Executive Committee of Board Members
Meet the Team
Peggy Scherpenberg
Chairwoman
Peggy has nearly 20 years of global experience in advertising, marketing, and events. During her career, she has had the privilege of leading brand teams, managing high-profile global clients, and organising large-scale events hosting over 45,000 spectators.
In 2023, she was awarded the Outstanding Leadership Award at the Marketing 2.0 Conference, which was a nice recognition of the impact she has made on the industry so far.
She consults companies on branding and marketing strategy, helping them define, refine, and activate their brand presence.
François Goethals
Vice Chairman
François leads the Customer Strategy & Experience (CX) team at Deloitte Digital Middle-East, specialising in delivering technology-driven omnichannel customer experiences for government and private sector clients.
He empowers his clients to collect and transform customer insights into impactful strategies, driving human-centric digital and organisational change for sustainable business growth.
Before joining Deloitte, he was an entrepreneur who expanded Brandfirst Interactive, a digital agency acquired by Deloitte Digital in 2018.
Christophe Moons
Board Member
Christophe has over a decade of experience in marketing and communications, including serving as Deputy Editor-in-Chief at DPG Media.
He has collaborated with prestigious organisations such as BNP Paribas, Renault, and Luxilon, crafting compelling narratives and impactful campaigns.
In addition to managing Belgium's largest tennis news platform, Christophe oversees PR and communications for athletes and academies and serves as the Community Manager for We Are Tennis Belgium by BNP Paribas.
Beyond his corporate work, he is passionate about coaching individuals to achieve digital excellence.
Stéphanie Reniers
Board Member
Stéphanie, a Belgian entrepreneur and CEO of Gentis, has spent over 15 years reshaping talent acquisition.
In 2011, she co-founded Gentis with three partners, starting as a team of four. Today, Gentis Recruitment operates across different countries, with a diverse team of hundreds of professionals.
She helps CEOs and entrepreneurs around the world solve one of their toughest challenges: building the right teams.
As YPO member and sought-after keynote speaker, she’s known for her direct insights on AI in recruitment, diversity, and cross-cultural leadership.
Stéphane Rogovsky
Board Member
Stéphane is an international Strategic & M&A Advisor with 25+ years of experience across Europe, Africa, and the Middle East.
He began his career in Brussels in banking operations at Euroclear before holding senior leadership roles at Deutsche Bank Private Wealth Management and Lloyds Private Banking in Geneva. He later transitioned into influencer marketing in South Africa, founding an agency, chairing the industry in South Africa, co-chairing it in France, and was twice recognized among the Top 50 global influencer marketing experts.
Today, based in Dubai, Stéphane advises companies globally, helping them navigate transition phases including growth, turnaround, M&A, and capital raising
Sanah Hassan
Board Member
Sanah is an international business developer in the beauty and fashion industries with over 20 years of experience in brand development, artist management, and strategic partnerships across global markets. Having built her career across multiple regions, she specializes in connecting talent, businesses, and opportunities to drive sustainable growth.
At the council, she contributes a strong focus on community building, high-impact networking, and cross-industry collaboration. Passionate about elevating Belgian talent and entrepreneurship in the UAE, she actively supports initiatives that strengthen visibility, foster partnerships, and create tangible business opportunities for members.
Armando Ghekiere
Board Member
Armando is a technology partnerships professional with a background in product management, strategic partnerships, and hospitality. He currently leads Partnerships and Integrations at Supy, a B2B SaaS company transforming the F&B industry, where he focuses on expanding strategic partnerships, driving product integrations, and supporting the company's international growth.
Passionate about connecting technology with people, he is committed to building solutions that create meaningful business impact.
At the council, Armando focuses on developing the Tech Hub, a launch pad for Belgian tech companies and professionals to establish and grow their presence in the UAE.
Véro Leijnen
Board Member
Vero has over 15 years of international experience in technology partnerships, enterprise sales, and business development, followed by a transition into Dubai real estate. Having worked with global technology companies across Europe and the Middle East, she brings a strategic, consultative approach to every client relationship.
As a Property Investment Advisor with eXp Realty, she specializes in helping both international investors and Dubai residents navigate the market with confidence.
At the council, Vero focuses on supporting overseas individuals and companies to facilitate their market entry from the earliest stages to establish a strong foundation.
Elena Blaton
Secretary General
Elena is responsible for the day-to-day operations and activities of the Belgian Business Council Dubai. She serves as the main point of contact for members and partners and plays a key role in translating the Board’s vision into concrete initiatives and events.
She began her UAE journey at Flanders Investment & Trade Dubai during EXPO 2020, where she worked on economic and diplomatic missions, promoting trade and investment between Flanders and the UAE.
She later deepened her experience in UAE market entry, business setup, and local compliance through a role at a well-established UAE corporate services firm. During this time, she was already an active member of the Council, serving as Young Professionals Advisor to the Board.