Eugene Mischenko
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Eugene Mischenko
Eugene Mischenko / Yerevan, Armenia

Business. Research. People.

Eugene Mischenko is a digital transformation and e-commerce executive, Founder & President of the E-Commerce & Digital Marketing Association (ECDMA), researcher, and Senior Lecturer in the Department of Management and Business, Institute of Economics and Business, Russian-Armenian University. His work connects commercial strategy, digital products, applied artificial intelligence, and professional education.

He has led e-commerce development and digital product launches at METRO Cash & Carry, multichannel engagement for healthcare professionals at Sanofi, and digital commerce and customer experience initiatives at L’Occitane en Provence and SPORTMASTER. Today, his professional practice includes association leadership, entrepreneurship, consulting, teaching, and research.

My research focuses on applied AI in marketing: how large language models, customer analytics, and organizational capabilities change business practice. At the Russian-Armenian University, I teach marketing and e-commerce at undergraduate and postgraduate levels.

ResearchUniversity profile

Professional memberships.

Fellow · FCIM

CIM

The Chartered Institute of Marketing

Fellow of The Chartered Institute of Marketing.

About CIM membership
Member

RASO

Russian Public Relations Association

Professional association for public relations and communications.

Member profile
Member

Marketing Guild

Marketing Guild

Professional community of marketing practitioners.

Member profile

Experience in practice.

How I work
2023 —

ECDMA

Founder & President

Building an international professional community for e-commerce and digital marketing, with education, expert exchange, and industry recognition.

Source
2019 — 2022

METRO Cash & Carry

Head of E-commerce Division

E-commerce strategy and P&L, the metro-cc.ru platform, mobile applications, marketplace partnerships, and digital customer experience.

Source
2016 — 2019

Sanofi

Head of Multichannel Engagement Program

An integrated engagement ecosystem for healthcare professionals: CRM, digital channels, webinars, remote detailing, and coordinated customer communications.

Source
2013 — 2016

L’Occitane en Provence

Head of E-commerce

Online retail and digital marketing for L’Occitane, Melvita, and Erborian, with a focus on customer experience and commercial efficiency.

Source
2010 — 2013

SPORTMASTER

Head of Digital Communications

Digital marketing, online sales, customer service, and the development of brand websites and cross-functional teams.

Source
1998 — 2010

Earlier career

Advertising, mobile marketing & e-commerce

Roles in advertising and mobile marketing agencies, e-commerce ventures, and related businesses.

Source

Career dates follow the author’s personal website. Some institutional profiles contain different date ranges.

Education & ongoing research

ALWAYS learning.

2024 —

Ongoing research · Russian-Armenian University

Applied marketing and artificial intelligence: strategic adaptation and improving efficiency.

2018

INSEAD

Digital transformation and innovation programme.

2007

Academy of Labour and Social Relations

Management of organizations.

Institutional profile

Awards & jury roles.

Selected awards

2025Best in Biz AwardsSilver · Entrepreneur / Founder of the Year2025Golden Entrepreneur AwardsBest General Manager · Marketing & Advertising2025Acquisition International · Business Excellence AwardsECDMA · Best Specialist Digital Marketing Association · association recognition2025Globee Business AwardsSilver Globee · Best of Category · Thought Leadership of the Year2025Noble Business AwardsPlatinum · Outstanding Achievement in Leadership2025Business Leaders of Central AsiaDigital Transformation Leader2024TITAN Business AwardsPlatinum · Visionary of the Year2024Cynopsis StandoutsQ1 honoree2024Passion VistaGlobal Game Changer2021Stevie International Business AwardsMETRO mobile application · Gold, Shopping category · team achievement2021Big Oborot AwardFinalist · Best Manager

Award jury service

Invited judging and professional assessment across international and industry award programmes.

Professional profile