In April 2023, Merchant took over as chief marketing officer of eXp Realty. In this role, she is responsible for evolving brand and marketing efforts for the core subsidiary of eXp World Holdings. She is also focused on agent enablement for the company, which has more than 88,000 agents in 24 global markets. During her tenure as CMO, the firm launched two new tools, Listing Presentation and Active Listing Kits.