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