Farah Vahedna

E-Commerce and Digital Transformation Advisor

E-Commerce & Digital Transformation Advisor

A sought after advisor and thought leader in e-commerce, omni-channelretail, and digital transformation, Farah specializes in helping beauty,health, and lifestyle brands thrive in the ever-evolving digital landscape.With a proven track record of driving growth and innovation, herapproach is to leverage her extensive networks and expertise to advocatefor the expansion of the regional retail ecosystem through cutting-edgestrategies, including the adoption of AI-driven solutions.Having served as the E-commerce Lead for MEA at Coty and Head ofBeauty at Namshi, Farah has spearheaded numerous high-impactinitiatives, including the groundbreaking Dubai launch of KylieCosmetics and Namshi’s first-ever brand-dedicated pop-up at DubaiMall. Under her leadership, campaigns for global brands like CharlotteTilbury and Kiko at Namshi experienced exponential growth, solidifyingtheir online presence and significantly boosting regional sales. Farah’sadvisory approach is characterized by strategic vision and the ability toforge impactful partnerships tailored to each brand’s unique goals.Farah’s experience is deeply rooted in an understanding of the GCC’sdynamic consumer market, where she’s been a key player for over 19years, spanning three generations.In addition to her e-commerce expertise, Farah has a diverse backgroundin finance and banking, having worked with prestigious organizationssuch as Procter & Gamble, the International Finance Corporation (WorldBank Group), and Standard Chartered Bank. Farah has also successfullylaunched multiple businesses in the UAE across categories ranging fromconsumer tech to beauty since the early 2000s. This holisticunderstanding of the regional market, combined with a forwardthinking approach, makes her an invaluable partner for brands aiming toexcel in digital transformation and retail innovation.