If someone mentions standards and certifications, does it spark your curiosity—or do you instinctively reach for Instagram? Luckily for the rest of us, there are people who thrive in complex international corporate environments, spotting patterns and opportunities where others see only bureaucracy. One of them is Mher Manukyan.
Mher Manukyan is Head of the Methodology and Compliance Department at Swedish Smokeless Solutions AB. His Armenian title within the GN Group offers an even clearer picture of his role: Head of the Operations Improvement Department. In short, making things work better, smarter, and more efficiently.
Mher began his professional journey nearly 18 years ago. Over the course of his career, he has built deep expertise in management system implementation, product registration, and international certifications. Four years ago, he joined GN LLC, drawn by the opportunity to move from a consulting role into hands-on operational work—where strategy meets execution.
Sweden, Armenia, the world
GN LLC is part of a Swedish–Armenian business group owned by Gevorg Nalbandyan. The group includes Swedish Smokeless Solutions AB, one of the leading players in the global nicotine industry. As a result, Mher frequently works across borders, moving between the Armenian and Swedish operations and applying his expertise wherever it is most needed.
“GN is a company with enormous potential and growing international recognition. That’s why I chose to continue my career here—by applying the experience I’ve gained, both the company and I can reach new heights,” says Mher Manukyan.
The department he leads is responsible for implementing, maintaining, and monitoring standards and certifications throughout the organization.
“Standardization, procedure implementation, and certification are tools for managing risk and for focusing a company’s potential in a clear, strategic direction.”
International business, international requirements
Operating globally means navigating a wide range of regulatory frameworks. Sweden, for example, requires a food safety management system and an AGSCCP plan. Canada mandates GNP certification, while the United States requires a comprehensive Quality Management System (QMS). Successfully implementing these systems demands both deep knowledge of international standards and the ability to adapt them to local regulatory realities.
Swedish Smokeless first implemented its food safety system in 2001, updating it annually in line with evolving Swedish regulations. GNP certification has been in place since 2022 and is essential for operating in the Canadian market. Meanwhile, the company’s QMS—comprising more than 900 individual requirements—is now in its final stages of implementation.
In parallel, Swedish Smokeless is conducting clinical research to demonstrate that its nicotine pouches have effects comparable to pharmaceutical products.
“This is a major milestone for us. It opens doors to new international markets and allows us to compete with the world’s largest tobacco companies,” Mher explains.
Mher’s guiding principle: precision and excellence
For Mher Manukyan, success—both in his field and beyond—comes down to attention to detail.
“I was raised to always do my best and aim to be first. At Swedish Smokeless and within the GN Group, I apply the same principle: everything must be done in the best possible way. We should always strive to lead.”
One of the greatest challenges, he notes, lies in interpreting regulatory documents correctly.
“If you truly understand what is required, finding the right solution becomes a matter of time and capability.”
The complexity increases when working across multiple industries. Information security standards, for example, differ fundamentally from regulations governing tobacco or nicotine products—requiring constant focus, discipline, and adaptability.
Working toward a better future
The core mission of Mher Manukyan and his team is to ensure the safe, efficient, and fully compliant production of Swedish Smokeless’ smoke-free alternatives.
“More than eight million people die every year from smoking or exposure to second-hand smoke. It is one of the world’s largest preventable health risks. The products we—and others in the smokeless tobacco industry—are developing have the potential to save countless lives.”
Alongside his corporate role, Mher is also active in academia. Since 2017, he has lectured in the healthcare sector, teaching at Yerevan Mkhitar Heratsi Medical University and the National Institute of Health. Through his work, several Armenian hospitals have achieved international certification.
Outside of work, Mher enjoys traveling and hunting. He is an avid reader with a strong passion for continuous learning. He is married and has two children.
By Nelli Grigoryan
