Two decades connecting market choices, customer value, commercial economics, routes to market and organisational execution.
A track record shaped by 13 years in the UAE, including eight years of in-house commercial and marketing leadership and five years of independent advisory across HVAC/MEP, energy and climate tech, venture capital, MedTech, hospitality, media and government-led programmes.
INSEAD Global Executive MBA alumna with an active network for strategic partnerships and decision-maker connections across 25+ markets and sectors.
Professional Experience
SAGE Independent Advisory
Founder and Principal Adviser, Commercial Strategy & Marketing
June 2021 - present
Abu Dhabi, UAE
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Led proposition and offer design combined with product-tier restructuring for a B2B SaaS/tech company, resulting in a 35% improvement in revenue per customer and clearer market differentiation.
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Designed sales-territory and coverage models alongside channel activation scorecards — reducing cost-to-serve and improving channel productivity by 30%.
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Built market-attractiveness scorecard, demand model, and competitive assessment for a European MedTech company entering the UAE/GCC — replacing ad hoc evaluation with a structured framework that reduced entry risk and aligned stakeholders around shared growth priorities.
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Designed route-to-market models for multiple tech and B2B companies — defining channel structure, partner criteria, and channel economics to clarify the path to buyers and margin at each step, resulting in better sales and marketing resource allocation and improved revenue quality.
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Built pricing architecture and price-waterfall models based on customer value and willingness-to-pay analysis — reducing discount dependency and improving price realisation.
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Contributed to government- and university-linked entrepreneurship programmes, including ADGM Academy, MZN Hub Al Ain, NYU Abu Dhabi, the C3 Net Zero Catalyst Programme and Enterprise Asia; developing Business Models & Strategy workshops and mentoring founders from validation through commercialisation.
TAQEEF
Joint Venture with Fujitsu General & Midea Group
August 2018 - May 2021
Dubai, UAE
Senior Marketing & Communications Specialist
Reporting to: Chief Operations Officer
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Led marketing strategy and performance across regional markets, overseeing AED 12M marketing budget and cross-functional delivery across sales, finance, marketing, operations and manufacturing partners in Japan and China.
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Built a customer-led portfolio and pricing framework based on value-pool analysis, identifying a premium repositioning opportunity that delivered a 30% margin improvement and 15% market-share growth.
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Designed and implemented a route-to-market and channel-performance framework across 150+ dealers defining commercial support, activation priorities, performance measures and partner-accountability requirements, improving network revenue and operating efficiency by 20%.
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Led launch of the company's first e-commerce platform and CRM/customer-service systems as part of a post-pandemic digital acceleration strategy, generating 15% digital revenue growth, a 25% increase in qualified leads and a 20% reduction in customer-acquisition cost.
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Created and launched ‘CoolCare’, a recurring maintenance-service programme lifting customer retention by 25% and lifetime value by 35%.
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Built a decision-support model integrating dealer, P&L, budget and digital-sales data, giving leadership quantified visibility into revenue, margin and channel productivity.
IRIS Media
Director of Marketing
Reporting to: Founder & General Manager
February 2015 - July 2018
Abu Dhabi, UAE
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Led client-growth and go-to-market workflow, coordinating account development, proposition design, strategic partnerships across aviation, banking, hospitality and tourism sectors.
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Designed service propositions and account-development plans aligned with client needs, revenue potential and delivery economics; expanded client portfolio by 15%, improved project profitability by 30% and secured accounts including Abu Dhabi Airports, Tawazun, ADCB and Rixos Hotels.
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Built a regional media-partner and distribution network with leading pan-Arab news outlets extending market coverage and increasing service capabilities by 35%; strengthened agency’s competitive position and expanded regional outreach.
ROTANA Hotels
February 2014 - January 2015
Abu Dhabi, UAE
Director of Marketing
Reporting to: General Manager
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Led the property's commercial-marketing strategy across sales, revenue management, operations and guest experience, aligning channel activity and investment with revenue objectives.
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Designed a go-to-market framework across direct, digital, partnership and traditional channels, contributing to 15% year-on-year revenue growth and improvement in marketing ROI.
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Directed and mentored a team of three marketing professionals.
RENCO
Cluster Director of Marketing
Reporting to: General Manager
August 2008 - October 2013
Yerevan, Armenia
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Led market and channel strategy for two hospitality properties, overseeing positioning, customer acquisition, and international distribution.
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Designed and implemented an ROI-led planning and performance workflow aligned with P&L, occupancy and customer-acquisition priorities; reduced marketing costs by 25% while increasing qualified leads by 30%.
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Developed portfolio, campaign and channel reporting supported by commercial KPIs, P&L reviews and structured strategy sessions; strengthened management accountability and allocation of resources across the two properties.
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Built international distribution and partner engagement across airlines, tourism authorities and global tour operators including Austrian Airlines, Ministry of Tourism.
EURASIA International University
Academic Assistant, Faculty of Economics
Reporting to: Dean of the Faculty
September 2005 - May 2008
Yerevan, Armenia
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Supported delivery of Strategic Management and Economics courses and developed business cases using CIS-market scenarios, establishing an early foundation in economic analysis, structured problem-solving.
Education
Global Executive MBA
INSEAD Business School
UAE, Singapore, France
October 2023 - January 2025
CIM Marketing Leadership Programme, Level 7
Chartered Institute of Marketing
UAE, UK
September 2021 - July 2022
Bachelor of Science in Business Administration
Eurasia International University
Armenia
September 2001 - June 2005
Certifications & Affiliations
2023 - Financial Accounting, Harvard Business Publishing
2022 - Enterprise Design Thinking Practitioner, IBM
2021 - ISO 56002 Innovation Management, Eicorn
2014 - IMS Awareness and Risk Assessment, Bureau Veritas
Accredited SME Consultant, AASBC
Member of Copenhagen Institute of Future Studies
Member of CIM Chartered Institute of Marketing
McKinsey Forward Programme Alumna
Languages: Fluent in English, Russian, Armenian
