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In this conversation with Gulf Business on International Women’s Day, Rakhee Raval Shepherd, Head of PR and Marketing at Blacklane UAE, delved into her journey as a woman leader in the services industry. Rakhee discussed her professional trajectory, from her diverse marketing background to her pivotal role in launching Blacklane’s innovative chauffeur service in the UAE.
Notably, she highlighted Blacklane’s commitment to diversity, boasting a remarkable 50 per cent female chauffeur workforce. She candidly addressed the challenges of balancing motherhood and career, emphasising resilience and continuous growth. She also shared invaluable leadership advice and personal aspirations, underscoring the importance of empowerment and achievement.
My marketing journey began during university, leading to roles in market research and fashion retail in London and Hong Kong. I then moved to Dubai, working with fashion retailers and eventually joining the core team that launched Namshi.
My role involved product mix, brand strategy, and global expansion efforts. Later, I focused on PR for Dubai Design District.
Becoming a mother during COVID was life-changing. I actually had two babies back to back, which was tough as I was pregnant for two years.
And my daughter was only 13 months old when my son was born. I had them both during COVID. So had like this three year break to enjoy motherhood, it wasn’t really slowing life down.
It was actually even harder, but it was the most rewarding and impactful moment of my life. And I mean, if I think professionally, there have been, several highlights from hitting milestone of the number of orders we would receive at Namshi, and the same with D3, achieving all of our targets.
Additionally, launching Blacklane in the UAE has been immensely rewarding.
Blacklane prioritises sustainability and diversity. It is part of our core values is to facilitate sustainability, which is why we have an all electric car. But within that, there also comes the ESG element and the social governance part. And, promoting diversity and equality is so important to us as a brand.
Our marketplace model in the UAE allows us to hire chauffeurs on permanent contracts. Initially, female chauffeurs comprised a smaller percentage, but we reached 50 per cent by prioritising diversity and equality.
Guests can request chauffeurs for ride now or ride later services. And for our ride later, you can actually make special requests where you can request whether it’s a child car seat or a female chauffeur.
And we found a lot of our guests have received our female chauffeurs very well. A couple of our chauffeurs are actually developing a fan base on our social media accounts.
Blacklane UAE has received three awards and has seen success with original content, including a series featuring Emirati entrepreneurs. Our commitment to excellence and innovation continues to drive our success.
Balancing motherhood and career, especially during COVID, has been challenging. Additionally, navigating the demands of a senior role requires resilience and self-awareness.
Effective leadership involves self-awareness, communication, emotional intelligence, resilience, and empowerment. Multitasking and vision-setting are also crucial for success.
Personally, I aim to be the best version of myself for my family and carve out time for self-care. Professionally, I strive for continuous growth and achievement.
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