We are delighted to announce that Deena will be speaking in both Riyadh and Cairo this February as part of our Wellbeing at Work Summit Middle East. We caught up with her to find out how she’s feeling in the run up to the summit.
Hi Deena, we are thrilled you will be speaking at our Wellbeing at Work Summit Middle East in February. Our first and most important question is, how are you doing today?
I’m doing great, thank you! I’m honored to represent AXA Egypt at this summit and contribute to this important discussion about wellbeing at work. Wellbeing is a key part of our people strategy, and I’m excited to share our journey and learn from other leaders in the region.
As a leader based in the region, what are the main challenges you are facing when it comes to employee wellbeing and mental health?
In the Middle East, we face unique challenges like economic changes and political uncertainties, which can create stress and affect employees’ overall wellbeing. Additionally, cultural norms in some areas may discourage open conversations about wellbeing. That’s why our main strategy at AXA is to create a supportive culture where employees feel comfortable sharing their concerns and accessing the resources they need to maintain their wellbeing.
What strategies have you seen developing over the past 6 months, both internally and externally, that are moving the dial on wellbeing in the workplace?
Internally, wellbeing is increasingly embedded into people strategies, and AXA Egypt is a great example of this. For instance, we launched “Healthy You” month, an annual initiative to promote wellbeing among employees. This year, we conducted random health checkups, organized awareness sessions, and hosted a major Healthy You event, where employees had the chance to speak with experts about their wellbeing challenges. They also received practical wellbeing tips and participated in interactive activations throughout the day.
We also introduced flexible work policies, helping employees balance their personal and professional lives, which has reduced stress and improved motivation. Externally, there’s a growing emphasis on collaboration, with companies across the region sharing best practices through forums like this summit, which is accelerating the adoption of wellbeing initiatives.
Why is employee wellbeing so important to you personally?
For me, employee wellbeing is not just a professional priority—it’s a personal passion. Wellbeing is the foundation for success and fulfilment. Without it, people can experience burnout, reduced productivity, and struggles in their personal lives.
At AXA, we believe that when employees feel cared for, they perform their best and contribute to a positive workplace. Seeing how even small steps—like flexible policies or wellbeing initiatives—can transform employees’ lives motivates me to keep driving this strategy forward.
What impact is AI having in your organisation and how are you managing that?
AI has been a significant enabler for us at AXA Egypt, improving efficiency and allowing employees to focus on higher-value work. We’re supporting this transition by investing in upskilling programs to help employees adapt and thrive in an AI-driven environment. At the same time, we’re careful to use AI in a way that complements human efforts, ensuring it supports, rather than replaces, our people.
Other than AI, are there any challenges that you are seeing for the first time and how are you addressing them?
One emerging challenge is meeting the expectations of Generation Z. They bring new ideas and priorities to the workplace, particularly around flexibility, wellbeing, and having a sense of purpose. At AXA Egypt, we’re adapting by creating a culture that supports these values, offering flexible work options and fostering a workplace where every employee feels valued and empowered. Proud to have 4 generation at workplace and how for each, we segment benefits, and address their needs.
What areas do you think employers should be focused on over the next 12 months?
Employers should prioritize two key areas:
- Embedding wellbeing into the culture: Wellbeing must move beyond programs and policies to become a natural part of how organizations operate. Leaders should model wellbeing, offer flexibility, and create an environment of trust and support. At AXA Egypt, we’ve seen firsthand how investing in these areas leads to happier, more engaged employees and, in turn, better business outcomes.
- Technology and innovation: Embracing the latest tools and technologies is essential for staying competitive. At the same time, organizations must ensure employees are equipped with the skills and support needed to adapt to these changes.
Do you feel that investment in employee wellbeing in the region is increasing or decreasing and is that a direct reflection on HR leaders’ increasing ability to demonstrate effective returns of their strategies to leadership?
Investment in wellbeing is increasing, and this reflects HR leaders’ ability to demonstrate its value. At AXA Egypt, we’ve shown that wellbeing initiatives lead to better engagement, higher retention, and stronger productivity. Leaders are realizing that wellbeing is not a luxury—it’s a business essential. When employees feel supported, they bring their best selves to work, and the organization benefits as a result. Forums like this summit are helping HR leaders share strategies and insights, which is accelerating progress across the region.
How has your organization been leading the way?
At AXA Egypt, we put our people first because we know that a thriving workforce drives success. Some of the ways we lead include:
- Building a strong employee value proposition that attracts and retains top talent.
- Organizing engagement activities, like team-building events and wellbeing workshops, to create a sense of belonging.
- Transforming our culture to prioritize diversity, inclusion, and employee wellbeing.
- Investing in development, providing training and growth opportunities that support employees’ professional and personal goals.
- Enhancing our benefits, from flexibility to wellbeing resources, to meet the evolving needs of our workforce.
- Adopting a culture of appreciation & recognition to increase our employees loyalty
These actions aren’t just about business outcomes—they’re about creating an environment where every employee feels valued, motivated, and supported. At AXA Egypt, we believe that when we take care of our people, they take care of the business.
Deena will be speaking in both Riyadh and Cairo at the Wellbeing at Work Summit Middle East which takes place in Riyadh, Dubai, Cairo and virtually. Further details on the Summit can be found here.
