Diana Maskell

Seasoned Retail Category Manager with 18+ years of UAE experience in Ecommerce, Category Management, Vendor Relations, and Business Development. Experienced in leading category growth and commercial operations at Amazon UAE and currently heading the Gear & Bedroom Category at Mumzworld. Proven expertise in P&L management, pricing strategy, vendor negotiations, assortment planning, and marketplace growth across Amazon, Noon, FirstCry, Mumzworld, Babyshop, Namshi, and Dubai Store.

Holds a Doctorate in General Management, certifications in E-commerce and Brand Management from The Indian Institutes of Management - Indore, and is a Certified AI Professional from the London School of AI Business and Management. Successfully managed leading global brands and delivered significant business growth through data-driven decision-making, strategic partnerships, and customer-focused category leadership across the UAE and KSA markets. Successfully managed and scaled renowned global and regional brands including Cybex, Maxi-Cosi, Siemens, Tefal, Geepas, Kärcher, Xiaomi, Russell Hobbs, Honeywell, Disney, Warner Bros, Tommee Tippee UK, Hauck, B.Box, Private in-house brand and many more across major e-commerce platforms.

Category Manager Gear - Mumzworld LLC - Dubai

(2026-01)

• Own and manage baby gear and bedroom category P&L for UAE and KSA.
• Drive revenue growth through pricing, assortment planning, and inventory optimisation.
• Lead 20 brand partnerships, running vendor negotiations, business planning, launches.
• Build category growth strategies using market analysis and customer insights.
• Forecast demand and use data to guide category decision-making.
• Run category marketing and digital merchandising to lift brand visibility.
• Optimise premium landing page placements to improve traffic and conversions.
• Collaborate with marketing, merchandising, supply chain, and operations teams.
• Improve customer experience and overall category performance through cross-team work.
• Own category planning and marketing initiatives for end-to-end P&L management.

Retail Category Manager - Amazon UAE - Dubai, UAE

(2025-01 - 2025-12)

• Managed diverse portfolio of key brands within 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 full P&L and developed comprehensive category strategy aimed at sustainable growth, profitability enhancement, and superior customer experience for categories like Vaccum Cleaners, Air Purifiers, blenders, Coffee machines, home appliances for brands.
• Achieved 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 category portfolio, onboarded brands like Laurastar, Inalsa, Eureka, Career, Blueair, Clickon, Tower UK to name few.
• Implement strategic sourcing to strengthen supplier relationships and commercial terms.
• Maintain consistent sales and margin growth across category portfolio.
• Expand brand assortment and strengthen vendor partnerships via AVN/JBP closure and realignment.
• Improve profitability through pricing, inventory, and promotional optimisation.
• Apply innovative category management techniques to improve supply chain performance.
• Use sales analytics to spot trends and adjust category strategies.

E-Commerce Category Manager - Trucare FZC - Dubai, UAE

(2021-02 - 2024-12)

• Led Baby Category across top e-commerce platforms in 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 drive ROI during key events like Black Friday and Prime Day.
• Introduced direct import strategies, notably for Tommee Tippee on Amazon, enabling cost efficiencies and improved product availability.
• Achieved sell-in revenue target of AED 32 million, showcasing strong commercial acumen and execution capabilities.
• Led and mentored team of 3 e-commerce executives, ensuring seamless sales operations, execution of strategies, and optimal performance across all key accounts.

Regional Ecommerce Business Manager - Sales Growth - Exborders FZE - Cross Border E-Commerce - Dubai

(2018-04 - 2021-02)

• Launched and scaled 500+ brands across Amazon India and GCC marketplaces, including leading UAE brands in beauty, fragrance, baby care, and healthcare.
• Managed cross-border ecommerce operations, overseeing UAE-to-India logistics, marketplace compliance, and fulfillment performance.
• Developed pricing, promotion, and growth strategies to maximize visibility, conversion, and sales during key retail events.
• Onboarded 150+ merchants and negotiated strategic partnerships, driving portfolio expansion and margin growth.
• Led a team of 5 executives, managing daily operations, sales performance, and cross-functional coordination.
• Oversaw end-to-end business operations, achieving monthly revenue of AED 1.5 million.

Trade Marketing Head - Aalmir Trading Group LLC - UAE

(2017-04 - 2017-11)

• Managed more than 200 top brands in the UAE like Britannia, Ulker Turkey, Perfetti, Arcor, Orion, Leaf Italy, and Bahar washing powder.
• Was involved in planning & executing the sales, distribution & trade marketing activities.
• In charge of UAE Retail Trade Marketing.
• Formulating quarterly targets for the sales team which includes 8 Key Account Managers & 31 sales executives & updating on achievements & actions to improve the sales.
• Analyzing the data and coming up with reports & presentations on distribution and sales for the brand owners, senior management, and sales team.
• Negotiating business plans and rebates.
• Conceptualizing and executing trade promotions and rolling out impactful in-store campaigns in collaboration with marketing and sales teams.
• Sales Forecasting & Budget Planning - Handled a team of 4 employees.

Key Account Specialist & Business Development - Workz Group International (Now Trasna) - Dubai

(2010-04 - 2016-12)

• Collaborated with major Tier 1 groups across telecom and network services daily.
• Managed supply for 85+ telecom operators and 35 key accounts.
• Coordinated RFQ and tender responses through full sales cycle execution.
• Trained customers on new products during discovery and demonstrations sessions.
• Delivered end-to-end supply chain solutions for telecom product requests.
• Achieved sales quotas through structured pipeline follow-up and territory reviews.
• Planned territory strategy using 7 P's marketing approach each quarter.
• Built revenue plans via sales and account activity for cross-selling.
• Executed upselling plans and updated account targets for priority accounts.
• Produced business reports for directors and CEO each reporting period.
• Partnered with sales director and regional manager on account decisions.
• Supported marketing campaigns with timely input from sales and key accounts.

Sr. Customer Relation Officer (Retention) - DU Telecom - Dubai

(2008-08 - 2010-09)

• Handle customer enquiries to solve issues and provide technical assistance.
• Support product development team during new product launch.
• Manage a team of 8 members as 2nd-in-command to leader.

Relationship Manager - BPL Telecom - Mumbai

(2007-03 - 2008-03)

• Handled 71 Top corporate companies in Mumbai region as an Account manager to ensure consistency of business and tapped areas of business growth.
• Reported directly to VP of Sales.

Customer Relation Officer - ICICI One Source - Mumbai

(2005-10 - 2007-01)

VIP Sales & Retention Specialist - Renaissance Hotel (Marriott Group) - Mumbai

(2002-05 - 2005-07)

Master's Degree - Theology - Life Christian University (2018-01 - 2020-01)

Bachelor's Degree - Arts, Psychology - Mumbai University

Ph.D., Pr. Doctorate - General Management - Kaizen School of Management (2015-01 - 2015-01)

Diploma - Artificial Intelligence - London School of Management (2024-06 - 2025-12)

Certified Professional - Brand Management: Brand & Product Management - IIM Rohtak (Indian Institute of Management) (2024-01 - 2024-12)

Certificate Programme - Digital Marketing and Strategy (CPDMS) - IIM Indore (Indian Institute of Management) (2021-11 - 2022-09)