Mohamed Al Ayed

Mohamed Al Ayed is the Chief Executive Officer of TRACCS (Trans-Arabian Creative Communications Services), a prominent communications consultancy in the Middle East and North Africa (MENA) region.12 He is a passionate communicator, prominent strategist, experienced advisor, and empowering leader with deep knowledge and understanding of the MENA region's communications industry.13

Career Highlights

Al Ayed founded TRACCS in 1998 in Jeddah, Saudi Arabia.1 Under his leadership, the company has grown from a single operation to become the largest independent and homegrown communications consultancy in MENA, with 14 offices across 13 markets.1 TRACCS serves a diverse portfolio of clients, including government entities, multinational corporations, family-run businesses, corporate giants, local companies, and NGOs.1

Achievements and Expertise

Strategic Communications:: Al Ayed has provided counsel and communications training to hundreds of senior government officials and C-suite executives.1 He has led strategic communications programs for high-level government and private organizations across the region, including the Public Investment Fund of Saudi Arabia, Mastercard, Pepsi, and Toyota Motor Corporation, among others.1

Training and Development:: As the principal trainer for ENRICH, TRACCS' proprietary communications training program, Al Ayed has conducted over a thousand individual and group training sessions, benefiting more than 2,500 participants.1 He is also a certified trainer of the Public Relations Communications Association (PRCA).1

Industry Impact:: For the past 25 years, Al Ayed has been instrumental in driving the evolution of communications in the Middle East and North Africa, transforming it into a game-changing industry with the power to influence positive change.14

Education and Background

Mohamed Al Ayed attended Eastern Oregon University.35 His vision for TRACCS was to build an indigenous Arab public relations industry that is from the region and for the region.5