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 tactical negotiations, problem-solving and crisis management is largely derived from her early years with the U.S. Department of State where she served as the assistant to the Consul General at the U.S. Embassy in Egypt and 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. Her past experience includes working in consular affairs in Germany, Congo and Washington, D.C.
Serena is a highly revered voice in the Egyptian communications industry and has been instrumental in mentoring many of the senior communications talent currently in the market. With Serena at the helm, TRACCS Egypt has developed and executed several complex and strategic issues-driven campaigns for leading local and international clients, in addition to launching many landmark projects and initiatives over the past two decades.
Previously, she represented U.S. Wheat Associates in Cairo as well as the Egyptian National Family Planning Campaign.
Today, Serena and her team serve numerous clients across a wide range of sectors including healthcare, technology, finance, hospitality, industrial, real estate, and consumer goods.