Welcome to the Emirates Woman weekly series ‘How I got my job as…’ where we speak to some incredible entrepreneurs and businesswomen both based in the UAE and globally to find out about their career paths that led them to where they are now; what their daily routines look like; the advice they’d give to those starting out; and the hurdles they’ve had to overcome.
This week, we speak to Rakhee Raval Shepherd, the Head of Marketing & PR at Blacklane Middle East. Blacklane’s Chauffeur Service delivers an unparalleled ride experience so you can optimise your travel time. All the chauffeurs are meticulously trained to provide a seamless and safe experience for each passenger.
With a strong background in marketing, Shepherd has garnered the right skillset over the years in her field as a professional. To understand more, Emirates Woman sat down and spoke to to see how her entrepreneurial journey began.
What was your favourite subject at school?
There were quite a few subjects I enjoyed, from physical education to geography and learning about different countries and cultures. But I would say that Oral English and Business Studies were my favorite, expressing yourself through words and learning about the origins and growth of businesses fascinated me.
What was your first job?
My very first job was with Ipsos, a global market research firm engaged by brands to understand their audiences better. It was quite challenging as it involved cold calling people, which is never fun, but back then people had more time to conduct these types of surveys. This led to me working as promotional staff in London whilst I was at university, working with beauty and perfume brands to promote their products at Heathrow Airport, which was perfect for me as I love speaking with people.
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What brought you to Dubai?
After university I worked for a fashion accessory supplier, the company wanted to expand into Asia and the Middle East, so I moved to Hong Kong for two years to lead the growth of the business in these markets. One of my key clients was the owner of a leading fast fashion retailer based in the UAE, we built a strong connection, so I ended up moving to Dubai to support in the execution of the new retail concept the group was launching. It was the right move for me, a great opportunity presented itself combined with the year-round sunshine and tax -free earnings, I would have been crazy not to move to Dubai, I’ve now been here for 14 years.
What inspired you to enter the mobility space and talk us through your role as Head of Marketing & PR at Blacklane Middle East.
When I looked back at the roles I’ve previously had, it was working with start-ups that I enjoyed the most. So, when I was approached by a recruiter about Blacklane entering the market and the Dubai project being the testbed to launch the companies enhanced business model, which would later roll out into other cities, I felt that same level of excitement. When I joined Blacklane, my objective as Head of Marketing & PR was to launch Blacklane in Dubai, generate brand awareness through multiple marketing channels and work with media to target a B2C audience. We also spent a lot of time looking at our brand positioning and how we could differentiate ourselves from other existing players.
Talk us through the concept of Blacklane?
Blacklane is an award-winning global chauffeur service operating in more than 50 countries and 200 cities worldwide. Last year we launched in Dubai with an all-electric fleet of luxurious Mercedes-Benz EQS vehicles, driven by our team of Academy-trained male and female chauffeurs. Our chauffeurs work exclusively for Blacklane and receive a monthly salary and we provide upgraded accommodation with amenities so that they are well looked after. We invest heavily in their training so that they can perfect their driving abilities and learn about chauffeuring etiquette which results in providing an exceptional service ensuring that every guest feels safe and comfortable when riding with us. Our services are available through our mobile app making it stress free and convenient to book a professional chauffeur.
What are the key elements of your role?
I work across all elements of the marketing function, starting from developing both the marketing and PR strategies, supporting the overarching business objectives. Ideating and executing creative content like our OOH campaigns, brand shoots, developing both B2C and B2B marketing collateral, and creating compelling digital content. I manage my team and oversee all brand partnerships, collaborations, sponsorships, tradeshows and activations as well social media and influencer management. In addition, I manage the PR agency and engage in media relations, and of course I am responsible for the budgets, KPIs and reporting.
Talk us through your daily routine.
Honestly, every day is different which is something I appreciate but generally I start my day with a 15-minute meditation before my kids wake up to prepare myself for the day ahead, I get the kids ready for school and drop them off, and if I’m lucky I manage to squeeze in a quick run or work out before I catch up on emails, align with my team and lay out the priorities for the day.
What advice do you have for anyone looking to follow in the same footsteps?
My role is an all-encompassing role and involves multi-tasking at every moment. Attention to detail is key and having good people skills, most importantly having a motivated and engaged team is crucial. It is highly rewarding when you see the visual outputs or when projects are executed well, and you see the objectives set out being met.
Tell us more about the services
Typically, limousine services that offer professional chauffeurs and luxurious vehicles require pre-booking via the web or by phone, but Blacklane brings this level of service excellence to guests via a mobile app, which is very convenient. We offer a range of services includes one-way and return journeys, airport transfers, hourly bookings, as well as inter-emirate travel. Guests also have the option to book a ride now or to schedule one for later. It makes me proud to say that 50 percent of our chauffeurs are female and that we offer premium quality child car seats, both preferences can be requested via the app.
What is the best piece of advice you have ever received?
When making decisions, quiet your mind and follow your instincts.
And what is the worst?
Just do what they tell you to do.
What’s the biggest challenge you have had to overcome?
Balancing work and home life as a new mum.
What’s your future for the brand?
Our vision for the future of the brand is rooted in promoting an ethical and eco-conscious way to travel. We aspire to lead the industry by example, setting new standards in safety and sustainable travel. Our goal is to redefine luxury travel by intertwining opulence with a commitment to the planet, offering our guest a travel experience that is not only luxurious but also socially and environmentally responsible.
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Images: Supplied & Instagram @blacklanemiddleeast
