The senior team at SEC Newgate Middle East includes:
Elena Gramatica
Founder and CEO,
SEC Newgate Middle East
Elena Gramatica, Founder and CEO, SEC Newgate Middle East
In Dubai in 2013, Elena launched the Middle East branch of the Italian agency, Twister Communications, and over the following eight years guided its growth to become one of the leading boutique agencies in the region.
As a result of this success, in 2021, international communications firm, SEC Newgate S.p.A acquired a stake in Twister Communications Middle East and the agency was renamed SEC Newgate Middle East. With Elena holding the remaining shares she continued in her leadership role at the head office in Dubai and recently, opening a regional office in Riyadh.
Prior to establishing her own agency in Dubai, Elena was the Communications Director for the Luxury and Consumer sector at MS&L (Leo Burnett Group), leading the activity for the agency’s largest client, Procter and Gamble.
Before relocating to the Middle East from Italy 15 year ago, Elena spent 10 years as Media Relations Manager at the Italian publishing house – Il Sole 24 ORE Group – handling the communications for the firm’s IPO.
Elena holds a bachelor’s degree in Arabic Literatures from Ca’ Foscari University of Venice, Italy and a professional degree in Journalism.
Sabrina Larese
Head of Office Riyadh
Sabrina Larese Head of Office Riyadh
Her expertise spans the full spectrum of PR, from consumer practices to corporate positioning, tourism, and issue management, with a strong background in corporate, brand and international communications.
Helen Croft
Head of the Consumer and Lifestyle Division
Helen Croft, Head of the Consumer and Lifestyle Division
Helen started her career in the UK working for a number of elite agencies, achieving outstanding results for clients ranging from Selfridges to River Island and Peacocks. After 10 years of riding the London Underground, she moved to Dubai in 2009 to join Havas Middle East.
She has led the fashion, luxury and wellness division at SEC Newgate for the past eight years, managing prestigious brands including Tod’s, Max Mara Fashion Group, Clinique La Prairie, LYMA and Mouawad jewellery.
Emma Barber
Senior Communications Director
Emma Barber, Senior Communications Director
With her many years of experience, Emma overseas the agency’s corporate accounts, providing strategy and guidance, working with the team to identify opportunities and ensure PR activity is managed effectively and successfully. Prior to moving to the UAE, Emma worked for a boutique agency in the UK servicing consumer and charity sector clients. She holds a BA in English Literature and the CIPR Advanced Certificate in Public Relations..
Daniela Gorini
Senior Communications Director
Daniela Gorini, Senior Communications Director
Katja Novakovic
Communications Director
Katja Novakovic, Senior Communications Manager
She has held senior roles at Weber Shandwick, Portland Communications and BLJ Worldwide, managing work for a diverse range of clients such as Qatar Foundation, Vodafone, Mastercard, Education Above All (EAA), Qatar Financial Centre, Qatar Museums, Media City Qatar, the Doha Film Institute, and the World Innovation Summit for Education (WISE). Katja also contributed to landmark initiatives including the FIFA World Cup 2022™, supporting the Supreme Committee for Delivery & Legacy, and the Qatar Economic Forum, Powered by Bloomberg.
She holds a BSc in International Relations from Georgetown University and an MA in Human Rights from University College London.
Mona Mashhoor
Communications Director
Mona Mashhoor Communications Director
Mona is a senior communications leader with nearly 15 years of experience across the GCC, delivering high-impact work across government, corporate, technology, entertainment, education and automotive sectors. She has led major regional campaigns, including G42’s Phase-3 COVID-19 vaccine trial communications, the Dyson Airwrap multi-styler launch in the UAE and Saudi Arabia, and Spotify’s Wrapped rollout in the Middle East.
Her background includes senior roles at JLR MENA, Burson, Grey Worldwide and BLJ Worldwide, with multiple MEPRA Gold and Silver award-winning campaigns. At SEC Newgate, she leads strategic communications, brand storytelling and crisis advisory across multi-market programmes.
