At a recent GWPR MENA panel discussion, Careers in Conversation, senior industry leaders gathered in Abu Dhabi to examine how the UAE’s communications market is changing and what this means for female professionals operating at the highest levels. Amy Hayer, Managing Partner MENA at Hanson Search, joined fellow panellists to discuss the current talent paradigm, the progression of female professionals and the long-term positioning of communications careers in the UAE.
From the outset, one point was clear. Communications leadership in the UAE is no longer defined by access. Instead, it is defined by influence and commercial accountability.
The Expanding Role of Female Communications Leaders in the UAE
Historically, senior communications roles across the UAE centred on media relationships and government access. As a result, networks and visibility carried considerable weight. Today, however, the remit is broader and more commercially exposed.
Communications leaders now operate across:
- Corporate reputation and crisis preparedness
- Financial communications and investor confidence
- ESG positioning and sustainability disclosure
- Regulatory engagement across ADGM, DIFC and federal frameworks
- Internal communications during organisational expansion
At the same time, Abu Dhabi continues to expand its sovereign investment platforms, while Dubai attracts global capital and multinational headquarters. Consequently, communications is tied more directly to enterprise value. Narrative influences partnerships. Reputation affects regulatory confidence. Stakeholder trust supports long-term licence to operate.
During the GWPR discussion, panellists noted that technical credentials alone no longer secure executive credibility. Instead, boards are prioritising commercial judgement, risk awareness and the ability to advise under pressure.
From Visibility to Commercial Impact
Against this backdrop, Amy Hayer emphasised the need for female professionals to articulate a clear value proposition to decision-makers. In particular, she noted that advancement in the UAE is increasingly linked to measurable business outcomes.
Accordingly, boards and CEOs are asking more direct questions:
- How does communications protect valuation?
- How does it mitigate regulatory and reputational risk?
- How does it support capital raising, market entry or restructuring?
Therefore, professionals who frame their work in terms of risk management and capital stability are more likely to be included in strategic discussions. By contrast, those positioned solely as functional specialists may find progression slower. Moreover, those who take ownership of politically sensitive mandates or high-risk scenarios often build authority more quickly. In practice, influence is tested during periods of scrutiny. It is earned through judgement, not visibility alone.
Accessing Executive Leadership in the UAE
The UAE’s corporate ecosystem is uniquely linked. Government entities, sovereign investors, multinational corporations and family offices operate within a tightly networked environment. Executive access therefore depends on trust and strategic capability. During the GWPR session’s segment on elevating female professionals, the discussion focused on structural changes that ensure women move beyond inclusion towards genuine leadership positioning. Allyship matters. Sponsorship matters. But so does commercial endorsement. Women who are given exposure to high-stakes decision-making environments accelerate faster than those confined to delivery roles.
In a market as dynamic as the UAE, stepping into complexity is often the clearest route to influence.
Future-Proofing Communications Careers in an AI-Driven UAE Economy
The panel’s lightning round question on future-proofing careers highlighted a shared theme: technical capability alone will not define the next phase of leadership . AI is reshaping monitoring, content production and analytics. However, automation increases the premium on interpretation and risk judgement.
The communications leaders who will shape the next decade in the UAE will likely combine:
- Digital and AI literacy
- Financial and regulatory fluency
- Cultural intelligence across international and local audiences
- The confidence to challenge leadership constructively
The UAE is building globally competitive institutions at speed. Communications leaders are central to that ambition. For women in the field, the opportunity is not simply about participation. It is about shaping how capital, regulation and reputation intersect in one of the world’s most strategically important capital and regulatory markets.
If you are building or strengthening a communications leadership team in the UAE, or if you are a senior communications professional considering your next strategic move, we would welcome a confidential conversation. Hanson Search works across executive search, recruitment and talent advisory in the UAE, partnering with boards and executive teams to secure senior communications and corporate affairs leaders operating in regulated, high-growth environments. To discuss your hiring plans or career progression, please reach out to our team for a confidential chat.
With over 15 years in executive search, Amy Hayer advises boards and senior professionals on global leadership appointments across communications, healthcare and regulated sectors in the UAE.
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