Communicate: Dubai

Agenda

• • From 9:30 AM
  • Registration & Networking Breakfast
• • 10:00 AM
  • Welcome Note
• • The Carpenter’s Broken Door – Communicating Our Own Value · More info

    Reflecting on the Arabic proverb, this talk highlights how communications departments, while excelling at telling their organisation’s story, often neglect to communicate their own impact. It will cover ways to build credibility through reporting, performance storytelling, and visibility with leadership.

• • Resistance Is Real: Understanding and Overcoming Resistance to AI Adoption
• • 11:40 AM
  • Networking Break
• • Frank & Fearless: Building Belonging Across Borders
• • HR Transformation through AI
• • 13:10 PM
  • Networking Lunch
• • Owning Your Employer Brand Story Isn’t Optional - If You Don’t Tell It, Someone Else Will
• • Leading Workplaces for the Now and the Future · More info

    The workplaces of today and tomorrow demand leaders who can do more than hit targets- they need to inspire, connect, and create belonging through the way they lead. From wellbeing and inclusion to purpose and sustainability, what matters most now is how leaders prioritise and shape the everyday experience of their people.

    In this 45-minute interactive session, Ruth Dance will share stories and best practices from inspiring organisations around the world, alongside practical tools to help leaders shift their mindset – from focusing purely on performance and outputs, to recognising that the employee experience they create is the foundation of long-term success. Attendees will engage in action-focused exercises and leave with a set of practical commitments they can apply immediately to lead workplaces that are fit for both the now and the future.

• • 15:05 PM
  • Networking Break
• • Topic-based Roundtables
• • Expert Panel: Designing Change-Ready Organisations
• • 16:30 PM
  • End Note

Guest Speakers

Adel Maymoon

Corporate Communications Director at EMSTEEL Group

Adel Maymoon currently serves as the Corporate Communications Director for EMSTEEL Group, a publicly listed company, and the UAE’s largest steel and building materials manufacturer. Adel is responsible for overseeing all aspects of the company’s internal and external communications efforts. Additionally, Adel is an active thought leader in the field, regularly sharing his insights and experience through posts on his LinkedIn profile, covering topics such as corporate communications, public relations, marketing, and social media. Throughout his 22-year long career, Adel has managed teams of varying sizes and have worked with Ministers, CEOs, boards, and other stakeholders. He has a diverse background working with various industries, including government, corporate, free-zone, energy, finance, real estate, hospitality, health, retail, luxury brands, F&B, media, eCommerce, startups, and non-profits. Adel is a member of the Media Department External Advisory Committee at University of Wollongong in Dubai. He is an elected Strategy Board Member at the Middle East Public Relations Association (MEPRA). He is also member of the MEPRA Sustainability Committee.

Juma Beljaflah

Group Chief Human Resources Officer at Union Properties PJSC

Seasoned, Strategic, and Tech-savvy Group Chief Human Resources Officer with a record of success in spearheading HR digital transformation initiatives, implementing sustainability training programs, and driving business objectives to achieve remarkable outcomes! As the Group Chief HR Officer at Union Properties, I am at the helm of HR Digital Transformation, Sustainable Strategies, Business Growth Initiatives, fostering a Culture of Innovation, championing Diversity & Inclusion, and cultivating High-Performing Teams.

Ruth Dance

International facilitator, consultant and keynote speaker

Ruth Dance is a keynote speaker, consultant, and facilitator with two decades of experience helping leaders and organisations create inspiring, people-first workplaces. She has partnered with organisations across the UK, Europe, and the Middle East—including Christie’s, Mitie, and News Publishers—bringing insight into how leadership communication, culture, and employee experience connect to business performance. Her career has spanned leadership development, organisational culture, and employee engagement, with a focus on equipping leaders and managers to lead with clarity, empathy, and trust. Today, Ruth works with organisations and training providers globally, combining international perspective with local expertise in the GCC region. Known for her engaging, no-fluff style, Ruth ensures her audiences leave not only inspired but also equipped with practical actions they can put into play immediately.

Hassan AlHindwan

Employer branding & communication strategist

Meet Hassan AlHindwan, an employer branding & communication strategist who helps companies turn prospective talent from “Why join you?” into “I’m ready to apply,” and moves current talent from “Maybe there’s better out there” into “I want to grow here.” Drawing on global experience with Fortune 500 giants, agile tech startups, and deep GCC market understanding, Hassan infuses brand strategy and comms principles with marketing know-how to help companies attract, inspire, and retain the people who power their success.

Mandy McDermott

Director Internal Communications at Kent

Mandy is an empath who believes in the power of connection to drive meaningful outcomes. With a Project Management mindset, she tackles complex challenges and is dedicated to enhancing analogue connections through digital means. A recovering perfectionist, her guiding principle is "strive for connection, not perfection." Her passion for researching human-centered businesses informs her approach to employee experience. At Kent, she leads communications and engagement, focusing on shaping employee experiences, aligning culture, fostering integrity, leveraging team strengths, facilitating change, ensuring psychological safety, and utilizing technology to create impactful social content.

Jo Hennigan

SVP Communications & Advocacy at Kent

Jo leads internal communications at Kent, a global engineering company operating across the energy sector. With a passion for people and how we consume information, Jo focuses on creating clarity during change, building connection across diverse teams, and making Kent a more enjoyable place to work. She believes great internal comms is about more than sharing updates—it’s about shaping culture, driving engagement, and helping people feel part of something bigger.

Tim Walmsley

Partner - People, Growth & Change at 6W Agency

Tim supports transformation and change management projects both as an independent consultant and as a Partner designate for People, Change and Growth at 6W Agency where he focuses on Family Office and MENA market entry mandates.

Marina Oplachko

Enterprise Change Management Lead at Baker Hughes

With 20+ years of international experience across energy, oil & gas, and healthcare sectors, I bring a unique dual focus: delivering impactful internal communications and organizational change that drive alignment, adoption, and engagement—while leading external communications and customer-facing change management that strengthen brand trust, market relevance, and support growth.

Dr. Heba Makram

Strategic Transformation Advisor

Transformation, innovation and the future of human and customers experience these are themes that have shaped my career and continue to inspire me every day. I’ve worked across businesses and continents, introducing strategic organisational capabilities, reshaping cultures, and leveraging technology to redefine how businesses adapt, grow, and succeed.