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Lena Gyulkhasyan

@lenagyulkh

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Had the opportunity to attend the @tourism_regional_forum (TRF) 2026, where our CEO Irina Belysheva spoke on a panel about the role of financial institutions in creating new destinations.

On how private HNW investors look at such projects, Irina highlighted
Clarity and transparency are crucial with the project presented in the language investors speak: numbers, data, UBO, team expertise.
Exit strategies are a key part of the evaluation by investors.
Big names behind projects, like Hyatt Regency x Green Rock, are a positive signal: a second pair of eyes and an extra layer of due diligence.
Recent major investments in #Armenia, like Firebird, as another positive signal.
Access to projects is possible both directly and through financial instruments like funds, keeping in mind that hospitality paybacks are long term and liquidity terms matter.
Availability of independent data, reports and reviews helps start the conversation.

⚪ Other highlights for me
Katerina Danekina, CEO of Green Rock Management Group, asked us: What am I doing to shape the future of my destination? A reminder that each of us, at our own level, has a role to play.

Katya Bredikhina, CEO of Green Rock Foundation, stressed the social and environmental impact of hospitality, and how carefully they account for Dilijan being a national park when organizing large-scale events. Linus Roth, Founder and Artistic Director of Festival Ibiza Conciertos, built on that: artists at their festival also perform at hospitals and for elderly communities to widen access to culture. My favorite detail: local residents get a 40% discount.

⚪ The common theme: people
A destination, or any project, cannot work without qualified people behind it. As Arman Barkhudaryan, IFC Country Officer, put it, people do business with people. I tell my students the same thing when they forget to put their names on their presentations. It’s really about the people.

Thank you, @greenrock_managementgroup , for bringing such quality people together for these discussions. taken in Monte Melqonyan Varjaran by @lenagyulkh

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3 days ago

Had the pleasure to speak at FinComm Armenia 2026, a conference dedicated to communications in the financial industry, hosted by Mediamax to mark the 20th anniversary of Banks.am.

Except for the French Embassy, my entire 11-year career has been rooted in finance: the regulator, a fintech, a broker, private equity, and now wealth management. I’m deeply grateful for the opportunity to evolve within this space. It’s an industry that demands the highest standards, rigorous discipline, utmost attention to detail, strict data confidentiality, and precise regulatory compliance in communications. And honestly? I love every single day of it.

I always appreciate the chance to share my perspective, whether in the classroom or at industry events. Thank you to the organizers, fellow speakers, and participants for such an engaging and insightful session! taken in Yerevan, Armenia by @lenagyulkh

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5 days ago

Prime meridian ⏳ taken in Prime meridian by @lenagyulkh

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2 months ago

Last days of summer 🧋 taken in Openhaus Community Yerevan by @lenagyulkh

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2 months ago

#ufaralumnipodcast | Episode 18 🎙️

Մարքեթինգի և հանրային կապերի, հանրային և մասնավոր հատվածներում աշխատանքի, մարքեթինգում ԱԲ կիրառման, դասախոսական կարիերայի և այլ հետաքրքիր թեմաների մասին զրույցը Լենա Գյուլխասյանի հետ արդեն հասանելի է հղումը՝ bio-ում:

Dans ce nouvel épisode, nous retrouvons Lena Gyulkhasyan pour parler de marketing et de relations publiques, de ses expériences professionnelles dans les secteurs public et privé, de l’utilisation de l’IA dans le marketing, de la carrière universitaire et de bien d’autres sujets encore.
🎧L’épisode est déjà disponible, lien en bio! by @lenagyulkh

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2 months ago

#ufaralumnipodcast Episode 18
🎙️ Շատ շուտով՝ նոր բացահայտումներ և հետաքրքիր զրույց Wilco ընկերության հանրային կապերի ղեկավար, ՀՖՀՀ դասախոս և մարքեթինգի մագիստրատուրայի 2018թ. շրջանավարտ Լենա Գյուլխասյանի հետ:

🎙️ Très bientôt : de nouvelles découvertes et une discussion passionnante
Avec Lena Gyulkhasyan, responsable des relations publiques chez Wilco, enseignante à l'UFAR et diplômée du master en marketing (promo 2018). by @lenagyulkh

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2 months ago

Le jour J is coming 🤩
Got my something new and something blue from @katespadeny 👰🏻‍♀️ by @lenagyulkh

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2 months ago

Greetings from Hogwarts 🏰 taken in Warner Bros. Studio Tour London by @lenagyulkh

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2 months ago

A stop at the magical world during our London trip 🪄
Definitely worth a visit for the franchise’s fans ✨ #WBLondontour taken in Warner Bros. Studio Tour London by @lenagyulkh

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2 months ago

#ufaralumnipodcast Episode 18
🎙️ Հետաքրքիր և ուսուցողական փոդքասթ է սպասվում Wilco ընկերության հանրային կապերի ղեկավար, ՀՖՀՀ դասախոս և մարքեթինգի մագիստրատուրայի 2018թ. շրջանավարտ Լենա Գյուլխասյանի հետ։
🔔 Ամբողջական տարբերակը՝ շուտով մեր Youtube-ում և Spotify-ում:

🎙️ Un podcast passionnant et enrichissant vous attend avec Lena Gyulkhasyan, responsable des relations publiques chez Wilco, enseignante et diplômée du Master en Marketing de l’UFAR, promotion 2018. 🎓

🔔 Ne manquez pas cet épisode, bientôt disponible sur nos chaînes YouTube et Spotify ! by @lenagyulkh

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2 months ago

Visited London for culture
Big fan of British cuisine 🧑‍🍳 taken in London, England by @lenagyulkh

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2 months ago

Was looking for the blue one, but found only the red ones. Maybe I’m just not ready to be the Doctor’s companion yet.
#doctorwho #tardis taken in Tardis Police Box by @lenagyulkh

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2 months ago