Hripsime Ghazaryan began her career at GN Group and Swedish Smokeless Solutions AB in 2018, joining as Head of the Digital Marketing Team. Today, she serves as Head of Brand Development, continuing to play an active role in the company’s formation and growth.
“I have been present at every stage of the company’s growth—not just as a witness, but as an active participant. My role has taken many forms, from organizing events to strategic negotiations. We have worked as a team both in Armenia and abroad. I have personally been involved in business expansion and in securing partnership agreements, including on international platforms.”
Hripsime is based at GN Group’s headquarters in Yerevan, Armenia. However, her professional arena extends far beyond one location, encompassing international markets and close collaboration with the Swedish sister company Giviton Holding, which owns Swedish Smokeless.
Running events
For people attending events like Intertabak TFWA, Hripsime’s face might be familiar. Among her responsibilities is the planning and management of all international events. In the marketing industry, event management is widely regarded as one of the most stressful disciplines, something Hripsime readily agrees with.
She recalls both the successes and the unexpected, sometimes amusing situations that arise along the way. Unusual incidents are almost inevitable, particularly during international business travel.
“Once, on the eve of an important exhibition, a shipment from Sweden was mistakenly sent to the wrong city. Within a few hours, we managed to locate it, transport it, and ensure full participation. Only our team knows the full tension of that situation—and how we resolved it.”
Hripsime Ghazaryan promoting White Fox at a tradeshow.
The power of cooperation
Eight years of continuous work have resulted in dozens of partnership agreements. These collaborations have not only strengthened GN Group’s international recognition, but also significantly increased product volumes. Such achievements continue to motivate Hripsime to grow alongside the company.
“GN Group has become my second home. By nature, I am ambitious. I love to grow, but never at the expense of others. I value my team, respect all my colleagues, and firmly believe that teamwork is the key to success.”
Hripsime describes herself as driven by a strong sense of responsibility and a readiness to find solutions in any situation.
“I don’t panic. No matter how critical the situation, I stay calm and focus on solutions. That is one of my greatest strengths. This company has given me opportunities for career advancement, new ways of thinking, and limitless professional growth. I invest my effort, enthusiasm, love, and energy into my work. The greatest fulfillment in my life comes from the successes I achieve—for both the company and myself.”
Being part of a global shift
The world is undergoing a rapid transition away from combustible cigarettes toward smoke-free alternatives—another reason Hripsime finds her work in snus and nicotine pouch products so meaningful.
“Our company’s strategy is to replace cigarettes with less harmful, smoke-free alternatives. Our goal is to help people move toward a healthier, smoke-free life by easing the transition to smokeless products. I’m incredibly proud to contribute to this pivotal moment—both witnessing and actively participating in the industry’s historic shift from traditional combustibles to innovative smoke-free alternatives.”
Small-town roots, high ambitions
Hripsime considers herself a happy and self-sufficient person.
“I’m a girl from a small town in Georgia, but with big goals and ambitions. I go where action is needed. I’m not afraid of responsibility, and I don’t shy away from risk. These traits have helped me reach where I am today. I also believe strongly in sharing knowledge—I love helping young people grow by sharing my experience.”
She adds that her days both begin and end with gratitude.
“I wake up thanking God for the day and the opportunity it brings. I’m grateful to my employer for their trust and for the opportunities to grow. And I go to sleep with gratitude as well.”
Outside of work, Hripsime focuses on continuous self-improvement, both professionally and personally. She practices yoga and enjoys traveling—within Armenia and internationally.
“Nature is a source of peace, harmony, and renewed energy for me. There was a time when I visited six countries in five days, balancing work with personal interests.”
By Nelli Grigoryan
