We recently had the privilege of speaking with Omar Graoui, Consultant, Financial Communications at IP Excellera. Backed by a strong academic foundation, and experience across diverse roles, he brings unmatched expertise in corporate communications. Understanding what truly goes behind contributing a successful business, Omar plays a crucial role in managing IP Excellera’s key clients.
The Beginning
We started the interview by asking, “Could you walk us through how your professional journey began and what first drew you to this line of work?”
Omar shared, “My professional journey began in London, where I completed my Bachelor’s degree in Business Management at Queen Mary University of London, followed by a Master’s degree in International Management at King’s College London.
My first opportunity came at an online reputation management agency in London. At the time, I knew very little about the industry. I was simply looking for an opportunity to start my career, learn, and gain experience.
That role ended up shaping the direction of my career. It gave me my first real understanding of how valuable reputation is to a business, how quickly perceptions can influence commercial outcomes, and how important effective communication is in building and protecting trust.
From there, I became increasingly drawn to corporate and financial communications. My journey has since taken me through agency roles at global corporate affairs firm SEC Newgate, an in-house corporate communications role at Crédit Agricole CIB, and now to IP Excellera, formerly Instinctif Partners, where I work within a leading investor relations and capital markets communications advisory in the GCC.
What started somewhat unexpectedly ultimately became a field I genuinely enjoy, particularly because it sits at the intersection of business, reputation, strategy, and communications.”
Defining Moments in the Career
We then asked, “Looking back, what was the most important lesson you learned in those early years that still guides you?”
He stated, “Early in my career, I learned that you cannot always control which opportunities come your way or when the opportunity you really want will arrive.
My approach has always been to embrace the opportunities I have now, give them everything I can, and extract as much value and learn from them as possible. Even if something isn’t exactly where you imagined yourself being, take it by the scruff of the neck and make the most of it – you can only control and beat what’s in front of you now.
Often, those experiences are what prepare you for the opportunities you were aiming for in the first place. Looking back at my own career, some of the opportunities I hadn’t planned for ended up being the ones that shaped my direction the most.”
Leading with a Vision
Interested to learn what a typical workday looks like for Omar Graoui and how he stays focused on what truly matters.
Omar responded, “One of the things I enjoy most about corporate communications is that no two days really look the same. One day, you could be supporting a client as they launch a major new initiative or announce an important milestone for their business.
Next, you could be responding to an unexpected incident involving one of their assets and suddenly find yourself in the middle of crisis communications. During earnings season, the focus can shift completely again, as you help listed companies communicate their financial performance and the story behind the numbers.
That variety means you must be able to switch gears very quickly, sometimes several times in the same day. For me, staying focused comes down to remembering what we are ultimately there to do: protect and strengthen our clients’ reputations, ensure their strategic priorities are understood by the audiences that matter, and help them communicate clearly and credibly, particularly when the stakes are high.”
Navigating through Challenges
Challenging phases are a part of every business. So, we asked Omar Graoui, “What has been one of the biggest hurdles you have faced in growing your business or career, and how did you work through it?”
“Moving countries has probably been what I would call a ‘blessed hurdle’ throughout my journey. I grew up in Lebanon, moved to the UK to study and begin my career, and I am now based in the UAE. Each move has meant starting a new chapter, adapting to a different culture, building a network again, and learning how business is done in a new environment.
At the same time, I see that as one of the biggest contributors to my personal and professional growth. Every country I have lived in has shaped me differently and given me a different perspective on people, business, and communication.
What has helped me most is learning to be adaptable and comfortable with change. I make a conscious effort to meet new people, listen before making assumptions, understand how different environments operate, and put myself outside my comfort zone. Over time, I have realized that adaptability is a skill in itself. The more comfortable you become with being uncomfortable, the easier it becomes to take on new challenges and opportunities,” he explained.
Looking Forward
To learn more about Omar Graoui’s perspective on the evolution of his work in the next few years, and what are the things he is most excited about, we asked him to share the same.
Omar commented, “I think we are entering an interesting period for communications, particularly because of AI. For years, companies have thought about their reputations largely through what appears in traditional media, search engines and social media. Increasingly, people are asking AI platforms directly about companies, executives, products and industries. That means organizations will need to start thinking seriously about what AI says about them and how their digital footprint influences those answers.
I expect areas such as Generative Engine Optimisation (GEO) to become increasingly important alongside traditional reputation management. Communications professionals will need to understand not only how a company appears in the media or on Google, but how its reputation is represented and interpreted across AI-powered platforms.
More broadly, I see communications becoming much more integrated. The days of investor relations, corporate communications, media relations, digital and internal communications operating in separate silos are gradually disappearing. Clients need advisers who understand their overall strategy and can help translate it consistently across every relevant audience and channel, from investors and journalists to employees, customers, and increasingly AI platforms.”
From Vision to Success
Lastly, we asked, “What is one piece of practical advice you would give to someone just starting out in their professional journey?”
Omar shared, “Work hard in your twenties. I know it might sound extreme to some, but in my opinion, nothing else matters in your twenties apart from your career.
You have an opportunity to learn quickly, make mistakes, take risks, say yes to things that stretch you, and build the foundations that can give you far more choice later in life. I think there is sometimes a temptation to focus too much on finding the perfect role, the perfect company, or the perfect career path from day one. Very few people actually have that figured out.
I would go back to the principle I mentioned earlier: you can only work with what’s in front of you. Whatever opportunity you have today, take it seriously. Grab it by the scruff of the neck, work harder than is expected of you, and learn everything you can from it.
Your first opportunity may not be your dream job, and your career may not follow the route you imagined. Mine certainly didn’t. But if you consistently make the most of what is in front of you, you give yourself a much better chance of eventually getting to where you want to be.”
Connect with Omar Graoui on LinkedIn to gain industry insights.
Find IP Excellera on LinkedIn and visit their website to learn more.
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