Diana Maskell

Seasoned Retail Category

Manager at Amazon UAE with over 18 years of experience in the

UAE, specializing in E-commerce

Sales & Operations, Category &

Brand Management, and Strategic

Vendor Relations & Onboarding.

Adept at leveraging data analytics and Al tools to drive category growth, optimize profitability, and enhance customer experience.

Hold a Doctorate in General

Management and professional certifications in E-commerce and

Brand Management from IIM

(Indian Institue of Management)

Indore. Successfully managed and scaled leading global and regional brands including Siemens, Tefal,

Geepas, Karcher, Xiaomi, Russell

Hobbs, Honeywell, Disney, Warner

Bros, Tommee Tippee UK, Hauck

Germany, Babybjorn, Nanit,

B.BOX, and Nurtur (Trucare's in-

house brand).

Proven expertise in P&L ownership, pricing strategy,

promotions, and business development across top e-

commerce platforms such as

Amazon, Noon, FirstCry,

Mumzworld, Babyshop (Landmark

Group), Namshi, and Dubai Store.

Achieved an impressive AED 32

million annual negotiations and execution. Known for delivering sustainable top- and bottom-line results, turnover while driving 41%

business growth for Trucare FZC over four years through strategic leading cross-functional teams,

and executing high-impact digital strategies across the UAE and KSA markets. Currently pursuing AI

Engineering at the London School of Business and Management.

WORK EXPERIENCE

Dubai

Jan 2025 - Present • Managed a diverse portfolio of key brands within the Small

Domestic appliances Category at Amazon UAE, including high-

profile names such as Xiaomi, Geepas, Siemens, Karcher,

Honeywell, Tineco, Beko, Coway, Tefal and Russell Hobbs.

• Drove the full P&L and developed a comprehensive category strategy aimed at sustainable growth, profitability enhancement, and superior customer experience for categries like Vaccum Cleaners, Air Purifiers, blenders, Coffee machines,

home applainces for the brands.

• Achieved a remarkable year-over-year sales increase of over

40% for brands like Karcher, Geepas, Coway,Xiaomi and

Honeywell through strategic planning and performance optimization.Led "1 Week 1 Brand" campaigns to implement accelerated growth strategies.

• Successfully led new brand onboarding initiatives with RVR team for the category portfolio, onboarded brands like

Laurastar, Inalsa, Eureka, Careera, Blueair, Clickon,Tower UK to name a few.

• Maintained robust Net Pure Purchase Margin (NPPM) bottom line growth, ensuring a balance between top-line expansion,

strategic promotional planning, and operational excellence.

• Spearheading the selection expansion plan for the category and handling weekly WBR's for SDA with Amazon management and key stke holders.
• Analyze performance metrics and identify opportunities for improvement.
• Led and successfully executed new product launches on

Amazon across various brands, driving category growth.

• Mentoring VSP team on strategic vendor growth plan and supporting on escalations.

UAE

Feb 2021 - Dec 2024

• Led the Baby Category across top e-commerce platforms in the UAE and KSA, including Amazon, Noon, Mumzworld,

FirstCry, and Babyshop.

• Developed and executed sales strategies for Tier 1 global brands such as Tommee Tippee, Hauck, Babybjorn, Disney, and

Trucare's in-house brand, Nurtur.

• Drove top-line and bottom-line performance by managing inventory forecasts, aligning with business plans, and ensuring

SLA compliance.

• Successfully launched brands and categories, contributing to market share growth and enhancing customer engagement.
• Spearheaded digital marketing initiatives, including influencer collaborations and PPC campagn

Seasoned Retail Category

Manager at Amazon UAE with over 18 years of experience in the

UAE, specializing in E-commerce

Sales & Operations, Category &

Brand Management, and Strategic

Vendor Relations & Onboarding.

Adept at leveraging data analytics and Al tools to drive category growth, optimize profitability, and enhance customer experience.

Hold a Doctorate in General

Management and professional certifications in E-commerce and

Brand Management from IIM

(Indian Institue of Management)

Indore. Successfully managed and scaled leading global and regional brands including Siemens, Tefal,

Geepas, Karcher, Xiaomi, Russell

Hobbs, Honeywell, Disney, Warner

Bros, Tommee Tippee UK, Hauck

Germany, Babybjorn, Nanit,

B.BOX, and Nurtur (Trucare's in-

house brand).

Proven expertise in P&L ownership, pricing strategy,

promotions, and business development across top e-

commerce platforms such as

Amazon, Noon, FirstCry,

Mumzworld, Babyshop (Landmark

Group), Namshi, and Dubai Store.

Achieved an impressive AED 32

million annual negotiations and execution. Known for delivering sustainable top- and bottom-line results, turnover while driving 41%

business growth for Trucare FZC over four years through strategic leading cross-functional teams,

and executing high-impact digital strategies across the UAE and KSA markets. Currently pursuing AI

Engineering at the London School of Business and Management.

WORK EXPERIENCE

Dubai

Jan 2025 - Present • Managed a diverse portfolio of key brands within the Small

Domestic appliances Category at Amazon UAE, including high-

profile names such as Xiaomi, Geepas, Siemens, Karcher,

Honeywell, Tineco, Beko, Coway, Tefal and Russell Hobbs.

• Drove the full P&L and developed a comprehensive category strategy aimed at sustainable growth, profitability enhancement, and superior customer experience for categries like Vaccum Cleaners, Air Purifiers, blenders, Coffee machines,

home applainces for the brands.

• Achieved a remarkable year-over-year sales increase of over

40% for brands like Karcher, Geepas, Coway,Xiaomi and

Honeywell through strategic planning and performance optimization.Led "1 Week 1 Brand" campaigns to implement accelerated growth strategies.

• Successfully led new brand onboarding initiatives with RVR team for the category portfolio, onboarded brands like

Laurastar, Inalsa, Eureka, Careera, Blueair, Clickon,Tower UK to name a few.

• Maintained robust Net Pure Purchase Margin (NPPM) bottom line growth, ensuring a balance between top-line expansion,

strategic promotional planning, and operational excellence.

• Spearheading the selection expansion plan for the category and handling weekly WBR's for SDA with Amazon management and key stke holders.
• Analyze performance metrics and identify opportunities for improvement.
• Led and successfully executed new product launches on

Amazon across various brands, driving category growth.

• Mentoring VSP team on strategic vendor growth plan and supporting on escalations.

UAE

Feb 2021 - Dec 2024

• Led the Baby Category across top e-commerce platforms in the UAE and KSA, including Amazon, Noon, Mumzworld,

FirstCry, and Babyshop.

• Developed and executed sales strategies for Tier 1 global brands such as Tommee Tippee, Hauck, Babybjorn, Disney, and

Trucare's in-house brand, Nurtur.

• Drove top-line and bottom-line performance by managing inventory forecasts, aligning with business plans, and ensuring

SLA compliance.

• Successfully launched brands and categories, contributing to market share growth and enhancing customer engagement.
• Spearheaded digital marketing initiatives, including influencer collaborations and PPC campaigns, to build brand equity and S

Seasoned Retail Category

Manager at Amazon UAE with over 18 years of experience in the

UAE, specializing in E-commerce

Sales & Operations, Category &

Brand Management, and Strategic

Vendor Relations & Onboarding.

Adept at leveraging data analytics and Al tools to drive category growth, optimize profitability, and enhance customer experience.

Hold a Doctorate in General

Management and professional certifications in E-commerce and

Brand Management from IIM

(Indian Institue of Management)

Indore. Successfully managed and scaled leading global and regional brands including Siemens, Tefal,

Geepas, Karcher, Xiaomi, Russell

Hobbs, Honeywell, Disney, Warner

Bros, Tommee Tippee UK, Hauck

Germany, Babybjorn, Nanit,

B.BOX, and Nurtur (Trucare's in-

house brand).

Proven expertise in P&L ownership, pricing strategy,

promotions, and business development across top e-

commerce platforms such as

Amazon, Noon, FirstCry,

Mumzworld, Babyshop (Landmark

Group), Namshi, and Dubai Store.

Achieved an impressive AED 32

million annual negotiations and execution. Known for delivering sustainable top- and bottom-line results, turnover while driving 41%

business growth for Trucare FZC over four years through strategic leading cross-functional teams,

and executing high-impact digital strategies across the UAE and KSA markets. Currently pursuing AI

Engineering at the London School of Business and Management.

WORK EXPERIENCE

Dubai

Jan 2025 - Present • Managed a diverse portfolio of key brands within the Small

Domestic appliances Category at Amazon UAE, including high-

profile names such as Xiaomi, Geepas, Siemens, Karcher,

Honeywell, Tineco, Beko, Coway, Tefal and Russell Hobbs.

• Drove the full P&L and developed a comprehensive category strategy aimed at sustainable growth, profitability enhancement, and superior customer experience for categries like Vaccum Cleaners, Air Purifiers, blenders, Coffee machines,

home applainces for the brands.

• Achieved a remarkable year-over-year sales increase of over

40% for brands like Karcher, Geepas, Coway,Xiaomi and

Honeywell through strategic planning and performance optimization.Led "1 Week 1 Brand" campaigns to implement accelerated growth strategies.

• Successfully led new brand onboarding initiatives with RVR team for the category portfolio, onboarded brands like

Laurastar, Inalsa, Eureka, Careera, Blueair, Clickon,Tower UK to name a few.

• Maintained robust Net Pure Purchase Margin (NPPM) bottom line growth, ensuring a balance between top-line expansion,

strategic promotional planning, and operational excellence.

• Spearheading the selection expansion plan for the category and handling weekly WBR's for SDA with Amazon management and key stke holders.
• Analyze performance metrics and identify opportunities for improvement.
• Led and successfully executed new product launches on

Amazon across various brands, driving category growth.

• Mentoring VSP team on strategic vendor growth plan and supporting on escalations.

UAE

Feb 2021 - Dec 2024

• Led the Baby Category across top e-commerce platforms in the UAE and KSA, including Amazon, Noon, Mumzworld,

FirstCry, and Babyshop.

• Developed and executed sales strategies for Tier 1 global brands such as Tommee Tippee, Hauck, Babybjorn, Disney, and

Trucare's in-house brand, Nurtur.

• Drove top-line and bottom-line performance by managing inventory forecasts, aligning with business plans, and ensuring

SLA compliance.

• Successfully launched brands and categories, contributing to market share growth and enhancing customer engagement.
• Spearheaded digital marketing initiatives, including influencer collaborations and PPC campaigns, to build brand equity and S