Gohar Ayub

Data & Business Intelligence Analyst with strong expertise in Excel and Google Sheets, including advanced formulas, pivot tables, data validation, and automated reporting. Experienced in building reliable MIS reporting systems and management dashboards using SQL, Power BI, Metabase, and Mixpanel. Proven ability to deliver accurate, timely insights that support informed decision-making, performance monitoring, and business growth.

Data & Reporting Analyst at MicroMerger Private Limited (2026-03 – Present)

• Collect, clean, validate, and maintain program data to ensure accuracy, completeness, and consistency across reporting systems.
• Develop and automate dashboards, reports, and data visualizations to monitor key performance indicators and support timely decision-making.
• Analyze data trends, identify operational gaps, and generate actionable insights to improve planning, implementation, monitoring, and program performance.
• Prepare and share regular reports, presentations, and analytical outputs for management, partners, and stakeholders to support evidence-based decisions.

Business Intelligence Analyst at GoZayaan Global (2023-01 – 2026-01)

• Designed and delivered management-ready dashboards and structured reports using Excel, Google Sheets, Metabase, Power BI, and Mixpanel, enabling leadership and program teams to monitor key performance indicators, identify issues quickly, and make data-driven decisions.
• Optimized Excel and Google Sheets–based reporting workflows by implementing data validation, automated checks, alerts, and trackers, significantly improving data accuracy, consistency, and on-time report delivery.
• Built and maintained reliable reporting and analytical infrastructure using Excel, SQL, and BI tools, standardizing key metrics, automating recurring reports, and reducing reliance on manual ad-hoc analysis while ensuring data integrity and audit readiness.
• Created and managed data collection forms using Google Forms and automated workflows with Google Apps Script, streamlining data capture, validation, and integration into reporting systems.
• Analyzed operational and performance data to identify trends, segment activities, and support targeted interventions, improving efficiency and program outcomes.
• Collaborated with cross-functional teams to translate complex data into actionable insights, enabling management and program teams to make faster, informed decisions and optimize resource allocation.

Growth & Commercial Data Analyst at GoZayaan Pakistan (2022-06 – 2022-12)

• Analyzed customer behavior, funnel performance, and engagement patterns to support targeted marketing campaigns and growth initiatives, contributing to improvements in acquisition, retention, and reactivation.
• Improved user-to-customer conversion by automating lead workflows, implementing qualification filters, and developing engagement dashboards that prioritized high-value leads and optimized campaign spending.
• Conducted A/B testing across user journeys, promotions, and communication channels, using insights to refine targeting, increase activation, and reduce churn in key customer segments.
• Performed market research and SWOT analysis to identify product gaps, pricing opportunities, and untapped customer segments, supporting commercial strategy and partnership decisions.
• Analyzed customer survey responses and behavioral feedback to uncover friction points and preferences, guiding campaign personalization, engagement initiatives, and product experience improvements.

BS in Economics & Mathematics – Lahore University of Management Sciences (LUMS) (2017-07 – 2021-06)