Sevada Baghdyan stands out for his impactful career spanning both food tech and executive search. Having co-founded and led a prominent international food tech company, he now brings that rich experience to his role in executive search. Baghdyan’s unique background provides him with valuable insights into leadership and market trends. In this interview, he discusses his professional journey, his transition to executive search, and his experiences working with clients in Armenia and Georgia.
Can you start by telling us about your background and what led you to co-found your food tech company, which operates internationally?
After completing my studies, I spent six years working in various roles, including at HSBC Bank and as the Director of the Internal Audit Department at a leading supermarket chain. Although my background didn’t seem ideal for launching a startup, I’ve always enjoyed experimenting. So, in 2012, I made the bold decision to leave my salaried job and co-found a startup with friends.
Our company, Menu Group UK LTD, operated in the food tech space. Its head office was in the UK, and the company had operations in four countries: Georgia, Armenia, Ukraine, and Belarus. At that time, it was the market leader in all these countries.
In Georgia, we operated under the brand menu.ge—you might remember our red mopeds. In addition to being a shareholder in Menu Group UK, I held various positions within the company. In 2014, I moved to Georgia to help launch menu.ge and stayed there for a full year to support the business in its early stages. Our Georgian business performed exceptionally well, leading us to win a competition and later acquire the Georgian business of our main competitor at the time, Food Panda.
How did you decide to change your field of activity, and how has your business experience influenced your current role in executive search and consulting?
After seven years in the food tech industry, several factors led me to believe it was time for a significant change. In 2019, I exited the company and transitioned into executive search. I was drawn to this field not only because the consulting lifestyle had always intrigued me but also because of my experiences in business—where I observed how good ideas often remained unrealized due to a lack of the right professionals, while seemingly impossible ideas came to life with the right leadership.
I wanted to leverage my experience and knowledge to help other businesses find great managers. My business background has been invaluable, especially early on, as I was able to speak to business owners in their own language and quickly understand the challenges their future managers would need to address. This experience also helped me identify the right candidates for those managerial roles.
Could you provide insights into your company’s recent expansion into the Georgian executive search market, considering its position as a US-based international company?
Certainly. The company’s name is Boyden. Headquartered in New York, Boyden is one of the world’s leading executive search and leadership consulting firms, founded in 1946. With more than 75 offices across over 50 countries, Boyden has a substantial global presence.
I am a partner at Boyden for two countries: Armenia and Georgia. Until last year, our primary operations were in Armenia, where I can confidently say we are a leader in the executive search industry, having worked with many top-tier companies.
We began operations in Georgia about a year ago and plan to become even more active in the future. During this period, we’ve had the privilege of working with several medium and large Georgian companies, as well as international organizations operating in Georgia.
What kind of services does Boyden provide?
Our primary service is executive search. We are often approached in various situations, such as when a business is growing rapidly and its current executives are struggling to keep pace with professional demands, or when there is a need for a confidential search to replace current management.
We also offer search services for non-executive and advisory board members. In recent years, Boyden has placed significant emphasis on Leadership Consulting, which includes services such as Succession Planning, Executive & Team Coaching, Assessment & Profiling, and Leadership Development.
Where do you find executives—from Georgia or possibly abroad? And do you offer services for C-suite professionals?
We begin by discussing the business challenges and specific requirements with the client. From there, we determine whether the relevant professional can be found locally in Georgia or if we need to look abroad.
Most companies prefer local professionals due to cultural compatibility and budget considerations.
However, we also have experience bringing in skilled professionals from abroad as expatriates. Boyden’s extensive global network is a valuable resource for Georgian businesses seeking international talent.
Do you offer services for C-suite professionals?
Regarding services for C-suite professionals themselves, we unfortunately do not provide such services.
Our clients are businesses, and maintaining our independence is crucial to ensure that we can recommend the best candidates to them. It would be challenging to do so if executives were also our clients.
However, we place great importance on building strong relationships with professionals, many of whom discreetly share their contact details with us in case a suitable position arises.
What unique challenges or opportunities have you faced working with clients in Georgia, given your company’s international background?
During my time with menu.ge, I lived in Tbilisi for a year and have since regularly visited on business trips. The Georgian market was familiar and close to me, so I was well-prepared and faced relatively few challenges.
There are many talented specialists in Georgia, and I’ve noticed that businesses here are increasingly prioritizing international standards of corporate governance. Of course, the Georgian market has its own uniqueness—there’s a strong emphasis on personality and cultural fit. It’s a unique blend of humanity and professionalism.
I combine my experience in the local market with the expertise of Boyden, which consistently ranks among the top 10 executive search and consulting firms worldwide.
You mentioned that you are Boyden’s partner in Georgia and Armenia. Where are you located, and how can potential customers contact you?
In today’s digital age, location is less critical. However, I currently split my time between Georgia and Armenia, spending half of each month in both countries. You can reach me via email at sbaghdyan@boyden.com or through my work WhatsApp at +37491305121.
