Cairo is doubling down on its efforts to reshape its global economic image, moving beyond traditional diplomacy to a more aggressive, strategic communication model. In a move designed to bridge the gap between policy-making and investor perception, Minister of Investment and Foreign Trade Mohamed Farid Saleh has appointed Mohamed Ayyad as Assistant Minister for Promotion and Strategic Communication.
The appointment, formalized under Decision No. 198, signals a shift in how Egypt intends to market itself to the world. Rather than relying on static promotional materials, the ministry is building an integrated system of strategic communication aimed at positioning the country as a highly qualified destination for trade and foreign direct investment (FDI).
For a country navigating a complex economic recovery and seeking to stabilize its currency and attract diversified capital, the role is less about public relations and more about economic storytelling. Ayyad is tasked with creating a cohesive institutional message that reflects the “investment fundamentals” of the Egyptian economy, ensuring that the narrative reaching international boardrooms is as sophisticated as the policies being implemented in Cairo.
A Hybrid Approach to Investment Promotion
The mandate given to Ayyad is specific: enhance Egypt’s economic competitiveness by expanding communication channels with both local and international business communities. This involves a transition toward “international practices” in investment promotion, where data-driven messaging meets strategic media placement.
According to Ayyad, the upcoming phase will focus on reinforcing Egypt’s position as a regional hub for investment and trade. To achieve this, the ministry plans to deploy modern communication tools and forge deeper partnerships with international investment institutions. The goal is to move from a reactive posture to a proactive one, where Egypt doesn’t just respond to investor inquiries but actively shapes the global conversation around its market potential.
This strategy comes at a critical time for Egypt. As the government seeks to increase the role of the private sector and reduce state ownership in various industries, the ability to communicate transparency, regulatory stability, and growth potential is paramount.
The Pedigree: From Capital Markets to the Newsroom
What makes Ayyad’s appointment notable is the intersection of his professional backgrounds. He is not a career diplomat or a traditional PR specialist. he is a financial technician with a journalist’s toolkit. With over 18 years of experience, his career has spanned the very institutions that drive Egypt’s financial architecture.
Before joining the ministry, Ayyad served as a key advisor to the Chairman of the Financial Regulatory Authority (FRA). Between September 2021 and February 2026, he managed the institutional communication and media portfolios for the FRA and its critical affiliates, including the Egyptian Institute of Directors and the Regional Centre for Sustainable Finance.
His tenure at the FRA was marked by a modernization of the authority’s outreach. He established the FRA’s first integrated media center, which included a podcast and television studio—tools designed to demystify complex financial regulations for the general public and professional investors alike.
Beyond the FRA, Ayyad’s experience includes a significant stint as Deputy Assistant Chairman of the Egyptian Exchange (EGX) from 2017 to 2021, where he managed the critical interface between the stock market and the business community. This blend of experience—ranging from the EGX to leadership roles at the Extra News channel and various economic newspapers—positions him to translate complex fiscal data into compelling investment narratives.
Professional Trajectory of Mohamed Ayyad
| Period | Organization | Key Focus |
|---|---|---|
| 2021 – 2026 | Financial Regulatory Authority (FRA) | Institutional Communication & Media Centers |
| 2017 – 2021 | Egyptian Exchange (EGX) | Business Community Relations & Promotion |
| Prior to 2017 | Extra News / Economic Press | Economic Media & Content Management |
| Academic | Cairo University / Arab Academy | Economics & Business Administration (MBA) |
Driving Financial Literacy and Inclusion
Ayyad’s impact has extended beyond high-level diplomacy into the realm of public financial literacy. He has been a driving force behind national awareness campaigns designed to bring more Egyptians into the formal financial fold.
Working with the Egyptian Insurance Federation and the Egyptian Exchange, he led the “Insure First… You Won’t Start from the Beginning” campaign and the capital market initiative “With a Share… You’re a Partner.” These programs were not merely promotional; they were designed to promote responsible investment and financial inclusion, ensuring that the Egyptian public understood the mechanisms of the capital market.
This expertise in “awareness” is expected to carry over into his new role. Attracting foreign investment often requires first stabilizing and promoting the domestic investment climate, creating a virtuous cycle where local confidence signals stability to international observers.
Academic and International Foundations
The technical depth of Ayyad’s appointment is supported by a rigorous academic background. He holds a Bachelor of Economics from Cairo University’s prestigious Faculty of Economics and Political Science and an MBA from the Arab Academy for Management, Banking and Financial Sciences.
His training is notably international, including a program at the International Monetary Fund (IMF) in Washington, D.C., and a joint program with the Egyptian Ministry of Planning focused on evidence-based development policies in Indonesia. This global perspective is essential for a role that requires navigating the expectations of the IMF, World Bank, and sovereign wealth funds.
his certifications in governance, risk management, and investor relations provide the technical scaffolding necessary to handle the nuances of “Strategic Communication” in a high-stakes economic environment.
Disclaimer: This article is for informational purposes only and does not constitute financial, investment, or legal advice.
As the Ministry of Investment and Foreign Trade rolls out its new communication framework, the immediate focus will be on the upcoming cycle of international investment forums and the promotion of Egypt’s updated investment laws. The success of this new strategic direction will be measured by the volume and quality of FDI inflows in the coming fiscal quarters.
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