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Welcome
I’m Eugene Mishchenko, a leader with over two decades of experience in e-commerce, digital marketing, and strategic innovation. My career began with a strong focus on harnessing digital transformation to drive business growth, including roles where I led e-commerce strategy and implementation at METRO Cash & Carry, growing its B2B2C platform to an annual $500 million in revenue. My journey has always been centered around creating opportunities for professional development and industry advancement, which ultimately inspired me to establish the E-Commerce & Digital Marketing Association (ECDMA). Through ECDMA, I’ve had the privilege of building a dynamic community and launching initiatives like the Armenia Digital Awards and ECDMA Global Awards, aimed at recognizing and inspiring excellence across our industry. My goal has always been to champion innovation and provide a platform where professionals can connect, learn, and collaborate on shaping the future of digital business.
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As the Founder and President of the E-Commerce & Digital Marketing Association (ECDMA), I guide our vision and set the strategic direction for our initiatives. My role involves overseeing the development of programs that drive industry growth, such as the Armenia Digital Awards and the ECDMA Global Awards, which recognize outstanding achievements in digital innovation. I work closely with our board, industry experts, and our 600+ members to cultivate a community that fosters learning, collaboration, and best practices. Additionally, I focus on expanding partnerships, organizing conferences, and creating resources that support professional development and elevate standards across digital marketing and e-commerce. My role is ultimately about empowering our community and advancing the digital ecosystem on a global scale.
The E-Commerce & Digital Marketing Association (ECDMA) is a professional organization I founded to connect, support, and elevate professionals in digital marketing and e-commerce. Our mission is to advance industry standards, foster innovation, and provide a collaborative space for knowledge sharing. ECDMA serves as a central hub for over 600 members, offering training programs, certifications, and industry events that enable professionals to grow their expertise and stay ahead in a rapidly evolving field. We also launched initiatives like the Armenia Digital Awards and the ECDMA Global Awards, which spotlight exceptional contributions and inspire ongoing digital transformation. ECDMA is built on the belief that by uniting and empowering professionals, we can drive meaningful progress across the digital landscape, both locally and globally.
ECDMA operates within the digital marketing and e-commerce industry, a dynamic field characterized by constant innovation, rapid technological advances, and evolving consumer expectations. Digital marketing and e-commerce are at the intersection of data, technology, and customer experience, where professionals need to adapt to changes like AI integration, personalized marketing, and omnichannel strategies. This industry demands agility, creativity, and a deep understanding of data to stay competitive. ECDMA supports professionals in navigating these complexities by providing resources, training, and a collaborative community that encourages knowledge sharing and skill enhancement. Our work is focused on helping members succeed in a field that thrives on transformation and continuous improvement.
Thank you! Winning the TITAN Business Award is a tremendous honor and a powerful acknowledgment of the dedication and hard work of our team at ECDMA. This distinction reinforces our commitment to elevating the standards of digital marketing and e-commerce, and it serves as a testament to the impact we’re making in the industry. For our team and members, it’s an inspiring reminder that our efforts to foster collaboration, innovation, and professional growth are recognized on a global stage. This award not only motivates us to continue pushing boundaries but also strengthens our resolve to build an even more dynamic and supportive community for digital professionals worldwide.
Winning an international award like the TITAN Business Award has greatly enhanced ECDMA’s visibility and credibility on a global level. It has attracted attention from industry peers, potential partners, and new members who recognize the value of being associated with an award-winning organization. This accolade has validated our mission and efforts, making it easier for us to build partnerships, secure speaking opportunities, and expand our reach. It has also inspired our community, as it affirms that ECDMA is not only a place for professional growth but also a leader in setting benchmarks for excellence and innovation in digital marketing and e-commerce.
One of the main challenges in developing and marketing our winning entries, such as the Armenia Digital Awards and ECDMA Global Awards, was ensuring that these programs truly resonate with professionals across various sectors while maintaining high standards of credibility. Creating a prestigious awards platform required us to assemble a distinguished jury and set rigorous evaluation criteria, which took careful planning and industry collaboration. Additionally, marketing these initiatives involved reaching a broad audience, from established businesses to emerging startups, and communicating the unique value of participating. Building awareness and fostering trust in new programs is always challenging, but it’s been incredibly rewarding to see these awards gain traction and inspire innovation within the industry.
My ideation process begins with identifying real needs or gaps in the industry and considering how we can address them in a meaningful way. I prioritize listening to feedback from our community, staying attuned to industry trends, and understanding the challenges professionals face. Once I identify an idea with potential, I focus on defining clear objectives and the specific impact we want to achieve. Collaboration is a key part of my process; I involve my team early on to brainstorm and refine ideas, drawing from diverse perspectives to strengthen the concept. From there, we develop a strategy that aligns with ECDMA’s mission and values, testing the idea in phases, gathering insights, and iterating as needed to ensure we’re delivering maximum value to our members and the industry as a whole.
To me, a successful team or organization is one that thrives on shared purpose, collaboration, and continuous growth. In a successful team, every member feels valued and empowered to contribute, bringing their unique strengths to the table and supporting each other to achieve collective goals. A successful organization is adaptive, willing to innovate, and always focused on delivering value to its community or clients. I believe that true success also comes from fostering a culture of integrity and openness, where feedback is encouraged, and challenges are seen as opportunities for improvement. Ultimately, a successful business isn’t measured just by profits or growth but by the positive impact it creates, the trust it builds, and its ability to inspire and uplift everyone connected to it.
Our success in the digital marketing and e-commerce industry stems from a clear vision, a deep understanding of industry needs, and a commitment to supporting professionals at every level. By founding ECDMA, we addressed a significant gap in the industry—a lack of a unified community and resource hub for digital professionals. This focus on creating value, whether through networking opportunities, high-quality training, or recognition programs like the Armenia Digital Awards, has resonated strongly with our members. Another key factor is our adaptability; we continuously evolve based on industry trends and member feedback to ensure that our offerings remain relevant. Ultimately, it’s our dedication to empowering others and setting high standards that has allowed us to establish a trusted presence and become a driving force in the industry.
Armenia has been an incredible environment for advancing digital marketing and e-commerce, thanks to its growing tech sector, strong emphasis on innovation, and talented workforce. The country’s supportive startup ecosystem and commitment to digital transformation have fostered a climate where new ideas can flourish. Government initiatives and local programs focused on digital literacy and entrepreneurship have also played a significant role in creating opportunities for growth. This foundation has enabled ECDMA to gain traction quickly and to attract professionals who are eager to expand their skills and connect with industry leaders. Armenia’s openness to embracing new technology has been instrumental in shaping a forward-thinking digital landscape that benefits not only our organization but the entire industry.
During the pandemic, one of the biggest challenges at METRO was responding to the surge in demand for e-commerce and delivery services while managing supply chain disruptions. With physical stores impacted, we had to pivot quickly to enhance our digital and delivery capabilities, meeting customers’ needs for safe, efficient shopping options. To overcome these hurdles, I led efforts to strengthen METRO’s B2B2C e-commerce platform, formed strategic partnerships with delivery services, and streamlined logistics to improve fulfillment. We adapted our approach to be more agile, scaling up our online services rapidly to meet demand. This experience taught me the importance of flexibility and innovation in navigating unexpected challenges.
One of the most exciting trends is the rapid advancement of AI, particularly in how it’s transforming productivity and customer engagement across industries. As I’m currently studying for a PhD and writing my dissertation on AI in marketing, I see firsthand how AI is reshaping decision-making and personalization in ways that were unimaginable just a few years ago. AI-driven tools allow businesses to automate processes, optimize customer experiences, and make data-driven decisions that improve efficiency and impact. I’m also inspired by the shift toward sustainability as a core part of business strategy, where environmental and social responsibility are integral to operations and long-term success. The digital transformation trend, with AI at its heart, is reshaping customer engagement and operational models. Coupled with evolving work environments that emphasize flexibility and employee well-being, these trends represent a future where businesses can thrive while being more adaptive, responsible, and human-centered. These developments are not only fascinating to study but incredibly promising for the future of the industry.
For those looking to elevate their business and organizational success, I recommend a blend of educational resources, practical tools, and networking opportunities. Industry journals like Harvard Business Review and McKinsey Quarterly offer valuable insights into strategy and innovation. In the coming months, my book series, E-Commerce Leader’s Playbook, will also be available, providing a practical guide to mastering leadership in e-commerce. Additionally, platforms like Google Analytics Academy and Coursera offer foundational courses in digital analytics, AI, and data science, essential for anyone looking to leverage technology effectively. Professional networks are equally invaluable—joining industry groups like ECDMA or attending conferences can provide connections and insights that enhance learning beyond theory. Finally, classic business books like Good to Great by Jim Collins offer strategic frameworks for building sustainable success. Combining these resources with a proactive learning mindset can make a meaningful difference in any professional journey.
In the coming 5-10 years, we’ll see a transformation where service quality becomes a pivotal factor in business success. Brands will focus increasingly on creating seamless, responsive experiences for their customers. At the same time, the relationship between brands and consumers will become more direct, with digital channels allowing for quicker, more personal interactions. Personalized products and experiences will be at the forefront, as companies leverage data and AI to tailor offerings precisely to individual needs and preferences. Subscription-based models will also grow in prominence, as consumers look for ongoing value and convenience from brands they trust. These models allow businesses to build lasting customer relationships and gain valuable insights into consumer preferences over time. Altogether, we’re moving toward an industry where the customer experience is highly personalized, interactions are streamlined, and loyalty is cultivated through continuous, tailored service. This shift will define the competitive landscape, making innovation and customer-centricity essential for any business aiming to succeed in the years ahead.
I’ve never been solely focused on well-known thought leaders for inspiration. Instead, I find my motivation in the people around me—those who have the ability to change the world in their own ways and who strive to make a difference, often without recognition. I’m inspired by individuals who bring unique strengths, talents, and insights that push me to grow and do better. These are the people who lead by example, constantly improving their skills and contributing to meaningful change. Watching them excel and innovate drives me to push my own boundaries and continue developing both personally and professionally.
I’ve found that success often comes from challenging limitations and finding ways to simplify complex processes. I don’t like artificial barriers and walls, and I’ve always been motivated to break through them. Ironically, my laziness has played a role in my success—it pushes me to find the most efficient and effective ways to get things done. I’m always looking for the “shortest path” to a solution without compromising quality. Surrounding myself with talented, driven professionals has been essential, as they bring motivation, skill, and new perspectives to our work. My advice: don’t be afraid to look for smarter ways to achieve your goals and surround yourself with people who inspire you to grow and innovate.
Maestra, OpenAI, TEMU