Mujtaba Ayub

Decision Tools for Key Business Questions

Lessons from my work in growth strategy, analytics, consumer research, market intelligence, product enhancement, and operational improvement.

Strategy & Operations· Economics· Analytics & AI Tooling· Consumer & Market Insights

Selected Work

Regional-language forum posts converted into a tracked sentiment and mood signal over time. On the left, a stylised terminal-style bulletin-board forum of multilingual posts. On the right, those posts resolve into a sentiment and mood spectrum tracked week over week. regional forums · BBS > 推 板上有人玩新角色嗎 > sobrang lakas naman nito > patch ニ​ュ​ー​フ​が強すぎ > nerf juga dong ini > 這次活動還不錯啦 > matchmaking ramai bug > skin 太貴了吧 > ang ganda ng bagong map > esports 賽程什麼時候 > lemot banget servernya multilingual NLP weekly sentiment / mood signal negative positive patch dip themes: patch · skins · esports · matchmaking wk 1 wk n
Sentiment Tracking, Custom AI Tools

Tracking Consumer Sentiment Across Local APAC Languages

Thousands of forum posts in local APAC languages analysed for sentiment with NLP.

Riot Games

Read the case →
Journal archive pipeline: fifteen years of raw entries are tagged, embedded, and made searchable and queryable through an AI assistant. Three stages left to right — a stack of dated raw entries, a tagging and embedding step, and a query interface returning a cited answer. raw corpus 2011-03-14 2017-08-02 2024-11-19 3,500+ entries tag · embed career travel family health + semantic vectors ask anything… When did I first write about moving abroad? First mention: 2013 — cites 3 source entries tagged · searchable · queryable
Semantic Tagging, LLM Querying, Custom AI Tools

Conversing with 15 Years of Journal Entries

Unstructured data made searchable & queryable with LLM.

Personal build

Read the case →
A dynamic drive-thru menu board adapting to demand, shortening the queue and service time. On the left, a digital menu board whose items change by time and demand. On the right, a queue of cars and a falling service-time trend. DYNAMIC MENU rotates by time · demand · promo shorter queue service time trending down

Operations & Efficiency

Reducing Drive-Thru Service Times

McDonald's
Data flowing from databases and data lakes, transformed through SQL into a Tableau dashboard of charts. Left to right: source databases and a data lake feed a SQL transformation layer that shapes tables, which then populate a Tableau-style dashboard containing a line chart, bar chart, donut, and map. sources databases data lake SQL transform SQL SELECT ... JOIN tables GROUP BY AGG, CAST tables Tableau Performance Dashboard A B C

Decision Systems & Operations

Integrated Insights for Performance Measurement & Ops

Riot Games · McDonald's
Perceptual map: a gum and candy portfolio migrating from crowded breath-refreshment into oral health, fun, and mood-enhancement whitespace. Two-axis positioning map with arrows carrying brands outward from a commoditized functional space into three differentiated territories. emotional benefit functional benefit premium / adult everyday / youth breath refreshment crowded · undifferentiated oral health fun mood lift

Category & Brand Strategy

Repositioning Brand Portfolio into Whitespaces

Mondelēz

See all projects →