CAIRO | EGYPT
Launched in 2001, 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 has built a reputation for excellence, winning multiple awards over the years and growing to become Egypt’s public relations market leader. A large and growing team of seasoned professionals provide a comprehensive portfolio of services from crisis and issues management, development of annual reports and web content, corporate video production, CSR program development and implementation, media training and educational outreach programs.
Serena Hylton, a Palestinian-born American, is one of Egypt’s leading public relations practitioners having served as Chief Operating Officer of Intermarkets Egypt and Managing Director of Asda’a Egypt before creating her own agency, 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. State Department. 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 the exclusive PR representative of Visa International in Egypt since 1998 and was 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 Fnance, IT, Healthcare, Industry, FMCG, and Tourism.
Sarah Broberg has been with TRACCS since January 2007, and brings over 15 years of experience in public relations and corporate communications to the agency. As Deputy Managing Director, Sarah oversees the strategic operations of the agency in Egypt.
Her areas of expertise include integrated communications, strategic PR counsel, media training, as well as crisis management, having handled issues for a number of clients in diverse industries ranging from aviation to finance to FMCG. In 2011, she co-instructed a course at the American University in Cairo’s School of Business – International Executive Education Institute on the Principles and Practice of Strategic Communication.
Prior to joining TRACCS Egypt, Sarah worked for five years as English Editor at the Egyptian Center for Economic Studies, an independent economic research think tank. She has also worked extensively as freelance editor for a number of clients including the World Bank, USAID, the Centers for Disease Control (CDC), EFG-Hermes, and Xceed (Telecom Egypt).
Sarah is a US-accredited consumer loan officer, certified by the American Institute of Banking in 1999. In 2001, she received her diploma in Marketing Management from the Regional IT Institute (RITI) affiliated with Middlesex University, UK.