The Pathway Project (TPP) is a creative coaching practice based in Dubai, UAE that focuses on providing executive leadership and career development coaching for individuals, entrepreneurs, organizations and government entities. TPP was born to serve the fast growing region of the Middle East based on our confidence in the tremendous number of emerging talents and success-seekers, and our commitment to helping them realize their truest potential.

Our creative coaching practice draws on a combined 20 years of extensive experience as HR professionals and coaches who excel in navigating the dynamic global UAE market. Each of our à la carte services and coaching programs are client-focused, and designed to propel growth and excellence by helping individual’s gain a thorough understanding of themselves and their environment.

Through proven assessment tools and questioning techniques, our customized programs test boundaries and get you to thinking outside the box. Our coaching process assists you in carving out a path to achieving the performance and results needed to succeed in a competitive market.

We partner with leading Canadian career and leadership coaching company, CareerJoy, to offer high-end quality programs that are second to none. CareerJoy has 10 years of experience in the coaching industry with 9 locations across Canada.

"Veronique’s qualities are rather unique and make her a highly valuable person to have as a coach. Her candid and often striking feedback that can impact executives in their views about themselves or the way of working; her authenticity and professional ethics which makes her a very reliable individual."

− Anne Van de Catsye, Founder of the HRM Toolshop, Belgium

"After five years of working in the same company, I needed a career change due to poor work/life balance and a lack of new challenges. I was not sure, however, which path to take and something seemed to always be holding me back. Salma’s coaching sessions allowed me think about the situation in a more practical and pragmatic way. Her structured and creative approach helped me identify what is important to me in terms of a career…"

− Youssef Fraiwat, Director of Strategic Marketing and
 Business Development, Honeywell, Dubai, UAE

"I loved how Veronique was able to bring order in the chaos as a Coach. She always asks pertinent questions and doesn’t hesitate to challenge me. Her questioning techniques always allow me to arrive to a conclusion by myself, which is the best part! She truly brought order in my thought process and prompted me to think on similar lines for other issues as well!! So the gain is long term!"

− Gouri Menon, Specialist HR Strategy & Partnerships, Abu Dhabi, UAE

"I’ve changed my job and have chosen a profession that aligns with my strengths.
Salma’s coaching approach is excellent and powerful. It gave me the will and techniques to focus and work on the progress of my career!"

− Amir Melad, Project Manager, Dubai, UAE

"Veronique’s approach to coaching was completely tailored to my needs; she supported me in designing a development plan that catered to all my development needs. Her trust in me, her patience and the efforts she displayed while coaching me gave me the confidence to succeed in my career and become the strong Manager I am today."

− Zamzam Alhammadi, Senior Manager Performance Management, Abu Dhabi

"My experience with you has heightened my sense of awareness, allowed me to think for myself and communicate more clearly, taught me the importance of valuing oneself and opened my eyes to paths to be explored inside me with much excitement and happiness."

− Anonymous Coachee, Entrepreneur, Amman, Jordan

Meet the Coaches

salma el-shurafa

Founder / Executive Coach

veronique ademar

Partner / Executive Coach