Natalie Cooke, Chief Client Partner, M+C Saatchi.Emirati Women’s Day isn’t just a date in the calendar – it’s a cultural moment that asks us to pause, reflect, and celebrate the women whose leadership continues to shape the UAE.
For me, as a woman in leadership in this region, it’s also a moment of truth: a chance to acknowledge the realities of the boardrooms we sit in, the expectations we navigate, and the quiet revolutions that Emirati women are leading every single day.
Breaking expectations in real time
One of the things that continues to strike me is how often people underestimate Emirati women – sometimes subtly, sometimes blatantly. I’ve sat in meetings where the assumption was that they would play a supporting role, only to watch them completely flip the script.
I remember a client who stayed silent through a heated debate, letting the room churn through its noise and discussion, before calmly offering one question that cut through everything and reset the entire direction. It wasn’t loud. It wasn’t flashy. It was devastatingly effective and it was done with grace.
Another moment: a young Emirati client walking into a workshop where half the attendees assumed she was there to observe. Indeed she started off quite passive but with the support of another female colleague she truly the led the session. With clarity, cultural insight, and conviction, she owned the room. By the end, those same attendees were deferring to her.
These moments aren’t just impressive – they’re quietly revolutionary. They chip away at ingrained expectations of who gets to lead and how.
Every time an Emirati woman takes the lead in a boardroom, on a project, or in a public role, she is rewriting the script – not just for herself, but for the women coming after her.
The gendered reality
Leadership, anywhere in the world, still comes with gendered expectations. Women are expected to be decisive but collaborative, ambitious but modest, strategic but empathetic. It’s a daily tightrope that male leaders rarely ever have to try to walk. Emirati women navigate this with extraordinary skill.
They turn those expectations into a strength – leading with empathy without losing authority, balancing heritage with innovation, showing that grace and grit are not opposites but allies.
And as a woman in leadership myself, I recognise the same tensions. I’ve walked into rooms where I’ve had to “prove” I belonged before the conversation even began. I’ve learned, like many of my Emirati counterparts, that authority doesn’t come from being the loudest – it comes from being the most certain, the most authentic and the most prepared.
Why visibility matters
This is why representation matters so deeply. Every time an Emirati woman takes the lead in a boardroom, on a project, or in a public role, she is rewriting the script – not just for herself, but for the women coming after her.
And I feel that responsibility too. I make a point to my younger colleagues after a meeting and say, “It was good to see you take charge and great work”. Those comments stay with you. They remind you that leadership isn’t just about the decision you make in the room – it’s about the signals you send to everyone watching.
A personal thank you
So on Emirati Women’s Day, I want to offer something more than admiration: gratitude. To the Emirati women who’ve challenged me, collaborated with me, and inspired me – thank you.
You’ve taught me that cultural power isn’t theoretical. It’s lived, every day, in the way you lead: with conviction, with courage, with a refusal to be boxed in by expectation.
Your grace has taught me that elegance is a form of strength. And your example has reminded me that breaking expectations isn’t about being provocative for its own sake – it’s about showing what’s possible when we lead authentically.
The UAE’s story has always been one of bold vision. Emirati women aren’t just part of that story – they are rewriting it. And for those of us privileged enough to work alongside them, the challenge is clear: keep the doors open, keep the standards high, and keep pushing forward together – hand in hand.
By Natalie Cooke, Chief Client Partner, M+C Saatchi.
