Lauren Fryer has worked across multiple facets of marketing, media, and communications for more than 25 years. She is the Founder and CEO of MUSE, a role she has held for nearly 16 years, leading the agency’s evolution into a respected, full-service marketing and communications consultancy operating across the GCC and North Africa.

Lauren’s career spans Melbourne, London, Dubai, Qatar, Saudi Arabia, Cairo, and Monaco, and includes senior experience with some of the world’s most influential media organisations. She began her career in television before moving into global publishing, working with flagship international titles and media brands, and later expanding into digital, brand, and strategic communications roles across multiple regions.

In 2010, Lauren founded MUSE (formerly known as Qanect), which has since grown into a multi-market agency with operations in Qatar, Saudi Arabia, Egypt, and London. Under her leadership, MUSE delivers strategic marketing, communications, experiential, and brand-led solutions across a wide range of sectors, partnering with both regional and international clients to deliver high-impact, commercially driven outcomes.

In 2019, Lauren established Qanect Publishing, launching a portfolio of bespoke magazines and guidebooks, including Festival Magazine, a shopping and lifestyle publication created for Doha Festival City.

Alongside her commercial ventures, Lauren is the Founder of Sada Impact, an initiative focused on purpose-driven strategy, sustainability, and meaningful community and social impact within business and communications. She also serves on multiple boards and holds a position on the Strategy Board of the Middle East Public Relations Association (MEPRA) contributing to the advancement, professionalisation, and future direction of the communications industry across the region.

Through her leadership, board roles, and entrepreneurial ventures, Lauren continues to shape progressive, impactful communications across the Middle East and beyond.