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Salpi Boyajian

Salpi Boyajian

Strategic Brand & Marketing Consultant

Tourism / Travel / Hospitality

Markham, Ontario

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Strategic Marketing & Brand Leader | Expert in Customer Experience & VoC (Voice of the Customer) | Certified Lean Six Sigma Green Belt

Visionary Strategic Marketing and Brand Expert with a proven history of driving transformative growth and enhancing brand equity across diverse industries. Currently pursuing an MBA, I leverage advanced expertise in customer experience, data-driven marketing strategies, and cross-functional leadership to execute successful omnichannel campaigns that result in a 30% increase in lead generation and a 20% reduction in customer acquisition costs.

As a VoC champion (Voice of the Customer), I utilize customer insights to enhance customer experience and optimize touchpoints, significantly improving Customer Retention Rate (CRR) and Customer Lifetime Value (CLV). Certified Lean Six Sigma Green Belt, I excel at leveraging data insights to enhance operational efficiency. My strategic marketing initiatives have achieved a 40% boost in brand visibility and a 50% increase in social media engagement.

Passionate about developing innovative marketing strategies and enhancing customer experience, I am dedicated to exceeding business objectives, driving sustainable growth, and building strong brand equity in both luxury and fast-paced SaaS environments.

Core Skills:
Strategic Brand & Marketing Leadership
Brand Development & Positioning
Data-Driven Marketing & Analytics
Customer Journey Mapping & Customer Experience Optimization
Voice of the Customer (VoC) Integration
Lean Six Sigma Process Improvement
Omnichannel Campaign Development
Customer Relationship Management (CRM) – Salesforce, HubSpot
E-commerce & B2B Marketing
Social Media & Content Marketing
Market Analysis & Competitive Positioning
Lead Generation & Client Acquisition
Cross-Functional Team Leadership
Digital Marketing & SEO
New Product Launches & Upselling Strategies
Project Management & Negotiation Skills

Top Skills:

Data-driven Marketing • Marketing Strategy • Customer Experience • Lean Six Sigma Green Belt

Customer relationship management
Marketing
Omnichannel campaign
Lean six sigma
E-commerce
Customer experience
B2b marketing
Brand
Social media
Approximate rate: $150 per hour

Experience

Strategic Brand & Marketing Consultant

Freelancer -  Apr 2020 - Present                                             

Markham, Ontario, Canada · REMOTE                                                     

  • Transform brand identities for B2B and luxury markets that enhance visibility and drive engagement by developing tailored marketing strategies, achieving a 30% increase in brand awareness.
  • Drive revenue growth through targeted digital marketing initiatives, resulting in a 35% rise in lead generation and a 25% increase in conversion rates through SEO and engaging content.
  • Strengthen brand positioning through market research and competitive analysis, enabling clients to capitalize on unique opportunities and improve market share by 15%.

      Skills: 

  • Brand Awareness · YouTube Marketing · Creative Design · Presentations · Competitive Analysis · Management · Attention to Detail · New Product Implementations · Canva · AI · Marketing Strategy · Web Content Writing · Market Analysis · Marketing Mix Modelling · Editing · Copywriting · Customer Relationship Management (CRM) · Microsoft Outlook · Storytelling · Conversion Rate · Shopify · E-Commerce · Demand Generation · Adobe Premiere Pro · Social Trends · Business-to-Business (B2B) · Small Business Marketing · Google Analytics · New Business Opportunities · Lead Generation · Marketing Leadership · Client Relations · Marketing Campaigns · Problem Solving · Consultations · Digital Marketing · Target Audience · Software as a Service (SaaS) · Content Marketing · Business Strategy · Digital Marketing Analytics · Salesforce Trailhead Badges · Data-driven Marketing · Consultative Selling · Research · Organic Search · Build Strong Relationships · Social Media Marketing · Research Projects · Product Specialists · Digital Engagement · Communication

 

Director, Customer Experience

Esthetic Essentials - Jul 2016 - Mar 2020

Toronto, Ontario, Canada   

  • Implemented changes that led to a 25% growth in Monthly Recurring Revenue (MRR) through data-driven insights and the introduction of new services, optimizing key customer touchpoints.
  • Elevated Customer Retention Rate (CRR) by 15% through targeted, data-driven initiatives and effective Customer Journey Mapping, addressing pain points and enhancing the overall customer experience.
  • Achieved a 20% increase in Customer Lifetime Value (CLV) by developing and executing engagement strategies that enriched the customer experience and drove long-term relationships.   

      Skills: 

  • Performance Management · Presentations · Customer Experience · Google Workspace · Management · Attention to Detail · Canva · Operational Efficiency · Teamwork · Relationship Building · Customer Relationship Management (CRM) · Project Management · HubSpot · Sales Target Management · Shopify · Key Performance Indicators · Written Communication · E-Commerce · Demand Generation · Adobe Premiere Pro · Oral Communication · Small Business Marketing · New Business Opportunities · Knowledge Acquisition · Team Leadership · Data Analytics · Customer Journey Mapping · Client Relations · Leadership Development · High Performance Teams · Data Analysis · Problem Solving · Business Case Preparation · Consultations · Target Audience · Software as a Service (SaaS) · Salesforce Trailhead Badges · Data-driven Marketing · Consultative Selling · Coaching & Mentoring · Tech Savvy · Build Strong Relationships · Product Specialists · Social Selling · Training · Negotiation · Communication

 

Professional Development

Career Break - Sep 2009 - Jun 2016 

Toronto, Ontario, Canada

  • Honours Bachelor of Commerce Degree in International Business Management (Jan 2012 - Jun 2016)
  • Ontario College Advanced Diploma in Business Administration: Human Resources (Sep 2009 - Dec 2011)
     

Rogers Communications Inc. - 1998 - 2009

Senior Manager, Quality Assurance - Learning & Enablement - Jan 2005 - Aug 2009 (PROMOTION)

Toronto, Ontario, Canada 

  • Subject-Matter Expert in Quality Assurance, led bi-weekly calibration meetings to identify performance gaps in customer service, resulting in a 30% reduction in escalations and a 40% increase in first-call resolution.
  • Collaborated with cross-functional teams to implement targeting training programs, achieving a 25% improvement in agent proficiency and a 40% boost in team performance.

      Skills: 

  • Performance Management · Presentations · Team Effectiveness · Customer Experience · Attention to Detail · New Product Implementations · Teamwork · Customer Relationship Management (CRM) · Salesforce · Project Management · Key Performance Indicators · Written Communication · Oral Communication · Knowledge Acquisition · Lean Six Sigma Green Belt · Team Leadership · Data Analytics · Leadership Development · High Performance Teams · Data Analysis · Problem Solving · Coaching & Mentoring · Tech Savvy · Leadership · Product Specialists · Training · Communication

Verification Support Analyst - Jan 2004 - Jan 2005 (PROMOTION)

Toronto, Ontario, Canada

  • Resolved escalated issues and supported 50 new hires through coaching, motivational techniques, and team effectiveness practices, fostering a 20% reduction overall escalations.
  • Created ad-hoc reports, detailing key performance indicators (KPIs) in customer service. This data-driven insight led to a 20% increase in customer satisfaction and a 15% improvement in service resolution times.

       Skills: 

  • Attention to Detail · Project Management · Key Performance Indicators · Written Communication · Knowledge Acquisition · Team Leadership · Analytical Skills · Data Analysis · Problem Solving · Coaching & Mentoring · Training

Customer Service and Sales Specialist - Jan 1998 - Jan 2004

Toronto, Ontario, Canada

  • Spotlight Award - MOST SALES WITHIN 6 MONTHS
  • Spotlight Award - EXCEPTIONAL CALL QUALITY IN CUSTOMER SERVICE
  • Executed product activations, sales solutions, and troubleshooting with a 95% first-call resolution rate, leading to a 30% reduction in customer callbacks, and a 25% increase in monthly sales as a result of upselling and cross-selling eligible products and services on every call.
  • Proactively encouraged pre-authorized payments on every call, resulting in a 40% increase in on-time payments, a 25% increase in loyalty and a 20% decrease in escalations and churn.

       Skills: 

  • Customer Experience · Attention to Detail · Teamwork · Customer Relationship Management (CRM) · Salesforce · Sales Target Management · Written Communication · Oral Communication · Knowledge Acquisition · Client Relations · Problem Solving · Consultations · Consultative Selling · Build Strong Relationships · Communication

Education

Australian Institute of Business

Master of Business Administration, MBA - May 2024 - Present

 

Seneca Polytechnic

Ontario College Graduate Certificate, Social Media - Sep 2020 - Apr 2023

Green Belt Certification, Lean Six Sigma - Jun 2016 - Jul 2016

Honours Bachelor of Commerce, International Business Management - Jan 2012 - Jun 2016

Ontario College Advanced Diploma, Business Administration: Human Resources - Sep 2009 - Dec 2011

 

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