Ruzanna Khachiyants

PRODUCT MARKETING MANAGER,ACTIVE TRADER ENGAGEMENT | 09/2024 – 12/2024
Questrade (QFG) – Toronto, Canada
Led engagement and lifecycle marketing initiatives for Active Traders, supporting new product launches and driving adoption of advanced trading features. Collaborated across Product, Engineering, Compliance, Creative, and Analytics to deliver high-quality, data-driven campaigns aligned with regulatory and customer experience standards.
Executed end-to-end marketing campaigns — including email builds, segmentation logic, QA, testing frameworks, and deployment — to increase activation and engagement among Options Level-2 and active trading clients.
Supported go-to-market execution for new platform features (e.g., Recurring Investments, Cash-Secured Puts, DRIP, 0DTE), translating strategic direction into actionable, channel-specific marketing deliverables.
Partnered closely with cross-functional teams across Product, Engineering, Legal, and Compliance to align messaging, accelerate execution timelines, and maintain regulatory accuracy.
Conducted post-campaign and channel-level performance reviews, using KPIs such as CTR, conversion, and adoption metrics to recommend optimizations and inform future targeting strategies.
Ensured all lifecycle and engagement communications followed internal quality standards, industry regulations, and brand guidelines for a consistent, customer-centric experience.

• Currently leading digital messaging and campaign execution across Mobile Banking, Scotia Online, ABM, and Email, while continuously optimizing strategies to improve customer engagement and product adoption.
• Building and launching data-driven, multi-channel marketing campaigns that consistently increase client content engagement through precise targeting and personalized messaging.
• Collaborating with Journey Managers to design and refine integrated campaigns that align with strategic business objectives and enhance customer journey outcomes.
• Developing customer-centric marketing strategies that streamline creative processes, maximize internal resources, and align outputs with global and divisional priorities.
• Directing the development of digital campaign assets using HTML, Adobe Photoshop, and Sketch, ensuring responsive and accessible content that meets brand and engagement standards.
• Utilizing Adobe Journey Optimizer, Adobe Campaign, Salesforce Marketing Cloud, Litmus, and Movable Ink to deploy, analyze, and continuously refine digital communications at scale.
• Leading A/B testing and campaign optimization efforts, consistently generating improvements in engagement metrics, click-through rates, and conversion performance.
• Fostering collaborative relationships with cross-functional stakeholders and agency partners, while actively integrating shared insights to improve digital campaign impact across the organization.

• Owned global learning operations across six divisions, ensuring scalable delivery of client education programs.
• Led strategic development of OANDA’s Learning Centre and client education portal, curating modular learning paths.
• Directed vendor relationships for educational content, managing due diligence, contracting, and performance optimization.
• Implemented agile project management frameworks to enhance workflow systems for content development and compliance reviews.
• Managed cross-functional teams and collaborated with subject matter experts to produce compliant learning materials.
• Defined key OKRs to assess team performance and resource allocation, optimizing learning strategies with data insights.
• Scaled OANDA’s global webinar strategy, launching over 10 series and increasing engagement by 30%.
• Supported senior leadership with impactful presentation materials and strategic communications for diverse audiences.

• Managed end-to-end corporate training solutions, ensuring seamless execution and delivery from design to implementation.
• Curated client relations with clients such as CIBC, The Globe and Mail, Boston Pizza, Shoppers Drug Mart, Toyota Canada, FundSERV Inc., IIROC, Gibson Energy, the City of Calgary, the City of Regina, and Giant Tiger.
• Evaluated business unit learning requirements based on an understanding of business objectives, desired results, and constraints, and applied solutions for customized training delivery.
• Drafted requests for proposals and corporate training agreements.
• Implemented a variety of learning strategies to create unique, innovative, and customized learning solutions for clients of varying industries, including retail, government, and financial services.

• Led the development and revision of training programs to ensure alignment with Ministry of Education regulations and industry standards.
• Recruited and supervised instructional staff, provided guidance and support to faculty.
• Developed and implemented student support services such as academic advising, counseling, and career development to promote student retention and success.
• Coordinated accreditation reviews and assessments, prepared documentation and reports to demonstrate program quality and compliance with regulatory requirements.
• Represented the college at community events, industry forums and professional conferences to enhance visibility and promote partnerships.