Viken Karaminassian, Brand Marketing | Digital Sales | Data Analytics

About

• Over 20 years Full-Stack Marketer. Results-Driven. International Client & Agency Experience • MBA in Marketing & E-Commerce – Concordia University (Montreal, QC) • C-Level Department Head. Budget. Revenue. People & Cross-Functional Team Management • Data-Driven Strategic Planning and Business-Aligned Marketing Roadmap Development • Integrated Growth Marketing. Brand Communications Strategy. Advertising Management • Digital Marketing Strategy. E-Commerce Management. Marketing Analytics Expertise • Tech-Savvy. Bilingual. CRM/SQL/Excel. Customer Journey. Sales Funnel. Award-Winning

Experience

Independent

Jan 2020 – Present

Montreal, QC, Canada

Marketing Consultant

Undertake marketing assignments: Brand Marketing Strategy, e-Business Planning, Digital Marketing Strategy

Ameriabank

Dec 2017 – Dec 2019

Yerevan, AM

Chief Marketing Officer

• Reporting to the CEO, exceeded operating income target by 4% and share of online sales by over 100% through implementing a business-aligned integrated marketing and e-commerce roadmap • Grew the total loan portfolio by 23% by focusing on the digital transformation of Retail (127%) & SME (63%) loans through effective sales funnel marketing campaigns and onboarding programs • Upgrading the web & app CX, tripled the number of Internet Banking users (49% of base); also exceeded the digital channel share target by three-fold by converting 75% of applications online • Reduced the average CPL by a staggering 60% through improved targeting, creative and CRO • Increased retail customers by 112% and reduced the churn rate from 12% to 5% • Maintained NPS within the 50-60 range by introducing programs that optimized CX metrics • Advanced TOM to 4th position; established brand awareness with the Euro financial community

Middle East Airlines

Oct 2015 – Oct 2017

Beirut, LB

Head of Digital Marketing & E-Commerce

• Reporting to the COO, developed and implemented a commercially-aligned ecommerce roadmap according to which grew the share of total digital sales from 7% to 20% - exceeding the target by 5% - while increasing total online sales revenue by $60 million • Doubled inbound traffic and improved the CR from 1.69% to 2.85% achieving 250% growth in direct online channel sales by launching completely new web and mobile app assets, while optimizing the acquisition, engagement and retention digital marketing campaigns • Increased the share of indirect channel sales by five-fold (from 1% to 5%) by forging new strategic partnerships with global travel aggregators, Meta Search Engines and OTA platforms (Expedia, Google Flights, Skyscanner), and optimizing marketing efforts with these online distribution networks • Set up the digital marketing department and represented the company at the SkyTeam Airlines Alliance Digital Workgroup

Education

University of Toronto

Dec 2012 – Dec 2013

Certificate, Digital Marketing Management

Concordia University

Dec 1999 – Dec 2001

MBA, Marketing

Viken Karaminassian

Brand Marketing | Digital Sales | Data Analytics

Skills

Languages