This June, Totogaming celebrates 21 years since its founding, marking its rise as a true leader in the industry. At the heart of the company’s success are its people, and today’s hero, Chief Marketing Officer Tereza Tokmajyan, is a prime example. Her career journey has been anything but easy, yet incredibly inspiring.
In this interview with SBC Eurasia, Tereza answers 10 questions about her experience at Totogaming, reflecting on the pivotal moments, bold decisions, and quiet lessons that shaped her path.
– What was your first job and what led you to pursue a career in the iGaming industry?
– My journey wasn’t linear — it was more like a collection of opportunities I grabbed out of necessity and curiosity. While studying Occupational Therapy in Yerevan, I needed to support myself financially. That’s how I found my first job — working as a frozen yogurt maker at a small cafe near the Cascade, in Yerevan.
At the same time, I was active on Facebook and LiveJournal, unknowingly developing skills in writing and digital communication. That led to my first informal SMM role, and I quickly realized I was part of the first wave of social media marketers in Armenia.
My fascination with digital platforms continued to grow. I even wrote my final university paper on “Promoting Occupational Therapy in Armenia” using social media tools — and scored a perfect 100. That blend of communication and social impact became my mission.
Professionally, I transitioned between projects — Dasaran.am, a BTL and HoReCa company — and later moved to Portugal for an EVS program, where I taught children from underprivileged areas how to use digital tools and secure their online presence. After returning, I joined IP Marketing, one of Armenia’s first digital agencies, where I had my first mentor, Arsen Sultanyan, and truly grew as an SMM specialist.
As for iGaming, I was familiar with Totogaming through media and sponsorships. I initially declined a job offer in 2018, at the time, I wasn’t ready to enter the gambling world. It didn’t have a strong reputation in Armenia. A year later, I accepted — and six years on, I’ve found a space to grow, lead, and help shape a responsible, customer-first vision in iGaming.
– What was the single biggest turning point in your career?
– Saying “yes” to Totogaming in 2019 changed everything. Stepping in as Head of Digital Marketing wasn’t just a new job — it was about transforming how I approached digital marketing, leadership, innovations, and customer focus.
Until then, I had built my career around social media and content. At Totogaming, I led full-scale campaigns, managed major budgets, and high-impact platforms. I wasn’t just shifting industries — I was stepping into leadership, and creating a team of digital marketing enthusiasts who are now among the strongest in the market.
Totogaming gave me the space to grow and lead in an environment where innovation never stops and the customer truly sits at the heart of every decision. I had access to advanced data, strategic insights, and real-time feedback loops that completely redefined how I viewed my own professional potential — and the potential of the industry itself.
That one decision marked the start of six transformative years — and it’s still shaping who I am today.
– What have been the biggest challenges you’ve faced in your career, and how did you overcome them?
– One major challenge was building credibility as a woman in a leadership role in a male-dominated industry. I had to prove — again and again — that both I and my team delivered results grounded in data, not just flashy visuals.
Another challenge was shifting the mindset around digital marketing itself. When I joined Totogaming, I made it a point to create an environment where digital wasn’t just an add-on—it was a core growth engine. That meant introducing frameworks, performance metrics, and a results-driven culture that could scale. It wasn’t always easy to move from “this looks nice” to “this works because the numbers say so,” but that transformation became one of our greatest strengths.
And then, there’s the personal journey: I had no formal marketing degree, so I had to learn everything hands-on. Self-education and persistence became my tools for growth.
Ultimately, it all comes down to continuous learning and staying true to your values — challenges become stepping stones that way.
– Who has been the key mentor in your career, and what is the best piece of advice you ever received that still drives your work today?
– I’ve had several mentors who shaped not just my career, but my leadership style.
Arsen Sultanyan, former CEO of IP Marketing, was the first to truly believe in me—and gave me the space to grow. Later, Nora Abrahamyan (my direct manager at PanArmenia Media Group) asked me a question that shifted everything: “Do you want to be the best specialist, or do you want to lead the best specialists in the market?” That redefined my ambition and helped me embrace purposeful leadership.
And then there’s Harutyun Vardanyan, CEO of Totogaming, who entrusted me with leading the Marketing Directorate — a leap of faith that became a major turning point. He’s been more than a CEO to me — he’s been a true partner in leadership.
If there’s one thread that connects all their influences, it’s this: believe in people before they believe in themselves, and never stop evolving. That’s the advice I carry with me every day.
– What advice would you offer to those just beginning their journey in the iGaming industry?
– Don’t judge the industry from the outside. I once did — and nearly walked away from the opportunity that became the turning point of my career. iGaming may carry a certain perception, but when done right — with ethics, responsibility, and customer focus — it’s one of the most dynamic, challenging, and rewarding industries you can work in.
Yes, you will face judgment. I’ve been dismissed and even “canceled” from speaking opportunities at a professional conference just because I work in this field. But behind the bias is a community of dedicated professionals — strategists, designers, analysts, tech experts — who work incredibly hard, think deeply, and are building innovative, responsible entertainment platforms.
Grow thick skin. Learn to connect creativity with data early — this industry runs on performance and trust. And above all, don’t let someone else’s bias limit your ambition. The world may not always understand what you do, but you should never be afraid of being amazing at it.
– You’ve seen the iGaming industry evolve over the years. What are the biggest changes you’ve witnessed, and where do you think the industry is heading next?
– The industry has shifted from loud, acquisition-focused marketing to data-led, personalized, and retention-driven strategies. Gamification, lifecycle marketing, and creative communication now define success, not just getting users, but keeping them engaged and respected.
A major transformation has been the rise of Responsible Gaming. It’s no longer a checkbox; it’s becoming a core principle. I’m proud to work at a company that truly puts the customer first.
I’ve also witnessed the evolution of internal culture. More diverse voices are entering the industry, and while there’s still work to do — especially around breaking gender stereotypes — it’s encouraging to see more women stepping into leadership roles and changing the narrative.
Looking ahead, iGaming will become more tech-driven and ethically aware. AI and behavioral data will boost personalization, but trust and emotional intelligence will be just as crucial. The future isn’t just about gaming — it’s about building meaningful, responsible experiences.
– You’ve made bold moves throughout your career. Do you have a personal mantra or philosophy that guides your professional decisions?
– I would say my mantra is: “There are no obstacles—you can always find a solution. Flip some tables if you have to.”
I didn’t come from a traditional marketing background, but I never let that hold me back. I’ve always believed that with enough curiosity, persistence, and courage, there’s a way forward, even if it’s not obvious at first.
This mindset has helped me break into new spaces, lead teams, and navigate tough moments. I’ve always trusted that there’s a way. It might not be obvious. It might take time. But there is always a solution.
– What accomplishment in your career are you most proud of, and why does it stand out to you?
– The accomplishment I’m most proud of isn’t a single moment — it’s the culture, the momentum, and the brand transformation I’ve helped build alongside incredible people.
Creating a team where people grow into leaders, not just professionals, has been incredibly fulfilling. I’ve watched juniors become confident experts, thanks to trust, high standards, and a space to thrive.
Another proud milestone was leading the rebranding of Totogaming. It wasn’t just about changing visuals — it was a complete shift in how we positioned ourselves, how we communicated with our audience, and how we aligned internally. And today, Totogaming is not just a recognizable brand — it’s a market leader in Armenia.
And finally, the buzz we created in Romania just six months after launch was beyond what many expected, and it proved that Totogaming’s identity and values could resonate internationally.
These wins matter not just because they look good on paper, but because they’re rooted in people, purpose, and progress. That’s what I’m most proud of.
– iGaming is known for its fast-paced and innovative environment. How do you stay inspired and maintain your creativity amidst the industry’s rapid evolution?
– For me, inspiration comes from staying deeply involved in the process, in people, and in progress. iGaming moves fast, but that’s exactly what I love about it. The pace keeps me alert, curious, and constantly evolving.
I stay inspired by building things. I’m most creative when I’m working with people who challenge me, bring fresh energy, and truly care about what we’re creating. That shared passion and collaborative pressure push me to think differently and stay sharp.
I also believe in self-development as a discipline. I read, observe, listen, and try new things. Creativity isn’t just about a spark — it’s about trusting the process, staying open, and surrounding yourself with people who see the world from different angles.
And of course, there are tons of great tools and sources to tap into: newsletters, Telegram channels, platforms, and networking events. You just have to stay plugged in and keep learning.
– Looking back, is there anything you would have done differently in your career? What lessons have you learned from any missteps or regrets?
– If I’m being honest, there have been moments when I told myself to stay quiet, to keep my mouth shut, to tone things down, to be more “acceptable.” But over time, I realized that if I don’t express myself in the most honest, respectful, authentic way I can, then it’s not me showing up. And that would be the bigger loss.
Some people don’t always accept or understand my way of being — super emotional, loudly communicative, fully engaged. But those very qualities have shaped the way I lead, the way I connect, and the way I’ve helped build what we have today. They’ve been my strengths, even if they didn’t always fit the mold.
One of the biggest lessons I’ve learned is that hesitation often costs more than failure. I don’t have regrets, but I do have lessons. And the most important one is this: authenticity will always take you further than silence ever could.
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