Gukasyan assumed her current role in 2023, having first joined Kraft Heinz in 2016. In September 2024, the company announced the completion of its factory expansion in Cairo. Some notable social media campaigns include #Heinz_TradeUp, launched in April 2025, which involved the ‘Trade-Up machine’ in Dubai, whereby customers could exchange five ketchup sachets for a bottle. In March 2025, Kraft Heinz introduced the Heinz Selection 2025 partners. Gukasyan joined Kraft Heinz as the general manager of CEE based in Russia.