MASTERCLASS - Driving Engagement Through Self-Determination Theory

Provisional program

9 AM – Welcoming speech by the Saudi French Business Council (CAFS)
9.10 AM – Masterclass on “Driving Engagement Through Self-Determination Theory” by Frédéric Morales
9.50 – Q&A session
10 AM – Networking coffee break

Summary of content

This high-impact masterclass explores how neuroscience and Self-Determination Theory can transform engagement strategies for employees,
clients, and partners, directly supporting Vision 2030’s human capital development goals and the saoudization initiative.

Key Focus Areas:

The neurobiological foundations of motivation and engagement aligned with Saudi cultural contexts
Practical applications of Self-Determination Theory’s three core needs (autonomy, competence, relatedness) in leadership contexts crucial for Saudi workforce development
Evidence-based strategies to foster intrinsic motivation within diverse teams, enhancing retention of Saudi talent
Metrics and assessment frameworks to measure engagement effectiveness and support Vision 2030 human capability objectives

Participants will gain actionable insights into creating organizational environments that naturally foster commitment, creativity, and sustainable performance within Saudi organizations.

This masterclass addresses the specific challenges of developing and retaining local talent while building high-performing teams that can drive the Kingdom’s economic diversification goals. All concepts are firmly grounded in current academic research while being immediately applicable to the business challenges faced by senior executives in Saudi Arabia’s rapidly evolving landscape.

Biography of Frédéric MORALES

Frédéric Morales is an international executive with 20 years of experience helping organizations unlock the full potential of their people—through soft skills, leadership & management, emotional intelligence, and cross-cultural excellence.

Educated at McGill (Psychology and Neurosciences), ESCP (MBA), and INSEAD (Strategy & Finance), he has held global leadership roles at Van Cleef & Arpels, CHANEL, LVMH, and Boston Consulting Group, where he was Chief People Officer for their global sustainability practice.

In 2024, he founded Duende, a consulting & training firm now based in Riyadh, focused on transforming talent and organizations in Saudi Arabia.

His work supports Saudisation goals by addressing two of the most urgent challenges faced by companies operating in the Kingdom today: retention and engagement. He does so through tailored soft skills programs, with a strong focus on leadership and people development.

He partners with luxury brands, universities, and public/private organizations to design training and coaching journeys rooted in neuroscience and business psychology.he