Executive Committee of Board Members
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.
Currently, she serves as Marketing and Communications Director at Qamar Group, a full-service HR consultancy based in Dubai. Alongside this role, she also consults with 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.
Karim Boutaour
Board Member
Karim is a dynamic executive leader who holds an experience of more than 25 years in areas like Marketing Strategy, Digital Business Transformation, Cost Optimisations, Product Development, Sales Leadership, Strategic Planning, Integration & Program Management and Business Development in the realm of Automation, Smart Cities, IoT Solutions, and Product Innovation.
Thomas Deville
Board Member
Thomas serves as the General Manager Middle East, Africa, Asia at IDtech, a Belgian manufacturer of access control and alarm management systems.
With over 15 years of experience in the region, he has contributed to the construction and security of critical infrastructure - government buildings, energy facilities, datacenters, and transportation hubs.
Thomas holds a Master of Science in Business Administration from Kedge Business School and an Executive MBA from INSEAD.
Olivier Lambin
Board Member
Olivier is the Co-Founder & Managing Director of Liren Language & Communication Middle East, helping companies across the GCC upskill their teams through language, soft skills, and intercultural training.
With years of international experience across multiple countries and as an entrepreneur and business leader, he understands the challenges of doing business abroad and wants to help Belgian companies thrive in the UAE.
His vision is to make the BBC even more dynamic, fostering stronger collaboration between members, creating new synergies, and ultimately generating more opportunities for all.
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.
