Mustafa Merchant

My journey began in a small town in India, where ambition often outpaced opportunity. I moved to Ahmedabad for my undergraduate studies, diving deep into analytics and finance, and later relocated to Dubai to build a career at the crossroads of data and global business.

Over the years, I’ve developed a strong foundation in customer analytics, using data to understand behavior, unlock insights, and shape strategy. Whether analyzing client engagement patterns, segmenting financial institutions by performance, or identifying underserved markets, I’ve always been driven by the question: What does the data reveal about our customers and how can we act on it?

My work has supported leadership teams in refining product positioning, targeting high-potential segments, and personalizing go-to-market strategies across diverse geographies. At the heart of it all is a belief in using data not just to inform decisions, but to create more relevant, impactful experiences for clients.

I’m passionate about customer intelligence, data-led growth strategy, and making financial services more responsive to evolving customer needs, especially in emerging markets
 

Strategy and analytics professional with experience supporting CEO-level decision making across e-commerce and trade finance organizations. Currently working in the CEO Office at InstaShop (Delivery Hero), leading cross-functional initiatives, building enterprise-wide KPI dashboards, and driving operational performance insights across thousands of branches. Strong background in executive reporting, project governance, and operational analytics including SLA, ETA, cost per order, and gross profit metrics. Previously supported large-scale trade finance operations at 360tf, producing analytical reports on USD 500M+ transactions, managing global institutional relationships, and developing KPI frameworks to improve utilization and performance monitoring. Technically proficient in SQL, Power BI, Tableau, Python, and Jira, with a track record of turning complex data into actionable insights for senior stakeholders.

Bachelor’s degree in Business Analytics from Ahmedabad University, with strong training in data analysis, statistical methods, and business problem solving. Developed hands-on experience in data cleaning, SQL, Power BI, Tableau, and Python through applied projects, and presented analytical insights to senior stakeholders with clear documentation of assumptions and methodologies.