Lucy Bichakhchyan
Lucy B. is a marketing and growth leader specializing in early-stage commercialization of healthcare and technology products. She began her career about a decade ago in a celebrity-run e-commerce startup, where she was brought in as a young problem-solver in a fast-moving environment that required adaptability, experimentation, and initiative. That experience shaped her long-term approach to startups, where she learned to build and scale products with limited resources, small teams, and constant ambiguity—often working directly with founders to determine what to build, who to serve, and how to bring products to market.
Throughout her career, Lucy has focused on commercialization strategy—translating early-stage ideas into scalable products and sustainable growth engines. In startup environments where roles are fluid and responsibilities are broad, she has consistently operated at the intersection of marketing, growth, and product validation. Her work centers on identifying go-to-market pathways, testing customer behavior, and building efficient systems to drive adoption. From co-founding and experimenting with new product concepts to leading growth initiatives across multiple startups, she has developed a strong track record of turning limited resources into measurable market traction.
Currently, Lucy serves as Marketing Manager at NeckCare, an Icelandic medical device startup, where she has spent the past two years leading commercialization and growth efforts. In her day-to-day role, she runs experiments to understand how different audiences perceive the importance of neck health, managing landing pages, advertising campaigns, customer communications, and clinical partnerships—including collaborations tied to organizations such as UFC. Her focus is on uncovering market blind spots and expanding awareness around the connection between neck health and conditions like concussions. Through this work, she helps accelerate adoption of NeckCare’s technology by turning clinical insight into scalable awareness and real-world impact.
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What do you attribute your success to?
I attribute my success to curiosity. I think that's a big part of my personality, and I'm just lucky to be in an environment where it's rewarded. I think asking the right questions has been crucial. I've never worked in a medical startup before, and when I chose to work for this company, a big part was because I was curious about medical technology, and that was really the driving force why I went with the company among other startups that I was being interviewed with. I really wanted to try something new. So in startups, I would say curiosity and being really curious about new things, because there's so much that you learn every day, that really would make you a success. And honestly, following through with that curiosity is key, because just asking questions is not enough. You also have to find the answers. You have to follow through with the curiosity.
What’s the best career advice you’ve ever received?
I would say trying to balance work with life. Especially in startups, where a lot of work comes from passion and dedication, it's so difficult to maintain yourself outside of that, because you think about it every day, all the time, because the problems move faster and in such more complexity. This is brand new to me - in the past 10 years, I'm just now trying to follow this in my life, trying to really be a better person in my life so that it will also translate into work. More time with myself, more time with the people I love, really dedicating some relaxation time that is outside of work. It's just the name of the game of startups - you have to be really conscious about making time for yourself, and I think that's something I'm trying to follow these days.
What advice would you give to young women entering your industry?
I would say moving fast is probably what I'm going to say - that it's better for something to be out there faster than perfect. Moving and validating ideas is more important than liking ideas, if that makes any sense. Whether it's about design or just the idea itself, I think breaking or confirming the idea is more important. So I would say move fast, validate on minimum products, validate on minimum concepts, just focus on moving faster, especially with the way technology develops these days. We really don't have the time to ponder as much as we did before. Even 10 years ago when I was just starting, there was so much time and opportunity to reflect, but these days things move so fast. I would say focus on what you want to test and just move fast and test it in its minimum form.
What are the biggest challenges or opportunities in your field right now?
I think the biggest challenge is focusing on the customer. In startups, there's so much that relies on leadership, or the founding team, or whoever's running the startup, you kind of get lost in what needs to be pursued. Obviously data comes in, and there are so many techniques to avoid that, but I think that's really the biggest problem because sometimes there's a vision, but that vision doesn't match what's needed out there. So I think a part of my job also is that data story to tell, to convince stakeholders and the board that the thing we thought we should have pursued, we shouldn't, because it's apparently not working.
What values are most important to you in your work and personal life?
I think kindness, compassion, and humor are the three things that are most important to me. These are the three things that I would hire based on. Everything else is coachable, everything else is some YouTube tutorial, but I genuinely believe kindness, compassion, and humor would be the three things.
Locations
NeckCare
Minneapolis, MN 55415