With nearly two decades of international experience, Peggy Scherpenberg has forged a reputation for excellence at the crossroads of marketing, communications, events, and business strategy. Renowned for her ability to bring teams together, foster clarity, and drive results, Peggy’s dynamic leadership continues to help inspire growth and transformation across organizations. In 2023, she was honored with the Leadership Award at the Marketing 2.0 Conference, a testament to the profound impact she’s had throughout her career.
Now leading the Belgian Business Council in Dubai as Chairwoman, Peggy is dedicated to strengthening the Belgian business community, building meaningful cross-border partnerships, and connecting people with strategic opportunities throughout the UAE. At the heart of her mission is a simple but ambitious goal: uniting people with strategy to create real, lasting impact.
Below is our exclusive interview with Peggy Scherpenberg.
- As the Chairwoman of the Belgian Business Council in Dubai, how do you envision strengthening the organization’s role in fostering economic collaboration between Belgium and the UAE in the coming years?
What many people don’t know is that Belgium has a long-standing and strong business relationship with the UAE. It was the second country to formally recognize the United Arab Emirates, and Belgian companies have played a pivotal role in some of the country’s most iconic projects, including the Burj Khalifa, Sheikh Zayed Grand Mosque, Guggenheim Museum, Zayed National Museum, and the Palm Jebel Ali megaproject. And still, I see the coming years as a period of meaningful growth and deeper collaboration between Belgium and the UAE.To achieve this, we want to grow the Belgian Business community here in Dubai. I’m fortunate to be supported by an amazing board, and together, the more companies and members who join us, the better we can understand their needs, provide relevant answers, and identify cross-collaboration opportunities. A broader and more diverse membership base also allows us to expand our portfolio of activities and bring together Belgian companies, Dubai companies, and government entities across more sectors than ever before. The UAE moves fast, and so do we. Whether it’s the way we structure our events, the partnerships we build, or the support we offer to companies, we constantly reinvent ourselves.Another priority is continuing our close cooperation with Dubai Chambers, who have been invaluable to us. They consistently create new opportunities and actively work with us to explore where Belgium and Dubai can reinforce each other. This partnership continues to open doors for Belgian companies entering Dubai and for Dubai companies looking toward Belgium: this synergy is something we intend to strengthen even further.We also maintain strong relationships with the Belgian trade organizations active in the UAE. Many Belgian companies exploring the Dubai market, first come into contact through these entities, and from there we support them in navigating Dubai’s economic environment. Once they become members, we help connect them with the right authorities, partners, and service providers to ensure a smooth and informed market entry.And finally, we will continue to closely monitor and promote key events, seminars, trainings, and policy updates that matter to our members. Keeping them informed and engaged empowers them to be resilient, agile, and well-prepared to do business in the UAE. Knowledge is one of the strongest tools we can offer.Ultimately, my vision is to strengthen the entire ecosystem: growing our community, deepening our partnerships, raising our visibility, and continuously reinventing the way we support Belgian-Dubai business collaboration. - With your extensive background in marketing and communications, what do you see as the key opportunities for brand growth and visibility in the UAE market today?
I see the UAE as one of the most vibrant and opportunity-rich markets in the world, but also one of the most rapidly evolving. For brands looking to grow and truly stand out, there are several key opportunities worth highlighting.The UAE government offers an exceptional ecosystem of platforms, trainings, and initiatives designed to help companies grow, scale, and stay ahead in a fast-moving market. For example sector-segmented freezones (Internet City, Dubai CommerCity,…), innovation hubs and incubators such as Hub71, the Dubai Future Foundation, and Dubai Future Academy, as well as nationwide initiatives like “One Million Prompters” for AI literacy, give businesses access to resources that are hard to find anywhere else. The key is not just knowing these opportunities exist, but actively leveraging them, so using the systems, networks, and support available, to stay competitive, innovate faster, and build resilience in the UAE’s dynamic business landscape.At the same time, the UAE market is becoming increasingly cluttered. With so many brands fighting for attention, the only way to truly stand out is to dare to be different. You need to be willing to step away from what everyone else is doing. Be original, entrepreneurial, and authentic. If you follow the crowd, your message will simply disappear into the noise.Another important remark is that resilience and adaptability are more important than ever. The pace of change here is fast, faster than in most global markets. Those who succeed are the ones who remain agile and open to shifting strategies, new technologies, and evolving customer expectations. In the UAE, adaptability is not a “nice to have”; it is a survival skill.Equally, a fundamental success factor in the UAE is understanding your audience. This is where the world meets, and that diversity brings both opportunities and challenges. A message that resonates with one demographic may fall flat with another. Equally important is understanding Emirati culture: its values, its nuances, and its expectations. Brands that invest in cultural intelligence earn trust and build stronger connections.Finally, clarity is everything. Your story must be coherent, focused, and meaningful. Avoid trying to be everything for everyone. Instead, clearly articulate your strengths and what truly sets you apart. If people don’t understand who you are and what you bring to the table, there is simply no space for you in a market this competitive.As a last note: brands that want to make it in the UAE need courage. Courage to innovate, to take calculated risks, to rethink what success looks like. The UAE rewards boldness and the brands that embrace that mindset are the ones that rise above the rest.
The UAE market is becoming increasingly cluttered. With so many brands fighting for attention, the only way to truly stand out is to dare to be different. You need to be willing to step away from what everyone else is doing. Be original, entrepreneurial, and authentic.
Peggy Scherpenberg speaking at one of the events of the Belgian Business Council Dubai - Drawing from your experience in HR consultancy and leadership, what do you believe are the main challenges companies face in attracting and retaining top talent in the UAE?
I believe companies in the UAE are facing a very particular set of challenges when it comes to HR and talent retention.First, there is simply too much influx. Where in many parts of the world finding applicants for open positions is a problem, the UAE has become a victim of its own success. Its reputation, quality of life, safety, and economic dynamism attract thousands of talented professionals looking to relocate. As a result, every publicly posted vacancy receives an overwhelming number of applications, sometimes in the thousands. Hence why so many job openings are never officially published. It is virtually impossible for recruiters to manually review them all, so automated screening systems take over. While efficient, these systems prioritise resumes based on keywords and formatting. Candidates who use AI to tailor their CVs to the job description often make it through the first cut, even when their actual experience may not fully reflect what is written. This makes it much harder for companies to identify genuinely qualified talent.Another challenge relates to the rising cost of living. While expenses continue to increase, wages in many sectors are tightening, and several benefits that were once standard such as housing allowances or school fees, are no longer commonly included. This puts significant pressure on young families and may push some professionals to consider other markets in the coming years. It also creates volatility: employees may be more inclined to leave for marginal salary increases elsewhere. Companies face a delicate balancing act: how much to invest in attracting and training talent versus the risk of losing them shortly after they become fully operational.One of the most effective solutions is to ensure that the workplace becomes more than just a place to earn money. Employees stay where they feel valued. A healthy work culture, inspiring leadership, opportunities for personal development and growth, and a sense of belonging are all essential. When people enjoy the environment, feel respected, and see a future for themselves, they are far more likely to stay, even in a competitive market.Despite the challenges, I firmly believe that companies can find the right people if they put in the effort. And once they do, they should truly cherish them. Making employees feel at home and investing in their well-being is the strongest defence against churn, and ultimately the foundation of a loyal, high-performing team. - Having worked across diverse international markets, what in your opinion makes the UAE a unique environment for building strategic partnerships and fostering business innovation?
For me the UAE is unlike any place in the world, it is where the world meets.
The diversity in talent, cultures, and business perspectives creates unlimited possibilities for partnerships that cross borders and industries. But once again: understanding your audience is essential here. Whether you are talking to multinational executives, local Emirati decision-makers, or regional stakeholders, only by connecting your and your partner’s priorities and values you can turn a business relationship into a long-term strategic collaboration. Especially in the Emirati business culture, where relationships are built on trust and mutual benefit.We’ve talked before about the access to government-backed platforms, innovation hubs, and accelerators where companies can easily test new ideas, and scale solutions quickly. You can collaborate with both private and public stakeholders in ways that are rarely possible elsewhere. Especially as this is combined with the market’s dynamism and forward-looking mindset.The UAE is a place where you can grow bold ideas in the right ecosystem. With the right partnership, you can quickly scale your business not only locally but regionally and even globally.The diversity in talent, cultures, and business perspectives creates unlimited possibilities for partnerships that cross borders and industries.
Peggy Scherpenberg giving a keynote speech on Women in Leadership - Looking ahead, what are your future professional goals or upcoming projects in the UAE that you are most excited about?
Helping companies grow to their full potential here in the UAE and beyond, has always been my passion. As Chairwoman and consultant, I want to create real, lasting impact. And yes, we Belgians are often told we’re too modest, but I’ll be bold: in my next long-term opportunity, I hope to leave a legacy that truly makes a difference.
Peggy Scherpenberg’s journey is marked by boldness, adaptability, and vision—qualities that continue to shape not just the Belgian business community in Dubai but the wider business landscape in the UAE. Her dedication to bringing people and strategy together sets an inspiring example for leaders everywhere, and at TradeGulf Magazine, we look forward to witnessing her continued impact and success.
Editorial Staff 2025
