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Basir Mustaghni

Partner & Managing Director


Winning in the World of Omnichannel Marketing

BCG's Basir Mustaghni explains how marketing organizations are disrupted by the arrival of new digital channels.

Basir joined the Frankfurt office of The Boston Consulting Group in April 2007. He is a member of BCG's Marketing, Sales & Pricing (MSP) practice.

Within the MSP practice, Basir focuses on digital go-to-market with deep experience in omni-channel, eCommerce, eEnabled Sales, next-generation sales, digital marketing, and digital transformation. Basir serves international clients across various industries, with a focus on consumer goods, industrial goods, health care, and TMT.

Prior to joining BCG, Basir worked for IBM and in the startup space in the Silicon Valley.

Areas of Expertise

  • Data-driven sales
  • Next-generation sales
  • Precision digital marketing
  • Sales force effectiveness
  • eCommerce
  • Omnichannel
  • Digital strategy
  • Digital transformation


  • Basir has studied Computer Science and Business Administration at the University of Technology in Darmstadt, Germany as well as at the Harvard Business School
  • Basir holds a PhD in finance from the University of Technology in Dortmund, Germany
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