Last week, Amy Hayer, Partner at Hanson Search, joined the latest Global Women in PR (GWPR) panel in MENA. The event brought together senior communications leaders to discuss how the function is evolving amid globalisation and new technologies, and to highlight the growing influence of the MENA region in shaping the future of global communications strategy.
Amy spoke about the importance of increasing female representation in senior leadership, particularly within communications roles at C-suite level, in a region where women currently hold just 13% of executive positions. “Empowering women communications leaders in the C-suite isn’t just a matter of fairness, it’s a strategic necessity. These leaders help businesses make informed decisions, drive inclusion and ensure that communications align with the company’s vision and values.”
Globalisation and Communications in MENA – Balancing a Unified Identity with Local Nuance
The panel explored how globalisation is reshaping communications leadership. As global brands maintain a consistent identity with the cultural diversity of the MENA region, the region itself is shifting from “followership to leadership” across sectors such as luxury, fashion and technology. This evolution is creating opportunities for communications professionals to act as strategic advisors, adapting global frameworks to local audiences. Examples included campaigns celebrating community and family values, and initiatives by international brands championing women’s empowerment through culturally relevant storytelling.
The Shifting Identity of Communications – New Titles and Evolving Influence
The panel discussed how in-house communications roles and structures are evolving. As “Human Resources” has become “People and Culture,” new titles such as Chief Communications Officer, Chief Impact Officer and Chief Diplomacy Officer now reflect the strategic value of communications. Yet traditional hierarchies still pose barriers, with outdated “banding systems” limiting recognition. In some major organisations, however, communications is increasingly positioned above marketing, signalling a meaningful shift in how its influence is valued.
Elevating Communications and Securing a Strategic Seat at the Table
To move from a tactical to a strategic role, communications leaders must clearly demonstrate how their work drives business performance. The panel emphasised the importance of being involved early in decision-making, aligning communications with business goals, building commercial acumen and strengthening cross-functional collaboration. Amy noted “If ever there was a time for communications leaders to shine, it was during the pandemic. That period proved how essential our function is in guiding organisations through uncertainty—and now, in an era defined by ESG, digital transformation and global complexity, our voice at the table has never been more important.”
Looking Ahead to the Future of Communications in MENA
While technology continues to shape the industry, the panel agreed it cannot replace human judgement, empathy or creativity. For those driving communications leadership in MENA, financial literacy, data analytics and business insight are becoming essential—alongside the ability to demonstrate how communications protects reputation, builds trust and supports sustainable growth.
Beyond business impact, communications leaders have a role to play in shaping how women are represented in leadership and in the media, helping to build inclusive narratives that reflect the region’s progress. The future of communications leadership in MENA is defined by strategic influence, commercial understanding and purpose-driven vision. As Amy concluded, the future belongs to communicators who pair business acumen with authenticity and ensure every voice, especially women’s, is heard at the table.
Whether you’re hiring or considering your next career move, our team would be delighted to support you.
Amy Hayer is global Head of Healthcare and Communications. She has a proven track record in advising and counselling professionals on critical career choices across both the UK and MENA region.
Hanson Search is a globally recognised, award-winning talent advisory and headhunting consultancy. We excel in helping businesses recruit world-class, transformative talent for business-critical roles that drives revenue and manages reputation and risk.
Career Enquiry
