Regional Ecommerce Leader · Dubai, UAE
Richa
Kheskani
Scaling ecommerce businesses through high-impact digital commerce strategies, driven by data, built on execution and focused on sustained profitable growth.
Regional Ecommerce Leader · Dubai, UAE
Scaling ecommerce businesses through high-impact digital commerce strategies, driven by data, built on execution and focused on sustained profitable growth.
About
I lead ecommerce across UAE and KSA for Canon Middle East, with full P&L ownership spanning commercial strategy, joint business planning, digital shelf, performance marketing and marketplace operations across Amazon and Noon. With 9+ years in a multinational environment and 4+ years leading regional ecommerce, I've built and scaled high-performing online businesses from the ground up.
In 2025, I delivered 24% year-on-year growth, scaling ecommerce contribution to 17% of total organised retail revenue through data-led commercial planning, conversion optimisation and structured activation. My work spans pricing strategy, promotional investment, Gross-to-Net management and marketplace expansion across key platform partners.
Alongside this, I bring hands-on exposure to Canon's direct-to-consumer channel, having partnered with D2C teams during its early-stage setup. My contributions included supporting operations streamlining and establishing core tracking and reporting frameworks, as well as ongoing collaboration on pricing alignment, messaging consistency, channel integration and performance reporting.
An MBA Top Graduate (GPA 3.8, Middlesex University, 2023) with luxury retail exposure from Milan, I bring a breadth of perspective that complements the commercial depth built over nearly a decade in the region.
Core Expertise
Full commercial ownership across UAE and KSA, spanning annual strategy and budgeting to joint business plans and daily performance management. Delivering consistent double-digit growth while improving channel profitability.
Retail media strategy across Amazon Ads and DSP, improving ROAS, campaign efficiency, and search-to-conversion performance. Monitored through platform dashboards and agency reviews aligned on key metrics.
SEO-optimised listings, A+ content and rich media on Amazon and Noon, ensuring premium brand representation and maximum discoverability. Launched and scaled brand stores across UAE, KSA, and Turkey.
Integrating online and offline journeys, including Where to Buy flows, Q-commerce enablement, and CRM-driven retention programmes. Aligning sales, marketing and supply chain around a single coherent strategy.
Stock and assortment strategies aligned to demand forecasts, with stockouts by 30% through enhanced planning accuracy. Close collaboration with supply chain and distributor partners on SLAs and delivery timelines.
Deep partnerships with Amazon and Noon, managing 15+ internal and external stakeholders. Joint business plans built and executed to unlock growth, drive alignment, accountability and operational excellence.
Experience
Leading end to end ecommerce across Canon's two largest markets, with full P&L ownership covering commercial strategy, joint business planning with Amazon and Noon, digital shelf, performance marketing and marketplace operations. Delivered 24% year-on-year growth in 2025, scaling ecommerce contribution to 17% of total organised retail revenue through structured commercial planning, conversion optimisation and disciplined activation across key platforms. Manages pricing strategy, promotional investment and Gross-to-Net to drive profitable growth and maintain competitive positioning. Launched and scaled Canon Brand Stores across Amazon UAE, KSA and Turkey, with an expanded scope now extending to Egypt as a new market assignment. Leads a cross-functional network of 15+ internal and external stakeholders including distributors, agency partners, finance, supply chain and marketing, while also partnering with D2C teams on pricing alignment, unified messaging and full-funnel customer journey optimisation across owned and marketplace channels.
Led demand planning and inventory strategy across ecommerce and retail channels across multiple MEA markets. Improved stock availability and reduced stockouts by 30% through enhanced forecasting models. Played a key role in establishing Canon's D2C channel by streamlining operations and improving fulfilment efficiency. Built Power BI dashboards to track demand versus fulfilment, enabling faster and more accurate decision making.
Education & Credentials
Awards & Recognition
Recognised by Canon Middle East for driving ecommerce growth and delivering meaningful commercial impact across UAE and KSA. The award acknowledged outstanding performance and cross-functional leadership through 2025.
Recognised for elevating marketplace performance across UAE and KSA, with specific acknowledgement for digital shelf execution, retail media strategy and brand store growth.
Ranked highest among 200+ MBA students at Middlesex University Dubai, graduating with a GPA of 3.8 out of 4.0. The capstone consultancy project centred on Amazon UAE ecommerce expansion strategy.
Research & Projects
Designed and built a smart trolley prototype to reduce checkout waiting times in high-traffic retail environments. The project was featured in a leading industry magazine, recognised for its practical application of technology to real-world retail challenges.
Developed a comprehensive ecommerce expansion strategy for Amazon UAE as the MBA capstone consultancy project. The work earned top marks and contributed to the Top Graduate award, combining market analysis, commercial planning and digital channel strategy.
Press & Features
Featured Article
DigitalConfex Magazine · Vol. 4
How Evolving Consumer Expectations Are Shaping the Future of E-commerce in the Middle East. The article covers the rise of quick commerce, influencer-led shopping, social commerce and Arabic voice assistants as key forces redefining online retail across the region. Featured alongside inspiring voices shaping the future of digital engagement in the UAE and KSA.
Read the full issueNetworking
