{"id":9919,"date":"2025-06-26T09:59:37","date_gmt":"2025-06-26T08:59:37","guid":{"rendered":"https:\/\/sbceurasia.com\/en\/?p=9919"},"modified":"2025-06-26T09:59:46","modified_gmt":"2025-06-26T08:59:46","slug":"success-story-in-10-questions-tereza-tokmajyan","status":"publish","type":"post","link":"https:\/\/sbceurasia.com\/en\/2025\/06\/26\/success-story-in-10-questions-tereza-tokmajyan\/","title":{"rendered":"Success Story in 10 Questions: Tereza Tokmajyan"},"content":{"rendered":"\n

This June, Totogaming<\/strong> celebrates 21 years since its founding, marking its rise as a true leader in the industry. At the heart of the company\u2019s success are its people, and today\u2019s hero, Chief Marketing Officer Tereza Tokmajyan<\/strong>, is a prime example. Her career journey has been anything but easy, yet incredibly inspiring. <\/p>\n\n\n\n

In this interview with SBC Eurasia<\/em>, Tereza answers 10 questions about her experience at Totogaming, reflecting on the pivotal moments, bold decisions, and quiet lessons that shaped her path.<\/p>\n\n\n\n

\u2013 What was your first job and what led you to pursue a career in the iGaming industry?<\/strong><\/p>\n\n\n\n

\u2013 My journey wasn\u2019t linear \u2014 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\u2019s how I found my first job \u2014 working as a frozen yogurt maker at a small cafe near the Cascade, in Yerevan.<\/p>\n\n\n\n

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.<\/p>\n\n\n\n

My fascination with digital platforms continued to grow. I even wrote my final university paper on \u201cPromoting Occupational Therapy in Armenia\u201d using social media tools \u2014 and scored a perfect 100. That blend of communication and social impact became my mission.<\/p>\n\n\n\n

Professionally, I transitioned between projects \u2014 Dasaran.am, a BTL and HoReCa company  \u2014 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<\/strong>, one of Armenia\u2019s first digital agencies, where I had my first mentor, Arsen Sultanyan<\/strong>, and truly grew as an SMM specialist.<\/p>\n\n\n\n

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\u2019t ready to enter the gambling world. It didn\u2019t have a strong reputation in Armenia. A year later, I accepted \u2014 and six years on, I\u2019ve found a space to grow, lead, and help shape a responsible, customer-first vision in iGaming.<\/p>\n\n\n\n

\u2013 What was the single biggest turning point in your career?<\/strong><\/p>\n\n\n\n

\u2013 Saying \u201cyes\u201d to Totogaming in 2019 changed everything. Stepping in as Head of Digital Marketing wasn\u2019t just a new job \u2014 it was about transforming how I approached digital marketing, leadership, innovations, and customer focus.<\/p>\n\n\n\n

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\u2019t just shifting industries \u2014 I was stepping into leadership, and creating a team of digital marketing enthusiasts who are now among the strongest in the market.<\/p>\n\n\n\n

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 \u2014 and the potential of the industry itself.<\/p>\n\n\n\n

That one decision marked the start of six transformative years \u2014 and it\u2019s still shaping who I am today.<\/p>\n\n\n\n

\u2013 What have been the biggest challenges you\u2019ve faced in your career, and how did you overcome them?<\/strong><\/p>\n\n\n\n

\u2013 One major challenge was building credibility as a woman in a leadership role in a male-dominated industry. I had to prove \u2014 again and again \u2014 that both I and my team delivered results grounded in data, not just flashy visuals.<\/p>\n\n\n\n

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\u2019t just an add-on\u2014it was a core growth engine. That meant introducing frameworks, performance metrics, and a results-driven culture that could scale. It wasn\u2019t always easy to move from \u201cthis looks nice\u201d to \u201cthis works because the numbers say so,\u201d but that transformation became one of our greatest strengths.<\/p>\n\n\n\n

And then, there\u2019s 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.<\/p>\n\n\n\n

Ultimately, it all comes down to continuous learning and staying true to your values \u2014 challenges become stepping stones that way.<\/p>\n\n\n\n

\u2013 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?<\/strong><\/p>\n\n\n\n

\u2013 I\u2019ve had several mentors who shaped not just my career, but my leadership style.<\/p>\n\n\n\n

Arsen Sultanyan, former CEO of IP Marketing, was the first to truly believe in me\u2014and gave me the space to grow. Later, Nora Abrahamyan<\/strong> (my direct manager at PanArmenia Media Group) asked me a question that shifted everything: \u201cDo you want to be the best specialist, or do you want to lead the best specialists in the market?\u201d<\/em> That redefined my ambition and helped me embrace purposeful leadership.<\/p>\n\n\n\n

And then there\u2019s Harutyun Vardanyan<\/strong>, CEO of Totogaming, who entrusted me with leading the Marketing Directorate \u2014 a leap of faith that became a major turning point. He\u2019s been more than a CEO to me \u2014 he\u2019s been a true partner in leadership.<\/p>\n\n\n\n

If there\u2019s one thread that connects all their influences, it\u2019s this: believe in people before they believe in themselves, and never stop evolving<\/em>. That\u2019s the advice I carry with me every day.<\/p>\n\n\n\n

\u2013 What advice would you offer to those just beginning their journey in the iGaming industry? <\/strong><\/p>\n\n\n\n

\u2013 Don\u2019t judge the industry from the outside. I once did \u2014 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 \u2014 with ethics, responsibility, and customer focus \u2014 it\u2019s one of the most dynamic, challenging, and rewarding industries you can work in.<\/p>\n\n\n\n

Yes, you will face judgment. I\u2019ve been dismissed and even \u201ccanceled\u201d from speaking opportunities at a professional conference just because I work in this field. But behind the bias is a community of dedicated professionals \u2014 strategists, designers, analysts, tech experts \u2014 who work incredibly hard, think deeply, and are building innovative, responsible entertainment platforms.<\/p>\n\n\n\n

Grow thick skin. Learn to connect creativity with data early \u2014 this industry runs on performance and trust. And above all, don\u2019t let someone else\u2019s bias limit your ambition. The world may not always understand what you do, but you should never be afraid of being amazing at it.<\/p>\n\n\n\n

\u2013 You\u2019ve seen the iGaming industry evolve over the years. What are the biggest changes you\u2019ve witnessed, and where do you think the industry is heading next?<\/strong><\/p>\n\n\n\n

\u2013 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.<\/p>\n\n\n\n

A major transformation has been the rise of Responsible Gaming. It\u2019s no longer a checkbox; it\u2019s becoming a core principle. I\u2019m proud to work at a company that truly puts the customer first.<\/p>\n\n\n\n

I\u2019ve also witnessed the evolution of internal culture. More diverse voices are entering the industry, and while there\u2019s still work to do \u2014 especially around breaking gender stereotypes \u2014 it\u2019s encouraging to see more women stepping into leadership roles and changing the narrative.<\/p>\n\n\n\n

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\u2019t just about gaming \u2014 it\u2019s about building meaningful, responsible experiences.<\/p>\n\n\n\n

\u2013 You\u2019ve made bold moves throughout your career. Do you have a personal mantra or philosophy that guides your professional decisions? <\/strong><\/p>\n\n\n\n

\u2013 I would say my mantra is: \u201cThere are no obstacles\u2014you can always find a solution. Flip some tables if you have to.\u201d<\/em><\/p>\n\n\n\n

I didn\u2019t come from a traditional marketing background, but I never let that hold me back. I\u2019ve always believed that with enough curiosity, persistence, and courage, there\u2019s a way forward, even if it\u2019s not obvious at first.<\/p>\n\n\n\n

This mindset has helped me break into new spaces, lead teams, and navigate tough moments. I\u2019ve always trusted that there\u2019s a way. It might not be obvious. It might take time. But there is always a solution.<\/p>\n\n\n\n

\u2013 What accomplishment in your career are you most proud of, and why does it stand out to you?<\/strong><\/p>\n\n\n\n

\u2013 The accomplishment I\u2019m most proud of isn\u2019t a single moment \u2014 it\u2019s the culture, the momentum, and the brand transformation I\u2019ve helped build alongside incredible people.<\/p>\n\n\n\n

Creating a team where people grow into leaders, not just professionals, has been incredibly fulfilling. I\u2019ve watched juniors become confident experts, thanks to trust, high standards, and a space to thrive.<\/p>\n\n\n\n

Another proud milestone was leading the rebranding of Totogaming. It wasn\u2019t just about changing visuals \u2014 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 \u2014 it\u2019s a market leader in Armenia. <\/p>\n\n\n\n

And finally, the buzz we created in Romania just six months after launch was beyond what many expected, and it proved that Totogaming\u2019s identity and values could resonate internationally. <\/p>\n\n\n\n

These wins matter not just because they look good on paper, but because they\u2019re rooted in people, purpose, and progress. That\u2019s what I\u2019m most proud of.<\/p>\n\n\n\n

\u2013 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?<\/strong><\/p>\n\n\n\n

\u2013 For me, inspiration comes from staying deeply involved in the process, in people, and in progress. iGaming moves fast, but that\u2019s exactly what I love about it. The pace keeps me alert, curious, and constantly evolving.<\/p>\n\n\n\n

I stay inspired by building things. I\u2019m most creative when I\u2019m working with people who challenge me, bring fresh energy, and truly care about what we\u2019re creating. That shared passion and collaborative pressure push me to think differently and stay sharp.<\/p>\n\n\n\n

I also believe in self-development as a discipline. I read, observe, listen, and try new things. Creativity isn\u2019t just about a spark \u2014 it\u2019s about trusting the process, staying open, and surrounding yourself with people who see the world from different angles.<\/p>\n\n\n\n

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. <\/p>\n\n\n\n

\u2013 Looking back, is there anything you would have done differently in your career? What lessons have you learned from any missteps or regrets?<\/strong><\/p>\n\n\n\n

\u2013 If I\u2019m 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 \u201cacceptable.\u201d But over time, I realized that if I don\u2019t express myself in the most honest, respectful, authentic way I can, then it\u2019s not me showing up. And that would be the bigger loss.<\/p>\n\n\n\n

Some people don\u2019t always accept or understand my way of being \u2014 super emotional, loudly communicative, fully engaged. But those very qualities have shaped the way I lead, the way I connect, and the way I\u2019ve helped build what we have today. They\u2019ve been my strengths, even if they didn\u2019t always fit the mold.<\/p>\n\n\n\n

One of the biggest lessons I\u2019ve learned is that hesitation often costs more than failure. I don\u2019t have regrets, but I do have lessons. And the most important one is this: authenticity will always take you further than silence ever could.<\/em><\/p>\n\n\n\n

Don\u2019t forget to subscribe to our Telegram channel<\/a>!<\/p>\n","protected":false},"excerpt":{"rendered":"

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\u2019s success are its people, and today\u2019s hero, Chief Marketing Officer Tereza Tokmajyan, is a prime example. Her career journey has been anything but easy, yet incredibly inspiring.  In this interview […]<\/p>\n","protected":false},"author":10,"featured_media":9920,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[565,1,564,29,30],"tags":[1892,2136,950],"class_list":["post-9919","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-interview","category-news","category-slider","category-stories","category-success-story","tag-success-story","tag-tereza-tokmajyan","tag-totogaming"],"yoast_head":"\nSuccess Story in 10 Questions: Tereza Tokmajyan - SBC EURASIA EN<\/title>\n<meta name=\"description\" content=\"In this interview with SBC Eurasia, Tereza Tokmajyan answers 10 questions about her experience at Totogaming, reflecting on the pivotal moments, bold decisions, and quiet lessons that shaped her path.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sbceurasia.com\/en\/2025\/06\/26\/success-story-in-10-questions-tereza-tokmajyan\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Success Story in 10 Questions: Tereza Tokmajyan - 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