Position: Product Marketing Manager, Product Manager
Category: Marketing
English level: fluent
Years of experience: 6

AT LABA GROUP - developed product portfolio strategy and integrated customer centric approach to the process of new product development 
AT SILPO FOOD - successfully managed diverse team of technical and marketing employees crafting the leading style to the team member's specifics 
AT PHILIP MORRIS - developed and defended in front of stakeholders from Global Operation Center a local approach for loyalty program which generated WOM among users and increased NPS level by 9% over 6 months
LABA GROUP (ED-TECH) Sep 2021 – Mar 2022
PRODUCT MARKETING MANAGER
Managed & developed Production team (30 Producers and Learning Experience Specialists), performed department restructuring 
Ensured revenue development through product portfolio management (new launches & improvement of existing products)
Launched consumer-centric approach of product development process. Incorporated marketing philosophy and vision into the department operations
Tested multiple hypothesis, covering different stages of product development and improvement
Lead new funnels development, improving conversion indicators along the funnels
Silpo Food Nov 2020 – June 2020
Product Owner
Developed consumer LTV through basket maximization mechanics responsible for 50% of incremental revenue 
Lead cross-functional team (2 Data Scientists, Content Manager, Marketing Manager), fostering Agile principles 
Built an automatic consumer offers system 
Integrated analytical models for personalized consumer offers suggestion
Tested 50+ product development hypothesis 
  
Philip Morris Sep 2016 – Jul 2020

IQOS Product Manager (Retention)
Developed & launched national loyalty program which secured single-digit churn rate and increased NPS by 9%
Conducted around 20 loyalty benefits tests, covering full project cycle from ideation, go-to-market framework development, national teams briefing, cooperation with 3d parties for services & materials supply to deployment, outcomes analysis and scaling recommendations
Developed consumer segmentation–loyalty benefit matrix, built respective communication chains 
IQOS Product Manager (Acquisition)
Developed & implemented an acquisition roadmap for Armenian market which doubled users intake
Launched & coordinated deployment for on/off-line acquisition products such as user referral, lead generation, HoReCa partnering programs, etc.
Lead HQ acquisition team, coordinated management of field full-time and freelanced teams
Launched motivational, knowledge-building & product referral programs for employees, securing internal cultural transformation and building internal acquisition channel
1) Having an impact on people, processes and products of the company
2) Open, agile, no-blame culture, a team which is inspired by its product
3) Opportunities for personal and career growth, learning environment where new approaches and ideas are appreciated