Joyce El Khoury is a dynamic leader in strategic communications, media relations, event management, and sales strategist with a career spanning nearly two decades across Europe and the Middle East. Based in Athens, Greece, and Dubai, UAE, Joyce has developed a robust reputation for her expertise in crafting communication strategies, building high-profile media networks, and executing impactful corporate events. Her ability to blend strategic vision with creative execution has positioned her as a trailblazer in the field, consistently driving innovation and growth in every role she has undertaken.
Early Career and Education
Joyce began her academic journey in communications and journalism at the Lebanese University in Beirut, where she earned her bachelor’s degree in 2004. This foundational education set the stage for her entry into the media world, where she quickly distinguished herself through her talent and drive.
Her professional career took off at Rotana Media Group, where she worked as a Public Relations and Press Coordinator from 2005 to 2007. Here, she honed her skills in stakeholder engagement and public relations strategy, laying the groundwork for her future leadership roles. Joyce’s journey continued at Dubai Media Incorporated, where she progressed from a Media Relations Officer to a Corporate Communication Manager. During her tenure, she played a pivotal role in crafting and executing corporate communication strategies, organizing media events, and strengthening the organization’s visibility across the region. Her efforts earned her the prestigious Employee of the Year Award, highlighting her dedication and exceptional performance.
Leadership and Entrepreneurship
In 2010, Joyce’s entrepreneurial spirit led her to found Media Trend SAL, a media content and event management company based in Beirut. Under her leadership, the company quickly established itself as a key media provider in the UAE, serving prestigious clients like Ahlan Magazine and Al Sada Magazine. Through innovative content creation and strategic partnerships, Joyce scaled Media Trend into a vital content hub in the region. Her success as a founder and director not only showcased her entrepreneurial acumen but also cemented her reputation as a leader capable of navigating the dynamic media landscape.
Simultaneously, Joyce held a significant role as Corporate Communication Manager at Alsumaria TV in Beirut, where she built the channel’s communication department from the ground up. Leading a high-performing team, she developed and executed strategies that elevated the channel’s brand image and strengthened its regional presence.
Global Communications Expertise
In 2020, Joyce transitioned to a leadership role at Estia Capital in Athens, Greece, where she currently serves as Group Communication Manager. Here, she spearheads communication initiatives for Estia and its subsidiaries, including Estia Developments and 7 Seas Maritime. Her responsibilities encompass everything from managing media relations and branding strategies to leading corporate communication for exhibitions and major industry events. Joyce’s innovative use of digital tools, including Google Ads and social media campaigns, has significantly enhanced the company’s market presence and stakeholder engagement.
In 2023, Joyce expanded her role at Estia by taking on the responsibility of leading sales efforts in the Middle East. Managing a dedicated team, she exceeded sales targets by leveraging her extensive communication experience and strong network of brokers and clients.
Key Achievements
Joyce’s career is marked by a series of notable accomplishments, including:
- Strategic Communication Leadership: At Dubai Media Incorporated, she developed comprehensive corporate communication strategies that enhanced the organization’s visibility and reputation.
- Event Management Excellence: Throughout her career, she has successfully orchestrated high-profile media events, including press conferences and product launches, ensuring impactful engagement with key stakeholders.
- Founding Media Trend SAL: Her entrepreneurial venture in Beirut became a cornerstone for media content in the UAE, serving prominent publications and scaling operations to meet industry demands.
- Crisis Communication Expertise: In high-pressure situations, Joyce has demonstrated exceptional skill in managing messaging and protecting brand reputation.
Values and Vision
Joyce is driven by a commitment to excellence and innovation. She believes in the transformative power of strategic communication to shape perceptions, build relationships, and drive organizational success. Her leadership style emphasizes collaboration, adaptability, and fostering a culture of creativity within her teams.
As a multilingual professional fluent in English, Arabic, and French, Joyce excels at navigating diverse cultural and professional landscapes, making her an invaluable asset in today’s globalized world. Her dedication to continuous learning is evident in her completion of specialized certifications, including a Real Estate Negotiation Expert Course and Digital Marketing Boot Camp.
Looking Ahead
As she moves forward in her career, Joyce El Khoury remains focused on leveraging her wealth of experience to tackle new challenges in strategic communications and business development. Her ability to blend strategic thinking with creative problem-solving makes her a standout leader, poised to make a lasting impact in any organization she joins.
Joyce’s journey is a testament to her resilience, adaptability, and unwavering passion for her craft. Whether leading media campaigns, managing corporate communications, building innovative marketing strategies, or leading a sales team to achieve a target she continues to set the standard for excellence in her field.
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