Sarah Al-Ayed is a Saudi entrepreneur who has achieved success in business and public relations. She co-founded Trax, the top independent public relations firm in the world.
Her Academic Achievement
In 1997, she earned a BA in English Literature and Linguistics, as well as a fashion marketing course from the Nebraska Institute. She transitioned from being an English teacher to the fashion industry, which was her initial interest, and then to public relations and organisation, becoming the Kingdom’s first Saudi woman to enter the field.
Her Career
Sarah Al-Ayed’s professional career started as an English teacher. She moved on to fashion design and ended up in public relations and organisation. Furthermore, she is the first Saudi woman to work in public relations and organisation in the Kingdom of Saudi Arabia.
She began by managing a small office with three employees. Nonetheless, with dedication and tenacity, she currently runs 14 branches, employing over 230 people. Her company is ranked among the top 100 public relations businesses in the world.
The Most Vital Jobs and Roles
- A founder of Trax Company and a member of the board of directors.
- Member of the Jeddah Chamber of Commerce and Industry’s inaugural Saudi businesswomen committee.
- Vice President of the International Society of Public Relations in the Arabian Gulf Branch in the Western Region of the Kingdom since 2008.
- Member of the Jeddah Chamber of Commerce and Industry’s Jeddah Young Businesswomen Committee.
- Chair of the Jeddah Entrepreneurs Competition and the Entrepreneurship Meeting, organised by TRAX in collaboration with the Al-Aghar Group for Strategic Thought, the Young Women Business Committee (Jeddah Chamber), and others.
- Offering advice and support to numerous businesses in creating plans and strategies for the creation of communication and public relations departments to help with internal communication, employee programmes, crisis management, social responsibility, and building these departments.
Awards and Prizes
In the world of public relations, Sarah Al-Ayed is the recipient of the greatest number of prestigious awards annually. The most recent honour she received was the Holmes Global Report Award for the years 2011, 2012, and 2013, a leader in the public relations industry, which included TRAX Network among the “Top 100 Independent Public Relations Firms in the World.”
