An independent, senior-led agency.
Akhanta Digital is independent, senior-led, and intentionally hands-on. Every engagement stays close, collaborative, and directly connected to the strategic work itself.
We work across industries, from luxury retail and telecom to hospitality, travel, and emerging brands, adapting strategy to the realities of each business rather than forcing a one-size-fits-all approach.
Everything is grounded in data, measurement, and practical performance. The approach is privacy-first, evidence-driven, and focused on long-term effectiveness over short-lived marketing trends.
Merlin Rooma founded Akhanta Digital in 2025, after eighteen years in digital marketing, ad operations and analytics. Her work spans web analytics and conversion tracking, MarTech, server-side data pipelines, consent governance and search — for clients across live events, luxury retail, travel, finance and telecom.
Before Akhanta, she held analytics and digital roles with organisations including Live Nation Entertainment, TalkTalk and Carmignac, and at the agency ads&figures — and she continues to consult as a Lead Web Analytics & Data Consultant with BlueGlass | Team Farner in Zurich. She is certified in Google Analytics 4, Google Tag Manager and Campaign Manager.
Her route into analytics was an unusual one. Merlin holds a degree in film and video production and began her career as a filmmaker — her short film In Between earned a Best Director award at a London screening. That eye for narrative still shapes how she works: turning messy data into a story a marketing team can actually act on.
Roberto Celot is responsible for search at Akhanta Digital. With more than 14 years of experience in SEO, he has helped large, high-traffic platforms grow through organic search across travel, marketplaces, and digital products.
Previously, at Expedia, he managed organic search across the company's European markets while based in London. Later, at SMG Swiss Marketplace Group, he led SEO for Switzerland's leading real-estate platforms, working closely with engineering teams on the technical foundations that sustainable search growth depends on.
His approach treats SEO as a core part of business growth rather than a box to tick — combining strong technical health, content aligned with real search intent, and close collaboration with the teams building the product.
More recently, his focus has expanded into AI-era search and the opportunities emerging from generative and answer-engine optimisation. His work centres on building technically strong digital experiences that follow best practices, prioritise people first, and adapt to the growing shift toward agent-driven discovery.