Merchant assumed her current position in July 2025. In September 2025, she led the transformation of GEMS Education's marketing function into an integrated parent experience model, aligning communications, marketing, admissions, and customer experience into a unified growth ecosystem. In 2025, she oversaw the launch of GEMS School of Research & Innovation, establishing a differentiated premium education brand centered on research, innovation, and future readiness. Merchant is also an advisory board member for Vibe Marketing Tech Fest, and a member of MEPRA, the Women Board of Directors, and The Marketing Society.