Noha Fikry is a strategic communications leader with more than 16 years of experience advising organizations on corporate communications, reputation management, executive positioning, and stakeholder engagement. As Group Communications Director at The PROs, she leads the agency's communications function, overseeing strategic planning, content excellence, media relations, and integrated communications programs across a diverse portfolio of local, regional, and multinational clients. Throughout her career, Noha has developed and led high-impact communications strategies for organizations operating across sectors including energy, financial services, real estate, healthcare, technology, manufacturing, consumer goods, hospitality, and sports. She has also contributed to the communications strategy and execution of major national initiatives and flagship industry events, helping organizations strengthen their reputation, navigate complex communications challenges, and build meaningful connections with their stakeholders. With extensive expertise in corporate communications, thought leadership, crisis communications, media relations, executive profiling, and content strategy, Noha works closely with executive leadership teams to shape compelling narratives that support business objectives and reinforce long-term reputation. She has also designed and delivered media training programs for senior executives, enabling leaders to communicate confidently and effectively across traditional and digital media platforms. Beyond client work, Noha plays a key role in developing communications standards, mentoring multidisciplinary teams, and driving innovation across the agency. She believes that effective communications is not simply about visibility, but it is about creating trust, influencing perceptions, and delivering measurable business impact through strategic storytelling and purposeful engagement.

Sara Hosny is a Group Communications Director at The PROs, bringing 14+ years of professional experience, with a strong focus on public relations and strategic communications. Her expertise spans crisis management, media relations, public profiling, and high-stakes event communications, built across a diverse client portfolio including IT, pharma, real estate, tobacco, logistics, startups, and automotive. Sara has shaped corporate narratives at major international platforms including COP27, PR direction for the Gouna Film Festival, and supported sustainability-focused communications for NGOs; giving her range across corporate, cultural, and development sectors. Among her standout campaigns, Sara led the Lynx Award-winning DHL x Mohamed Salah campaign, and headed strategic communications for Ahl Masr Foundation's burn victim support cause. She also led strategic communications for Mansour Automotive Group, covering everything from internal communications to media training and public profiling for senior executives. Beyond client-facing work, Sara has played a hands-on role in building and leading The PROs' team, mentoring talent and shaping the agency's approach to account strategy and client service. A storyteller by nature, Sara combines sharp market insight with creative instinct; building communications strategies that don't just manage reputations, but elevate them.

Khaled is our Head of Media Relations, with more than a decade of experience shaping media strategies, building corporate reputations, and leading high-performing communications teams. Throughout his career, he has partnered with leading organizations across the private and public sectors, spanning real estate, technology, healthcare, industry, and sports. His expertise extends from strategic media relations and reputation building to spokesperson profiling, helping organizations and their leaders tell compelling stories that support business growth and strengthen their public presence. Known for his strong relationships with journalists, editors, and media leaders across the MENA region, Khaled has a keen ability to identify opportunities that turn business milestones into meaningful news. His strategic approach to media relations consistently delivers impactful coverage, enhances brand visibility, and builds long-term credibility with key stakeholders. As Head of Media Relations, Khaled believes that successful communications start with strong leadership. He empowers his team to think strategically, collaborate effectively, and deliver with excellence, creating an environment where creativity, accountability, and continuous growth go hand in hand. His ability to align communications strategies with business objectives has enabled the successful execution of complex campaigns across multiple industries and markets. Khaled is also a trusted advisor to senior executives and spokespeople, providing strategic counsel on executive profiling and positioning, high-profile announcements, sensitive issues, and crisis situations. With a calm, thoughtful, and solutions-oriented approach, he helps leaders and organizations navigate complex challenges, protect their reputations, and communicate with clarity and confidence when it matters most.