About

TRACCS’ story started more than 20 years ago when we launched our first office in Jeddah, Saudi Arabia in 1998. Since then, we have grown to become the largest independent communications consultancy in the Middle East and North Africa (MENA).

Today, we have a presence in 13 markets across the region, with offices in Jeddah, Riyadh, Dubai, Kuwait, Muscat, Manama, Cairo, Beirut, Amman, and Damascus, in addition to affiliate offices in Istanbul, Casablanca, Tunis, and Algiers. Our team comprises more than 200 professionals representing 24 nationalities, with more than 60% of our workforce being women.

We are committed to nurturing local talent and are home to the largest number of Arabic-speaking professionals in the business. We communicate with passion and purpose and are playing a key role in advancing public relations in MENA from a doing industry to a ’thinking’ and ‘learning’ practice.

Our sustained success over the last two decades is the outcome of the energy, experience and expertise we bring to regional and international brands. We love storytelling and leverage the collective strength of our diverse network to create and communicate strong narratives that are rich, relevant and relatable.

We know the region, we know the people, we know what works, and we know how to make it work.

Milestones

Our Network

Home to the largest number of Arabic-speaking professionals in the business, TRACCS also operates the most extensive network of offices in the MENA region. Our deep local knowledge enables us to develop communications strategies and public relations campaigns that are in tune with the sensibilities of the markets we serve.

United Arab Emirates

TRACCS UAE was launched in 2000 and has grown to become one of the leading and most reputable-communications agencies in the market. Representing our operational headquarters, TRACCS UAE serves a diverse client portfolio encompassing key commercial sectors including media, entertainment, retail, automotive, real estate, pharmaceutical, FMCG, telecom, technology, and luxury among others. The agency has, in particular, built a solid financial, public affairs, and award-winning tourism and hospitality practice over the years.

Oman

Launched in 2007 in Muscat, TRACCS Oman rapidly established itself as the Sultanate’s most sophisticated communications firm and has emerged as an undisputed market leader. Led by seasoned Omani professionals with strong ties to the market, the team develops and implements strategic communications programs for some of Oman’s leading businesses as well as global corporations operating in the banking, oil and gas, tourism, automotive, luxury, fashion, and FMCG sectors.

Turkey

TRACCS has been operating in Turkey since 2015 through Contactplus, our exclusive affiliate in the market. Based in Istanbul, Contactplus serves the communications needs of a wide range of well-entrenched local and regional clients with successful public relations strategies and programs.

Saudi Arabia – Jeddah

The TRACCS network was launched in 1998 with the opening of our first office in Jeddah – our corporate headquarters. A pioneer in building the communications industry in the GCC’s largest economy, TRACCS has maintained a strong leadership position in the market for more than two decades. Today, the Jeddah team serves a strong portfolio of national and multinational clients, many of which have grown to rely on its services through long-established relationships. By deploying impactful PR strategies and communications programs, our Jeddah office is effectively contributing to the further development and advancement of the communications industry in Saudi Arabia.

Bahrain

Launched in 2008, TRACCS Bahrain offers a complete spectrum of communications services to local, regional and international companies in the island kingdom. The Manama-based team is dedicated to elevating the communications industry in the local market, serving clients in the FMCG, telecommunications, financial, automotive, tourism, hospitality, and real estate sectors.

Morocco

TRACCS has been operating in Morocco since 2016 through Impact Group, our exclusive affiliate in the market. Based in Casablanca, Impact Group supports a broad portfolio of local and regional clients with successful communications strategies and public relations services.

Saudi Arabia – Riyadh

Launched in the Saudi capital in 2006, TRACCS Riyadh provides expert communications consultancy to both government and private sector clients with a full suite of solutions. TRACCS Riyadh has successfully delivered major projects, including the groundbreaking Riyadh Season, contributing positively to Saudi Arabia’s ongoing transformation in line with the goals of the Kingdom’s Vision 2030 program.

Kuwait

Launched in 2004, TRACCS Kuwait serves an extensive portfolio of local and regional clients in the telecom, oil, aviation, logistics, and leisure sectors, providing a full range of strategic communications services to public and private sector companies.

Algeria

TRACCS has been present in Algeria since 2015 through its Algiers-based affiliate, Sense Conseil, which delivers a full spectrum of public relations and communications solutions for both local and regional clients operating in the North African nation.

Egypt

Launched in 2000, TRACCS Egypt serves a diverse portfolio of clients in the oil, government, financial, pharmaceutical, FMCG, technology, manufacturing, real estate and tourism sectors in one of the Arab world’s largest and most strategically important markets. Based in Cairo, TRACCS Egypt’s team of seasoned professionals has established a strong reputation for excellence, winning multiple awards, and growing to become a market leader in the communications industry.

Lebanon

Established in 2009, TRACCS Lebanon has built a strong portfolio of clients encompassing the technology, financial, telecommunications, FMCG, aviation, health, luxury, fashion, government, tourism, and hospitality sectors. Led by industry veterans, the Beirut-based team is committed to enhancing the role of communications in the market with a full range of services, solutions and has delivered several impactful campaigns for a diverse sector of clients.

Tunisia

TRACCS has been operating in Tunisia since 2007 through its Tunis-based affiliate, PR Factory, providing successful communications consultancy and public relations support for local and regional clients across a number of industries in the country.

Jordan

Established in 2003, TRACCS Jordan is one of the leading communications agencies in the Hashemite Kingdom of Jordan. TRACCS Jordan’s dedicated team of industry experts serves a wide range of clients across a diverse mix of sectors, from government and finance to automotive, telecoms, and hospitality.

Syria

For more information, please contact TRACCS Lebanon.

Our Leadership Team

Mohamed A. Al Ayed

Mohamed A. Al Ayed

Chief Executive Officer
Majdi Al Ayed

Majdi Al Ayed

Executive Vice President & UAE Managing Director
Sarah Al Ayed

Sarah Al Ayed

Chief Strategy Officer
Roger Mezher

Roger Mezher

Chief Financial Officer
Hassan Al Saleh

Hassan Al Saleh

Oman Managing Partner
Shereen Bushehri

Shereen Bushehri

Managing Director | TRACCS Bahrain
Rula Masad

Rula Masad

Managing Director and Partner | TRACCS Jordan
Serena Hylton

Serena Hylton

Managing Director | TRACCS Egypt
Katia Yasmine

Katia Yasmine

Managing Director | TRACCS Lebanon
Lisa Sweis

Lisa Sweis

Managing Director | TRACCS Kuwait
Luma Al Saleh

Luma Al Saleh

Deputy Managing Director | TRACCS Oman
Rajwa Al Ojaili

Rajwa Al Ojaili

Deputy Managing Director | TRACCS Oman
Mohamed A. Al Ayed

Mohamed A. Al Ayed

Chief Executive Officer

Mohamed Al Ayed has been engaged in public relations practice in the Middle East for more than 27 years and came to prominence in 1998 when he established TRACCS in Jeddah, Saudi Arabia. In over 20 years, he has grown the single operation to become the largest communications network in MENA, with 14 offices across 13 markets, serving a diversified portfolio of international brands, leading local companies, government agencies and NGOs.

As lead strategist, Mohamed provides strategic counsel, communications training and senior advisory to a wide array of high-level government and private organizations across the region, including Saudi Customs Authority, Saudi Data and Artificial Intelligence Authority, General Authority for Military Industries, and Ministry of Civil Services, among many others.

Committed to establishing an indigenous communications industry imbued with a natural understanding

of regional cultures and sensitivities, Mohamed has built TRACCS by employing and training local talent. In addition, he has, helped up-skill hundreds more through training programs conducted for industry professionals including C-suite executives and government officials. In addition, Mohamed served as lead trainer for 94 government officials involved in the National Transformation Program and has conducted several training workshops to date.

Together with the Senior Leadership Team, Mohamed has enabled TRACCS to earn a place on the list of the fastest growing companies in Saudi Arabia and the region, gaining global recognition with 76 regional and international awards.

Mohamed is a certified trainer of the Public Relations Communications Association (PRCA).

Majdi Al Ayed

Majdi Al Ayed

Executive Vice President & UAE Managing Director

Majdi Al Ayed is an award-winning communications professional with nearly two decades of industry experience. One of the most prominent Gulf Arab PR practitioners, he is widely recognized for his commitment and contributions to the long-term growth of the regional communications ecosystem.

Since starting his career as a trainee at TRACCS in 2001, he has played a driving role in building the company into one of the largest communications networks in MENA. Today, he serves as Managing Director (MD) of TRACCS UAE and Executive Vice President (EVP) for the TRACCS network, which currently includes 14 offices across 13 MENA countries.

As MD of TRACCS UAE, his primary responsibility is the growth and sustainability of operations. In the past, he has supervised the creation of campaigns for a large number of public and private sector clients including Dubai Tourism, PepsiCo and Four Seasons Hotels and Resorts, to list a few.

As EVP, Majdi’s key responsibilities include identifying potential growth markets and expanding the network, introducing new procedures to enhance intra-office communications and ensuring unified network-wide performance and quality standards. He also specializes in strategic advisory, crisis management and internal communications.

A leading advocate of the communications sector and its growing importance in the MENA region, Majdi regularly speaks at regional and international events.

Sarah Al Ayed

Sarah Al Ayed

Chief Strategy Officer

A seasoned communications consultant and one of Saudi Arabia’s leading businesswomen, Sarah Al Ayed is Chief Strategy Officer at TRACCS. Having co-founded the company in 1998, she draws upon her extensive industry experience to drive innovation and steer corporate strategy.

Sarah leverages her strong relationship-building skills and extensive business development experience to identify fresh growth opportunities for the TRACCS network, and spearheads major initiatives that require high-level strategic advisory and planning. Her expansive connections and well-honed business acumen have played a central role in strengthening the company’s brand presence throughout the region and beyond.

A passionate advocate for entrepreneurship and women’s empowerment, Sarah is the founder of The Art of Business Communication, which enables young professionals seeking careers in business to develop and enhance their communication skills. Since the program’s inception, Sarah has mentored and coached

over 120 young Arab women and has funded and helped launch a number of entrepreneurial ventures. In the past, she also chaired the Jeddah Entrepreneurs Meet and Competition, which focused on developing the entrepreneurial infrastructure and environment in Saudi Arabia and benefitted more than 60,000 budding entrepreneurs and students.

In April 2019, Sarah was appointed as a member of the board of the Jeddah Chamber by His Excellency Dr. Majid bin Abdullah Al-Qassabi, the Saudi Minister of Commerce.

In 2013, she was ranked among Forbes Middle East’s Most Influential Women from the Arab World in Family Business and continues to channel her efforts towards strengthening the Kingdom’s position as a leading hub for entrepreneurship.

Roger Mezher

Roger Mezher

Chief Financial Officer

A dynamic and hands-on professional with more than a decade of financial management experience, Roger oversees the accounting and finance function across the TRACCS network. His primary responsibilities include developing and managing the company’s budgets and forecasts, driving statutory financial compliance, supporting business growth and ensuring adequate internal controls over expenditures.

Prior to joining TRACCS, Roger was Finance Manager at Abu Dhabi International Medical Services. He has previously held senior positions with several public and private companies in the UAE, including the National Petroleum Construction Company, Amana Industries, and Emirates Furniture Factory & Decoration.

Roger holds a master’s degree in Business Administration from the Holy Spirit University of Kaslik, Lebanon.

Hassan Al Saleh

Hassan Al Saleh

Oman Managing Partner

Hassan Al-Saleh is the Managing Partner of TRACCS Oman. A communications veteran with a polished and proven track record of more than 16 years, Hassan has built the most successful and dynamic public relations and communications consultancy practice in his native Oman.

Over the course of 10 years, he has institutionalized the understanding and value of communications in Oman, managing a diverse portfolio of reputable local and international brands with a growing team of international professionals. Hassan also spearheaded the revitalization of the TRACCS brand through a modern and dynamic aesthetic and vernacular in addition to the development of advertising, promotion, direct marketing, communications collateral, and other integrated marketing programs for the TRACCS network.

Hassan received his Bachelor of Science in Business Administration degree from Georgetown University in Washington DC, the USA with Magna Cum Laude distinction. He is accredited as a Certified Trainer by the Public Relations and Communications Association (PRCA) and has served as the Oman Vice President and Board Director for the International Public Relations Association – Gulf Chapter (IPRA-GC).

Shereen Bushehri

Shereen Bushehri

Managing Director | TRACCS Bahrain

Shereen Bushehri brings over a decade of experience in the communications industry across many sectors, including telecommunications, financial and motor sports and has been instrumental in launching several brands both in the Kingdom of Bahrain and abroad.

A dedicated public relations practitioner, Shereen focuses on building the TRACCS brand and advancing the public relations profession in the Kingdom.

Since taking over as Managing Director of TRACCS Bahrain in 2013, Shereen has been a driving force in building TRACCS’ reputation as a leading communications network both locally and internationally, managing several award-winning (Stevie Awards) campaigns for a number of clients including Zain Bahrain and Shop Bahrain.

In addition to contributing to the development of the communications industry in the Kingdom, Shereen has embarked on a mission to develop Bahraini youth, build their capabilities and create a diverse pool of talented PR practitioners.

With the aim of shedding light on the industry and making it a preferred career choice, she has partnered up with a number of educational institutions such as Bahrain Polytechnic and AlMabarrah AlKhalifia Foundation, to accelerate the growth of communications in the Kingdom and incorporate real-life industry insight in their curriculum and training programs.

Rula Masad

Rula Masad

Managing Director and Partner | TRACCS Jordan

Rula Masad brings more than 20 years of diverse experience to her role as the Managing Director and Partner of TRACCS Jordan.

Rula’s early career saw her venture into different sectors ranging from travel and tourism to sales and telecom, until she discovered her passion for communications and public relations, and she joined the TRACCS team in 2007.

With each chapter of her professional journey serving as a building block for her career in communications, Rula brings extensive experience in various aspects of public relations ranging from project management and planning, public speaking, negotiation skills, customer care, to stress and time management, crisis management and protocol and business writing.

Tapping into her interest in public speaking and community development, Rula volunteered with the local

Jordanian initiative INJAZ, early on in her career, to teach underprivileged children basic marketing tools and self-development skills to help them succeed in their future careers and lives, while simultaneously undertaking various speaking engagements.

Translating that same passion for communications, Rula leads her team in providing both local and regional clients with quality communications and social media services to deliver tailor-made strategic communications programs that echo their values and cater to their requirements.

Rula is a strong believer in women’s empowerment and the importance of quality education for both genders.

Rula is a Member of the Board of Directors in the Jordan Forum Business and Professional Women (JFBPW).

Serena Hylton

Serena Hylton

Managing Director | TRACCS Egypt

Serena Hylton, a Palestinian-born American, is one of Egypt’s leading public relations practitioners with more than 40 years of industry experience. She previously served as the Chief Operating Officer of Intermarkets Egypt and Managing Director of Asda’a Egypt before establishing TRACCS Egypt in 2000.

Serena’s expertise in diplomacy, problem solving and crisis management is largely derived from her early years with the U.S. Department of State. Her past experience includes working in consular affairs in Germany, Congo and Washington, D.C., as well as serving as the assistant to the Consul General at the U.S. Embassy in Egypt. In the latter role, she handled a diverse range of tasks, including coordinating missions of the U.S. Secretary of State to Egypt as well as assisting in crisis management efforts during the first Gulf War.

Serena has established a strong reputation in public relations in Egypt by developing and executing complex issue-driven communications campaigns for leading local and international clients. Prior to

establishing TRACCS Egypt, she represented U.S. Wheat Associates in Cairo as well as the Egyptian National Family Planning Campaign.

Serena has been responsible for guiding TRACCS Egypt to several landmark project wins including being selected to manage all local communications for the ATHENS 2004 Olympic Torch Relay in Cairo.

Today, Serena and her team serve numerous clients across a wide range of sectors including healthcare, technology, finance, hospitality, industry, real estate, and consumer goods.

Katia Yasmine

Katia Yasmine

Managing Director | TRACCS Lebanon

A multi-talented and dedicated public relations professional, Katia Yasmine, has more than fourteen years of experience in helping organizations and brands communicate more effectively.

Over the course of her career, she has developed strategic communications plans, mentored a team of PR professionals, and made vital contributions to building the PR industry in Lebanon. In addition, her marketing and advertising background allowed her to gain insight into how commercial businesses function, giving her the ability to critically evaluate the PR industry in Lebanon.

The inaugural Beirut Public Relations Forum, which Katia helped organize, was a key stepping stone in her success, underscoring her ability to build greater awareness about the true meaning, significance, and value of PR in the Lebanese market.

Katia was instrumental in the establishment of TRACCS Lebanon, which she set up in 2008. She has built the practice from the ground up, working her way into becoming the Managing Director. Her team’s inter-disciplinary portfolio includes relationships with leading and local companies in the medical, automotive, hospital, hotel, retail, and technology sectors.

In addition to her expertise in PR strategies, Katia has solid experience in emergency preparedness and crisis communications. She has led emergency operations teams in several high-profile situations that drew extreme media attention to troubled brands and was able to bring smoldering crises under control.

A trained communications professional, Katia holds a master’s degree in Marketing and Advertising from Saint Joseph University in Beirut and is trilingual in Arabic, French, and English.

Lisa Sweis

Lisa Sweis

Managing Director | TRACCS Kuwait

An accomplished public relations professional with an in-depth understanding of the communications landscape in both, Kuwait and Jordan, Lisa Sweis brings more than a decade of experience in providing senior strategic counsel to high-profile clients across a wide range of sectors including telecom, banking, government, retail, real estate, automotive and healthcare.

Lisa began her career in public relations with TRACCS in Jordan in 2006 before moving to Kuwait in 2009, where she has overseen strategic communications for a wide spectrum of well-established organizations.

Guided by her detail-oriented and goal-driven approach to reputation management, Lisa takes a ‘hands-on,’ collaborative approach to communications, and is particularly adept at strategic communications counsel, strategic and tactical planning, implementation, content development, and media relations.

Lisa is committed to growing the TRACCS brand in Kuwait and reflecting the network’s in-depth expertise and reach.

Luma Al Saleh

Luma Al Saleh

Deputy Managing Director | TRACCS Oman

Luma Al Saleh is the Deputy Managing Director of TRACCS Oman. She has more than 10 years of extensive experience in devising strategic public relations and communications programs.

Creative and results-driven, Luma has expertise in reputation management and corporate governance and has developed a number of tactical programs for some of Oman’s largest private and public companies in aviation, tourism and hospitality, finance, technology, and energy. She has also advised and guided ministers and C-suite executives on various communications opportunities while resolving sensitive issues.

In her capacity as Deputy Managing Director, she co-leads the daily operations of TRACCS Oman while co-managing and mentoring a team of over 20 people.

Luma’s career stems from serving numerous high-level managerial positions such as a Program Specialist at UNICEF Oman, Director of International Relations at the Ministry of Social Development and Government Health Officer, seconded to UNICEF Oman. Her experience with the government and exposure to international agencies has allowed her to serve as a strategic counsel for a wide variety of stakeholders.

Luma holds a master’s degree in Public Administration (MPA) from the Harvard Kennedy School (HKS). She also serves as a board member on the Harvard Arab Alumni Association and the Harvard Kennedy School Alumni Association.

Rajwa Al Ojaili

Rajwa Al Ojaili

Deputy Managing Director | TRACCS Oman

Rajwa Al Ojaili is the Deputy Managing Director of TRACCS Oman. A 12-year industry veteran, she has acquired extensive experience in designing and implementing multi-media and multi-channel communications programs in addition to event management.

In her capacity as Deputy Managing Director, she co-leads the daily operations of TRACCS Oman while co-managing and mentoring a team of over 20 people.

With a deep understanding of and appreciation for local cultural sensibilities, Rajwa has a strong command of communications best practices in an ever-evolving industry, having worked with some of the world’s most reputable companies. Today, she plays an instrumental role in the firm’s continued

success and serves a diverse rage of clients across a number of industries including corporate, automotive, luxury, telecom, hospitality and energy. She is also responsible for identifying and exploring business development opportunities and generating new revenue streams.

An Omani national, Rajwa has a Bachelor of Science degree in Business Administration with a concentration in Marketing from the Modern College of Business & Science in Muscat.

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