Elena Gramatica
Founding Partner and CEO
Elena Gramatica, Founding Partner and CEO of SEC Newgate Middle East
After moving to Dubai with her family in 2010 she became Account Director for the Luxury and Consumer sector at MS&L (Leo Burnett Group).
In 2013 she met Twister’s partners and founded Twister Middle East. In 2021 SEC Newgate acquired a 70 per cent stake in Twister Middle East and the Dubai-based agency was renamed SEC Newgate Middle East.
Elena leads an international team of specialists, personally overseeing professional work for clients and making a rich wealth of competences and experience available to them.
Recognized by PR Week’s Global Power Book as one of the most influencial communications strategist in the Middle East from 2021.
Elena is Strategy Board Member at MEPRA.
Helen Croft
Senior Communications Director
Helen Croft, Senior Communications Director
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.
She has led the fashion and luxury team at SEC Newgate for the past 4 years, managing prestigious fashion, fragrance and luxury jewellery clients across the region.
Daniela Gorini
Communications Director
Daniela Gorini, Communications Director
Daniela has been working in the communication industry since 2007. She holds a BA in Political Sciences and a Degree in PR and Corporate Communication.
Daniela built her PR skills working at Burson-Marsteller, first in Milan and then in Dubai.
Having worked in the UAE for over 12 years, Daniela has a deep knowledge of the local culture and media industry. She has led successful PR campaigns across several industries and has managed projects for several Italian Governmental Institutions in the UAE.
Katja Novakovic
Senior Communications Manager
Katja Novakovic, Senior Communications Manager
Prior to joining the SEC Newgate team, she worked at global PR firms Weber Shandwick, Portland Communications and BLJ Worldwide, where she supported the delivery of the FIFA World Cup 2022™ and several iterations of the Qatar Economic Forum, Powered by Bloomberg.
Katja completed her Bachelor in International Relations at Georgetown University and holds a Master in Human Rights from University College London. She is fluent in English, German and Croatian.
Ihab Yousef
Communications Manager
Ihab Yousef, Communications Manager
With an impressive track record of over 7 years in the field of Public Relations and Communications, Ihab has demonstrated his expertise across a diverse spectrum of sectors, including the corporate, technology, automotive, healthcare, hospitality, and lifestyle industries.
Fluent in both Arabic and English, Ihab also holds a Bachelor’s degree in Public Administration.
Giada Dionisio
Senior Communications Executive
Giada Dionisio, Senior Communications Executive
At the age of 19, Giada left Tuscany to follow her life-long dream to attend Bocconi University in Milan, achieving a Bachelor in Economics and Management, and Master Degree in Management with Major in Made in Italy, Fashion & Luxury.
Giada’s has worked with Loro Piana, followed by L’Oréal before moving to the UAE, where she has been an integral part of Elena’s fashion and luxury team for the past 3 years.
Serena DJamous
Senior Account Executive
Serena DJamous, Senior Account Executive
Serena has nearly three years of experience in the PR industry in Dubai, with a strong background in Arabic editorial and copywriting.
Prior to joining SEC Newgate, she worked at FleishmanHillard, where she served various clients, including Agility, ENGIE, WaterWipes, Bosch, Gilead Sinence, and Takeda.
She holds an MBA degree from the Swiss Business School in Dubai.
Andrea Frigerio
Communications Assistant
Andrea Frigerio, Communications Assistant
Born in Italy, Andrea’s first foray into the fashion industry was at the Italian luxury fashion brand, Le Twins, where he was social media manager.
After arriving in Dubai in 2022, Andrea joined the SEC Newgate team where he provides valuable support across all the agency’s corporate and luxury clients.
