In the 4th edition of our Global Voices series, we’re turning our focus to Dubai. Together with Mert Erden, who has led retail operations across a dynamic corridor stretching from Turkey to CIS and into MENA, we explore the real pace of doing business in Dubai, the transformation of the MENA retail market, and the evolving talent dynamics in the region. This episode offers a clear, experience- and data-driven perspective on the question: “Is Dubai truly a city of opportunity?”

1. Let’s start by getting to know you. Who is Mert Erden, and what do you do?

I’ve built my career in retail, and I genuinely love what I do. I enjoy visiting stores and following trends; over the years, this curiosity has naturally intersected with my professional life. Whenever I liked a store, I would immediately start thinking, “How do operations run here? How much revenue do they generate?” That classic commercial curiosity has become a natural part of my role today 😄

I also love traveling and engaging with different cultures. Meeting new people and experiencing new market dynamics energizes me, and this aligns perfectly with what I do professionally. That’s why having the opportunity to work across different geographies in retail makes me feel truly fortunate — I get to experience the things I love both in my career and in my personal life.

2. How did your retail career evolve from Turkey to CIS and MENA?

In Turkey, we were running a large retail operation and achieving strong results. At that time, Bestseller reached out and asked whether I could support a project in Kazakhstan. I accepted without hesitation. I didn’t have a specific expectation; I simply believed it was the right opportunity at the right time.

After our work in Kazakhstan, we expanded into markets such as Georgia. As our partners’ satisfaction grew, so did my scope of responsibility. Over time, I became responsible not just for a few stores, but for the entire commercial operations of the region, which allowed me to deeply understand regional market dynamics.

Later, an opportunity emerged in MENA. The region is both a significant growth area for global retailers and a highly competitive market. This move meant stepping outside my comfort zone and gaining experience in a different business culture — which is exactly why I wanted to pursue it.

3. What surprised you most when you moved to Dubai? The business culture, the speed, the expectations?

What surprised me most was the balance. On one hand, there is a fusion of Eastern and Western business cultures; on the other, global brand discipline blends with strong local realities. Competition is intense — you operate alongside both local and international players, which constantly pushes you to perform at your best.

The pace is also extremely fast. Decision-making processes move quickly, adaptability is expected immediately, and agility becomes a critical competency.

4. If you had to describe your current role in one sentence, what would you say? What does most of your day actually involve?

My day is not just about reviewing reports and thinking strategically :) It’s about aligning with partners around shared goals, building consensus, and ensuring that decisions are executed effectively and on time in the market. In retail operations, making a decision is only half the battle; ensuring that it truly works in the field is equally critical. So yes — a lot of phone calls :)

5. What did you enjoy most after moving to Dubai? What aspect of the city suits you best?

Probably the simple things — going for a run by the sea after work or swimming in the late afternoon. Here, that’s ordinary, but it feels incredibly refreshing to me. The city offers highly accessible activities; you can go sailing one weekend and on a desert safari the next.

Another aspect I appreciate is how meeting new people and cultures is part of daily life. There’s a strong sense of mutual respect in social interactions.

6. What has managing retail operations across different geographies taught you about leadership?

KPIs may be the same everywhere, but people and realities are completely different. 😄 The key lesson in leadership is staying flexible, listening carefully, and executing according to local dynamics rather than sticking rigidly to one “correct” approach. Planning in retail is easy — real leadership is making sure the plan actually works on the ground.

7. What is the biggest misconception about the city?

The biggest misconception is that Dubai is only about luxury and glamour. That side exists, of course, but the city also offers immense opportunity and diverse experiences. It has a strong ecosystem where you can grow both professionally and personally while being immersed in multiple cultures.

Dubai & MENA Market Reality

8. What phase is the Dubai and broader MENA retail market currently in?

Growth, transformation, competition? New brands and investments continue to enter the market, while consumer expectations are evolving rapidly. This pushes companies to become more data-driven, faster in decision-making, and more omnichannel-oriented.

In short, the market still holds significant opportunity — but it’s no longer just about “opening stores.” Success now requires the right location, pricing strategy, customer experience, and strong operational excellence.

9. Has global interest in the region increased in recent years? If so, what’s the main driver?

Yes, definitely. The primary driver is the region’s strong growth potential and the consumer’s rising expectations for faster, higher-quality experiences — both in-store and digitally. MENA is no longer seen as just an “additional market,” but rather as a strategic growth hub for many brands.

Talent & Hiring Dynamics

10. Which profiles are the hardest to find for retail and commercial roles in Dubai?

The most challenging profiles are those who combine strong commercial acumen with real on-the-ground operational understanding. Not just strategists, but professionals who understand store operations, KPIs, and local dynamics.

Additionally, candidates who can thrive in multicultural environments, stay calm under pressure, focus on targets, and align diverse stakeholders stand out significantly. This combination is extremely valuable.

11. What is the most notable shift in candidate expectations recently? Salary, title, relocation, job security?

In the past, many professionals coming to Dubai focused primarily on attractive compensation packages and financial benefits. Today, that mindset has evolved. Candidates increasingly ask: “How can I step outside my comfort zone? How can I expand my role and create greater impact?”

Compensation still matters, of course, but scope, responsibility, and career development have become more decisive factors. The “I’ll save money for a few years and leave” mindset is no longer as dominant. We’re seeing more strategic, long-term career thinking.

12. What do professionals relocating to the region struggle with most?

The biggest challenge is balancing global business standards with local realities. The environment is fast-paced, competitive, and multicultural — which affects both communication styles and decision-making processes. Technical expertise is relatively easy to bring; adaptation and effective stakeholder management are the real challenges.

Leadership & Culture

13. What is the most difficult management challenge when working with multicultural teams?

Communication and expectation management are often the most challenging. Even when teams share the same objective, cultural differences influence how they approach achieving it. Leadership here is not just about direction — it’s about building a shared language, establishing trust, and ensuring everyone sees the same big picture. When done right, multiculturalism becomes a strong competitive advantage.

14. What differentiates successful leaders in a highly dynamic market like Dubai?

Speed in decision-making and the ability to align teams quickly are critical. The tempo is high, and opportunities don’t wait.

Networking is also essential. Although Dubai appears large, it is a highly connected ecosystem. Reputation and influence matter greatly. In this environment, trust and credibility are as important as strategy.

Future Outlook

15. What will be the biggest shift in the MENA retail talent market over the next 2–3 years?

Retail roles will become increasingly data- and technology-driven. Beyond operational knowledge, the ability to interpret data and translate it into rapid action will be crucial.

Additionally, traditional store-management mindsets will give way to more omnichannel and commercially strategic leadership approaches. Leaders who can integrate store, digital, and customer experience perspectives will be in high demand. Being a “good operator” alone will no longer be enough.

16. How are AI and new technologies impacting retail hiring and operations?

AI-supported tools will become much more widespread in purchasing, budgeting, and campaign management. Tasks that once required hours of Excel analysis will increasingly be automated — with systems even providing recommendations.

The real differentiator will be leaders who can interpret these insights quickly, adapt to technology, and effectively mobilize teams to implement decisions in the field. As technical workload decreases, decision-making, adaptability, and people leadership will become even more critical.

17. Is Dubai still a “city of opportunity,” or does it now require a more strategic approach?

Dubai consistently ranks among the world’s top 20 most expensive cities, which cannot be overlooked. Anyone considering relocation must approach it strategically. The “I’ll just move there and find something” approach is no longer realistic.

Competition is intense, and the talent pool is highly experienced. At the same time, Dubai continues to attract global talent due to its safety, lifestyle, and international environment — raising standards even further.

Closing

18. What would you say to someone who is hesitant but considering working in Dubai?

You’ll experience an intense, fast-paced, and truly global work environment. Collaborating with people from diverse cultures on the same project offers a unique perspective.

Dubai stands out because it is both highly international and highly organized. Its tax structure, investment climate, and business dynamism are attractive compared to many countries. At the same time, lifestyle accessibility is high — swimming after work, going to the desert or sailing on weekends, exploring global cuisines. The pace is demanding, but it is also comfortable.

19. If you could give one piece of advice to someone wanting to build a career in Dubai, what would it be?

Technically, Dubai is not the most difficult market — the real challenge is the pace, competition, and expectation level. No one waits for you here. You must adapt quickly, learn quickly, and create value quickly.

Rather than reacting emotionally, focus on processes, data, and results. The ability to think clearly and remain calm under pressure is a significant advantage in this market.