DFI Retail Group has appointed Kshitij Mulay as Group Chief Digital & yuu Rewards Officer, effective 17 September 2026. He succeeds Wee Lee Loh, who is returning to Singapore after three years with the Group to be closer to his family.
Mulay joins DFI from Sephora Asia, where he served as Chief Information Officer, overseeing digital and technology.
He brings more than 25 years of international experience across digital, technology and business transformation, with leadership roles at major consumer and retail organisations including Sephora and Procter & Gamble.
Mulay to lead DFI’s digital and data agenda
Based in Hong Kong, Mulay will report to Scott Price, Group Chief Executive, and join DFI’s Management Committee. He will oversee the Group’s Digital, yuu, Retail Analytics and Retail Media portfolios.
At Sephora Asia, Mulay led the digital and technology agenda across a multi-country business, supporting eCommerce growth, omnichannel innovation, AI-enabled customer experiences and cloud transformation.
Throughout his career, he has led large-scale transformation programmes spanning digital commerce, data and analytics, artificial intelligence, customer experience, technology modernisation and organisational change.
He is also recognised for building high-performing teams and translating technology investments into business outcomes.
Mulay will work alongside Loh during a transition period to ensure continuity across the Group’s digital operations.
Scott Price, Group Chief Executive, DFI Retail Group said, “I want to thank Wee Lee for his leadership and many contributions over the past three years, including his role in scaling our digital ecosystem and building new growth avenues in retail media.”
He added, “We wish him and his family every success. I’m confident that Kshitij’s experience, leadership and passion for innovation will build on these strong foundations and help accelerate our customer, digital and data transformation journey across the Group.”
Loh leaves after advancing DFI’s digital ecosystem
Since joining DFI in 2023, Loh has played a key role in advancing the retailer’s digital transformation.
During his tenure, the Group’s digital ecosystem expanded to serve millions of loyalty members, process more than 100,000 daily eCommerce orders and develop its retail media and insights capabilities into a significant growth avenue.