Professor Mona Ali Kassem: Founder – Chairman of the Board of Directors

Approach Media Co. was founded by Muna Ali Qasem, who has more than 20 years of experience in the Arab media, during which has been held the highest rank in prestigious Arab press institutions. She holds a master’s degree in business administration from Loyola Marymount University, where her master’s thesis revolved around the Arab media, and she reached in her research, in collaboration with the university’s team of researchers to amazing results. The most prominent of these are the youth in the Arab world from Ages 13-30 are the same size of the American public of the same age, and the study showed that the Arab population of this category is the fastest growing. Athough there is a digital communication infrastructure for this large public, it does not have a large number of media options compared to the same category of the American public, making the Arab market lack the presence of competitors, which ensures great success for any media organization that addresses this public.

She holds a Bachelor’s Degree in Media from Cairo University, and more than 80 courses in training, skill and administrative, related to various media and advertising courses, through which she enriched her experience in conducting media organizations and launching pioneering projects in the digital field.


Rob Lee, Interim Director of Operations

Mr. Lee is the Interim Director of Operations for Approach Media and Hollywood Arabia. He has extensive experience helping to set up startups and has completed hundreds of business plans, feasibility studies and market research reports. He has over 20 years of business experience in the entertainment, retail, and consulting industries and functional experience in planning, finance, and management of teams. Mr. Lee has a BA in Economics from UCLA and an MBA from Pepperdine’s Graziadio School of Business and Management.


Ibrahim Al-Zayed – Projects Manager

Ibrahim Al-Zayed is the Project Manager at Approach Media Co., as he entrusted with implementing the company’s vision in the digital field. He started his internet experience in 1994 as an amateur, and he founded and co-founded personal websites, and Arab blogs and forums. In 2006, he moved to journalism by providing technical topics.

He holds a master’s degree in law from the Middle East University in Jordan and presented his thesis on a topic related to the Digital Journalism, the thesis was about the legal responsibility of websites through visitors’ comments. He is currently studying for PhD in Germany, entitled “Fair Use of Intellectual Property Rights on YouTube”, and is expected to be considered a milestone in the world press.


Ahmed El Zein –Senior Producer- Graphic Designer

He holds a university degree in graphic design. Since 2003, Zain has over 15 years of experience in digital design and visual identity developing for media organizations. He has worked in several major press institutions in Egypt and Saudi Arabia, and as a freelance designer with numerous commercial and nonprofit organizations, and has held the position of “Super Pfizer” in Graphic Design Department at the Egyptian TeN TV before joining Approach Media Co., he is one of the graphic video pioneers in Egypt and the Arab world, and has been one of the few most accomplished graphic designers in the field since its appearance.


Peter Sawiris – Senior Producer

Peter Sawiris holds a Bachelor’s Degree in Journalism from Cairo University – English Department- Radio and Television. He worked as a television director, graphic designer, news producer, he has worked in several Egyptian local institutions and produced and directed a film. He worked in his early days, as an assistant director on several satellite channels and joined many press institutions until he joined Approach Media Co..


Editorial Team                                       

Reporters Team

Management Team