Panel Discussion

I’m a creative who’s in love with storytelling

Tala Saleh, an entrepreneur at the forefront of Saudi Arabia’s creative and cultural scene. Tala has successfully established creative startups over the last decade, and today she is the CEO & Co-founder of Tayb Digital (previously The Studio Upstairs x Anchovy). She earned her BFA in Graphic Design from the American University of Beirut in 2007, and attained her MA in graphic branding and identity from the London College of Communication in 2011. Tala is also known as the Author of ‘Marking Beirut’ an insight into the social and political graffiti of Beirut city from 2005-2009.

Tracy Lanza is the Group Head of Global Brand Development at Red Sea Global (RSG), the developer behind The Red Sea and Amaala – two ambitious tourism projects set along the northwestern coast of Saudi Arabia. These destinations will play key roles in the realisation of Vision 2030, the Kingdom’s blueprint for economic diversification and sustainable development.

Tracy is focused on defining, developing and dynamically delivering brand vision across all marketing, media initiatives and communications. During her time with RSG, Tracy has overseen a series of milestone brand marketing moments. This includes the wholesale rebrand from The Red Sea Development Company to Red Sea Global spanning the development of a new visual identity, refreshed positioning and messaging, and a fully integrated communications strategy to engage internal audiences and external stakeholders. Tracy is also managing the Group’s transition from a developer of a single project to a multi-project developer and an operational hospitality company as our flagship destination, The Red Sea, gears up to welcoming its first guests.

Tracy, whose strengths lie in her expertise in results-focused business planning, brand development and team building, has a wide variety of category experience with over a decade in destination marketing. Tracy is skilled at providing brand positioning recommendations with validation grounded in consumer insights, micro and macro market trends as well as societal needs.

Prior to joining Red Sea Global, Tracy was Senior Vice President, Integrated Marketing, for Brand USA — the public-private partnership responsible for the United States’ first international tourism marketing effort. Tracy led the global marketing strategy across five continents for Brand USA. Her responsibilities included business development, revenue generation, oversight of international offices, research, analytics, media strategy, creative campaigns, digital development, public relations, sponsorships, event planning, and travel trade education.

Her career has seen her gain leadership experience in major entities including The Walt Disney Company, 20th Century Fox, Hasbro, HBO and Pepsi-Cola among many others.

With over 30 years of global experience in building and managing winning brands, I am a seasoned marketing leader who thrives on delivering simplicity and impact in complex and dynamic environments. As the Director Corporate Marketing at Aramco, the world’s leading integrated energy and chemicals company, I oversee the development and execution of the corporate brand strategy and architecture, as well as the communications and advocacy programs across the network. My core competencies include strategic thinking, marketing communications, issues management, and business results orientation. I have successfully built Aramco’s niche B2B brand into a global energy and technology leader, achieving a $103.6 billion brand valuation and a 40%+ gain in proven familiarity.

I have also leveraged high-impact sponsorships as change agents, implemented global campaigns driving supportive behaviors, streamlined the brand portfolio, and led effective advocacy efforts to drive technology adoption, investor education, and ESG solutions. Additionally, I have an active M&A record, optimizing equity and value creation for Aramco. I am also a certified Six Sigma practitioner, applying data-driven methodologies and tools to improve processes and performance. My mission is to create and sustain brand excellence and value for Aramco and its stakeholders, while embracing the challenges and opportunities of the energy transition.

Simon is the Global Chief Creative Strategy & Innovation Officer at creative communications firm Hill & Knowlton, leading a global creative transformation merging strategy, creativity, content, media, and data. Under his leadership, the agency embraced a new positioning and creative processes and has established 8 Innovation + Creative Hubs worldwide. Simon advises international clients, including mega-project King Salman Park. He previously worked across the US, China, and Europe. His industry renown is underscored by his contributions as a speaker and judge at Cannes Lions and the D&AD. Simon continues to drive innovation, shaping the future of global communications at H&K.