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People / President, Middle East & North Africa /


President, Middle East & North Africa

Mamoon Sbeih boasts a 25-year career as a strategic communications expert, guiding prominent government entities, corporations, and multinationals across the Middle East and North Africa (MENA).

Beginning in 1993 at the World Bank, Mamoon excelled as an External Affairs and Aid Coordination Officer for nearly a decade. In 2003, he advanced to Director at BCW in the UAE, overseeing the telecom and government portfolio.

In 2006, Mamoon headed Dubai Holding’s first public relations firm, JIWIN Public Relations, leading a team of 35. Notably, he steered the acclaimed Brand Dubai campaign, solidifying the emirate’s global positioning as a business and tourism hub.

The year 2010 marked a transformative milestone with JIWIN’s integration into the international advisory powerhouse, APCO. Under Mamoon’s visionary leadership, APCO’s presence expanded from Dubai to Abu Dhabi, Manama, Riyadh, and Amman. Today, the firm boasts a cadre of 230 consultants, steadfastly supporting key governmental and private sector players across MENA.

Mamoon’s leadership expanded the firm’s reach across MENA, with a 230-consultant team driving disciplines such as Reputation Management, Public Affairs, and Advertising. Notably, he has pioneered institutional design offerings helping major government and private sector organizations build their press office functions, cultivating the firm’s expertise in media, communication, and public relations.

He has been a member of APCO’s global Executive Committee since 2017. Recognized as a luminary in media training, he has extended his expertise to personalities worldwide, crafting bespoke training programs in crisis communication, simulation, and change management.

Mamoon, a Middle East Public Relations Association (MEPRA) strategy board member, is bilingual in Arabic and English. He holds a master’s degree from the University of Turin and a bachelor’s degree in electronic engineering from the University of Salford. He also completed the Corporate Leadership Program at Harvard Business School. Alongside his professional achievements, Mamoon finds balance as a devoted husband and father of three.