Marketing & Growth

Murad Mustafayev

Marketing leadership grounded in unit economics — marketplaces, delivery and mobility.

Baku, Azerbaijan LinkedIn mustafayevmurad@gmail.com
Portrait of Murad Mustafayev

I lead marketing and growth with a numbers-first approach: turning growth targets into channel budgets, and channel spend into measurable P&L outcomes. My core disciplines are go-to-market strategy, market expansion, unit economics and channel attribution.

My career has been built inside global consumer platforms — Uber, Yandex, inDrive and Wolt — from launching ride-hailing markets across EMEA to leading regional marketing strategy across nine countries. Today I partner with C-level stakeholders on marketplace growth and expansion at Bir ecosystem, within Kapital Bank.

Career

Experience

Aug 2025 — present
Bir ecosystem · Kapital Bank

Marketing and Growth Business Partner

  • Partner with C-level stakeholders on marketplace growth and expansion strategy.
  • Own marketing budget planning and re-forecasting; built the company's bottom-up GMV model — funnel decomposition across 5 verticals and 11 acquisition channels with regression-based session forecasting and cohort-driven revenue projection.
  • Rebuilt loyalty-program and campaign-uplift reporting directly from the data warehouse (SQL); standardized channel attribution used across marketing and finance.
Apr 2024 — Aug 2025
Wolt

Regional Marketing Planning & Strategy Manager

  • Led marketing strategy across 9 international markets at different maturity levels — including Greece, Malta, Cyprus, Albania, Azerbaijan, Georgia, Kazakhstan and Uzbekistan.
  • Owned regional marketing planning and launch budgets; built go-to-market frameworks for new country launches.
  • Aligned global brand direction with local execution — positioning, prioritization and growth with local teams.
Sep 2022 — Jun 2024
Wolt

Head of Marketing, Azerbaijan

  • Owned full-funnel marketing strategy for the local business: brand positioning, integrated campaigns, 360° marketing across digital, offline and partnerships.
  • Led the local marketing team and agency collaboration; drove awareness, order growth and retention.
Jan — Oct 2022
inDrive · Kazakhstan

Driver Acquisition Team Lead

  • Led an international team across driver onboarding, funnel optimisation and activation.
  • Improved conversion and retention through operational redesign of the acquisition funnel.
Apr 2020 — Feb 2022
Yandex · Mediaservices

Regional Manager

  • Owned regional growth of media and subscription services across CIS markets.
  • Scaled the Yandex Plus subscription 6× through pricing and lifecycle strategy.
  • Protected $30M+ GMV through proactive crisis mitigation and cross-border payment setup.
May 2019 — Apr 2020
Yango (Yandex)

EMEA Markets Launcher

  • Launched ride-hailing operations in Romania, Ghana and Uzbekistan; participated in launches across new African expansion markets.
  • Coordinated Driver Hubs across five EMEA markets: Israel, Romania, Ghana, Finland and Ivory Coast.
  • Worked on market-entry execution, early-stage positioning and demand generation.
May 2017 — Jun 2019
Uber

AZ Hub Team Lead · earlier Greenlight Expert

  • Coordinated Greenlight Hub team operations in Baku — driver onboarding and supply.
  • Ranked 2nd among Greenlight Experts across the EMEA region.

Disciplines

Expertise

Unit economics — CAC, LTV, contribution margin, payback by channel and cohort
Bottom-up GMV forecasting and annual marketing budget planning
Channel attribution frameworks and marketing measurement
Retention and cohort modeling
Market launches and expansion across EMEA
SQL analytics on data warehouses; Looker and Power BI reporting