Diana Maskell Ecommerce Category Manager

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.
• 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.

• 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.

• 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.

• Successfully launched UAE-based brands on Amazon India, including Spni, Naseem Perfume, IZIL Beauty, V Perfume, Boon, The First Years, Keeeper, Como Tomo, Millia Cosmetics, Samawa Perfumes, Henna Speedy, and more.
• Managed cross-border logistics, shipping products from the UAE to India while ensuring compliance with Amazon marketplace SLAs.
• Implemented effective promotions and pricing strategies to position products competitively and maximize visibility and conversion during major events.
• Led business development efforts, onboarding 150+ new merchants and scaling the portfolio to over 500 brands across cosmetics, perfumes, baby products, and healthcare categories.
• Negotiated vendor and merchant partnerships, contributing to margin optimization and product assortment growth.
• Expanded reach by collaborating with online marketplaces across the GCC, leveraging sourcing from Amazon US and UK retail for resale in the UAE on all local platforms.
• Monitored brand performance across all platforms, using insights to drive sales growth and optimize listings.
• Oversaw warehouse and fulfillment operations, ensuring timely receipt of international shipments and order dispatch to maintain SLA compliance.
• Led a team of 5 executives, managing daily operations, sales tracking, and cross-functional coordination.
• Represented the company at regional trade shows and industry events, enhancing brand visibility and fostering strategic partnerships.
• Independently managed end-to-end business operations, achieving a monthly turnover of AED 1.5 million.

• 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.

• 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.

• 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.

• 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.