Driving change: Blacklane powers gender equality one car at a time

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.

Listen to the full conversation on our podcast channel – Gulf Business on Spotify.

Excerpts:

Q. Could you share your professional journey with us?

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 and today utilising my experience in both marketing and PR, I head the Marketing and PR department for Blacklane Middle East.

Q. Reflecting on impactful moments, what stands out to you?

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 if I think professionally, there have been, several highlights such as achieving key  milestones in the highest number of orders we received at Namshi, and the same with D3, achieving all of our targets.

Additionally, launching Blacklane in the UAE and positioning it as a leader in chauffeur services has been immensely rewarding.

Q. Regarding Blacklane’s 50 per cent female chauffeurs, how was this milestone achieved?

Blacklane prioritises sustainability and diversity. It is part of our core values to facilitate sustainability, which is why we have an all electric car fleet. But within that, there also comes the ESG element and the social governance part. And, hence promoting diversity and equality is so important to us as a brand and that’s why our fleet comprises both male and female chauffeurs, all receiving equal training.

Additionally, globally, we are 100 per cent carbon neutral as we offset all our carbon emissions from our rides.

Our enhanced business model in the UAE provides dedicated chauffeurs with monthly salaries. Initially, female chauffeurs comprised a smaller percentage, but we reached 50 per cent by prioritising diversity and equality.

Q. What feedback have you received about female chauffeurs at Blacklane?

Guests can request chauffeurs for ride later services. And for our ride later, you can actually make special requests such as 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.

Q. What other achievements can you share about Blacklane?

Blacklane ME has received three awards and has seen success with original content, including a series featuring Emirati entrepreneurs, featuring leading industry personalities. Our commitment to excellence and innovation continues to drive our success.

Q. What challenges have you faced, both personally and professionally?

Balancing motherhood and career, especially during COVID, has been challenging. Additionally, navigating the demands of a senior role requires resilience and self-awareness.

Q. As a senior leader, what qualities do you believe are essential?

Effective leadership involves self-awareness, communication, emotional intelligence, resilience, and empowerment. Multitasking and vision-setting are also crucial for success.

Q. What goals have you set for yourself, especially on International Women’s Day?

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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