Our Leadership Team

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 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.