Palestinian-born American Serena Hylton is regarded as one of Egypt’s leading public relations practitioners, having served as Chief Operating Officer of Intermarkets Egypt and Managing Director of Asda’a Egypt.
Mrs. Hylton’s expertise in diplomacy, problem solving and crisis management is largely derived from her early years with the US State Department. Her past experiences include working in Consular Affairs in Germany, Congo and Washington DC, as well as serving as the Assistant to the Consul General at the US Embassy in Egypt. In this role, she handled a diverse range of activities including missions of the US Secretary of State to Egypt as well as crisis management during the first Gulf War and during a fatal fire in one of Cairo’s leading five-star hotels.
Mrs. Hylton has created a strong reputation in public relations in Egypt by developing and administrating complex issues-driven communications campaigns. Prior to establishing TRACCS Egypt, she represented U.S. Wheat Associates in Cairo as well as the Egyptian National Family Planning Campaign. Mrs. Hylton has been the exclusive PR representative of Visa International in Egypt since 1998. Today, in addition to Visa International, Mrs. Hylton and her team serve Allianz, Samsung, Mediterranean Smart Card Company, National Paints, Credit Agricole Egypt, Makro Egypt, SODIC, Sotheby’s International Realty, flydubai, British Airways, and Four Seasons. Due to her strong international and regional contacts, TRACCS Egypt was also selected to manage all local communications for the Athens 2004 Olympic Torch Relay in Cairo and more recently to handle local communications for the World Innovation Summit for Education (WISE). TRACCS Egypt is also the exclusive PR agency for all Euromoney Conferences in Egypt. As such, TRACCS Egypt is recognized as the fastest-growing public relations practice in Egypt.