An accomplished communications 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.

Rula Masad brings more than 20 years of diverse experience to her role as the Managing Director 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 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 impactful solutions to deliver tailor-made strategic 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).

A multi-talented communications veteran, Katia Yasmine, has more than fourteen years of experience in helping organizations and brands communicate more effectively. 

Over the years, she has developed several high-level strategic communications plans, mentored a team of PR professionals and made vital contributions towards building the 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 communications landscape 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.

Serena Hylton is one of Egypt’s leading communications practitioners with more than 40 years of industry experience. She previously served as the Chief Operating Officer of one of the leading advertising agencies in 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 communications in Egypt by developing and executing complex issue-driven strategic 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 the inauguration ceremony of three of the world’s largest combined cycle power plants led by Siemens and held in the presence of the Egyptian President, H.E. Abdel-Fattah al-Sisi.

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.

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 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 range of clients across multiple 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.

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

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 communications consultancy practice in his native Oman. 

In the last 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, 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 brings over a decade of communications experience across many sectors, including telecommunications, financial, and motorsports, and has been instrumental in launching several brands both in the Kingdom of Bahrain and beyond.  

A seasoned executive, Shereen is committed to continuously strengthening the TRACCS brand both locally and regionally and advancing the communications 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, Shereen has also 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 multiple educational institutions such as Bahrain Polytechnic and AlMabarrah AlKhalifia Foundation, to nurture the next generation of communications leaders in the Kingdom and incorporate real-life industry insight in their curriculum and training programs.

A dynamic and hands-on professional with more than a decade of financial management experience, Roger is responsible for strategic planning and overseeing the finance function for the entire 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.

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 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 has mentored and coached over 120 young Arab women and has funded and helped launch many 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.

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