- Mariya, as a jury member for the 2025 Armenia Digital Awards, what role do you see Armenia playing in the broader regional digital ecosystem, and how is this competition helping the country 'leapfrog' stages of digital transformation? 

 Armenia combines European strategic thinking with Asian market flexibility, built on modern foundations without outdated system constraints. This unique positioning is precisely why I joined the 2025 judging team. 

With extensive international judging experience across ECDMA Global Awards and PHNX, I'm curious to see how Armenian marketing performs in real implementation and compare it against global standards. 

The competition accelerates digital leapfrogging through international benchmarking. Having 100+ global jury members creates feedback loops that push Armenian teams beyond local standards toward global excellence.

- Your marketing career has taken you from Eastern European markets working with FMCG giants such as Coca-Cola, to the US market with NDC Partners, a company specializing in energy trading. How has this diverse industry experience influenced your approach to marketing?

Yes, my career path does look quite unusual, but it's precisely the knowledge and experience I accumulated working in the B2C segment that allowed me to adapt and find the right tools for such a traditionally closed-off area as energy trading. 

When I moved into energy, I realized that while the global B2B market is estimated to reach $28 trillion this year, many technical industries still approach marketing with an almost antiquated mindset. They focus on specifications and compliance but forget the human element driving decisions. 

The differences were so striking that I wrote a scholarly article analyzing how to bridge these seemingly incompatible approaches. What I brought from FMCG, particularly our award-winning Coca-Cola campaigns that engaged over a million people was understanding that even in B2B, you're dealing with people. Energy executives making multi-million-dollar decisions are influenced by the same psychological principles as consumers choosing a soft drink. 

The key difference is complexity. Consumer marketing gives you a 30-second attention window; energy trading builds relationships over years. But the fundamentals remain the same understanding pain points, creating compelling narratives, delivering value at every touchpoint. 

- Mariya, you actively publish research in VAK journals (peer-reviewed academic journals in Russia, officially recognized by the Higher Attestation Commission) and contribute to marketing science. How do academic publications advance a marketing professional's career, and what role does research play in staying ahead of industry trends? 

Publishing in VAK journals helped me shift from tactical marketing to a more structured, analytical approach. The peer-review process required building models that are repeatable and data-driven. 

This experience was valuable when I moved into AI-powered trading at NDC Partners. My research in consumer behavior analytics provided credibility with both investors and technical teams, showing I could work systematically with data, not just create campaigns. 

I’m now analyzing how smaller markets like Armenia, where ad spending is expected to reach $90.45 million by 2030, with 63% in digital, can use AI agents and marketing mix models to improve budget efficiency. The results are relevant beyond Armenia and may help other developing markets allocate digital resources more effectively under budget constraints. 

- You actively serve as a judge for prestigious international competitions like the Globee Awards and the Global Agency Awards. Have you received any awards for your own work, and how does being on both sides—winner and judge influence your perspective? 

While I don’t position myself as an individual creative unit, the awards I’ve received reflect the success of the teams I’ve led as a strategic leader and chief visionary. At ASAP Digital, we won the Re-Movie Awards and Tagline Awards. Under my leadership, the agency was ranked among the Top 3 Digital Agencies in Russia by Tagline. At Octagon Russia, we earned the title “Agency of the Year” at the Russian Sponsorship Awards 2018. ADV Group also received multiple honors, including Gold at The Globes Awards and Silver at Red Apple. 

Serving both as a winner and a judge gives me a balanced perspective. It has made me a more thoughtful and empathetic evaluator, I focus on strategic depth, not just visual execution. For example, with 60% of marketers now investing in immersive experiences, I pay close attention to whether a campaign delivers genuine engagement or simply follows short-term trends. 

My award experience also strengthens my credibility as a judge. When reviewing submissions for the Armenia Digital Awards, teams know I’ve faced similar challenges. This allows me to provide grounded, practical feedback, not just theoretical analysis. 

- How do you think marketing will evolve in the digital era and in Armenia? 

Marketing is becoming more data-driven and automated, with AI handling routine tasks and enabling faster decision-making. Professionals will need strong analytical skills to interpret data and build effective strategies. In Armenia, where digital ad spend is growing rapidly, this shift creates opportunities to apply AI tools and performance models to optimize limited budgets. The focus will be on measurable results, automation, and scalable frameworks tailored to small and mid-size markets.

- How important is continuous learning for marketers?

It’s critically important. The marketing field is evolving rapidly, especially with the increasing influence of AI and automation. To stay effective, professionals must continuously upgrade their skills. I prioritize ongoing learning; I’ve completed marketing courses at Stanford and actively participate in professional associations like ECDMA. Within the association, we regularly hold discussions to analyze current trends, exchange ideas, and benchmark best practices. This kind of continuous development is essential for anyone aiming to make a meaningful impact in the industry.

- What are your future career plans?

My experience has consistently delivered results in market entry and investor readiness. At ASAP Digital, I led the company’s launch in Kazakhstan. At NDC Partners, I managed expansion into Europe and helped make the company the first to trade electricity using AI. I also structured preparations for investment rounds, which resulted in an acquisition by a major European company. 

While I’m currently in discussions with several well-known companies, I’m considering launching my own digital agency focused on market entry and investor positioning, with an emphasis on AI-driven businesses.

Armine Vardanyan