Sarah Al Ayed is co‑founder and shareholder of Trans-Arabian Creative Communications (TRACCS) and a corporate officer in the company. As Managing Director for Saudi Arabia, she leads the leading public relations practice in the region's largest market and oversees some of the company’s most important regional and multi-national accounts. Today Sarah is the leading Gulf Arab female public relations practitioner and is considered one of Saudi Arabia’s leading businesswomen. She is a founding member of the first Saudi Businesswomen’s Committee (part of Jeddah Chamber of Commerce and Industry) and has been invited on numerous occasions to speak at regional and international conferences and events including the 2004 Women in Business International Forum in London, the ‘Women in Leadership’ conference in Dubai, the International Public Relations Association Annual PR Conference in Dubai and the 2005 Women in Business Conference in Syria.
Sarah has also participated in a number of CSR initiatives for the benefit of charity and welfare organizations in Jeddah and has given presentations and sessions on how to bring together the expertise and know how of NGO’s in cooperation with the private sector. Mrs. Al Ayed is also a member of the media committee and PR consultant for theNational Home Health Care Foundation in the Western Region of Saudi Arabia.
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