As an Association Solutions director, Simeonne Bookal brings strategy, creativity and impact to every initiative she works on. Based out of our McLean, Virginia, office (while calling Harrisonburg home), she’s been a part of the MCI USA family for nearly 13 years, championing mission-driven work and measurable results for her clients. 

Originally from Toronto, Canada, Simeonne leads strategic communications and program management with a focus on expanding public awareness and driving meaningful engagement. Whether launching a campaign or creating marketing resources, her work is grounded in accessibility, clarity and audience connection. Here, she shares more about her role at MCI USA and touches on how her time spent in Saudi Arabia as a child taught her to appreciate cultural differences and navigate diverse perspectives.  

1. What makes you excited to go to work every day?
I love seeing a public awareness campaign come to life. A lot of thought goes into developing clear, accessible messaging and creating marketing tools and resources that not only bring a theme to life but also inspire creativity within the audiences we serve. It’s exciting to watch a campaign catch on — to see people using the messaging I created, adding their own voice, and bringing the initiative to life through social media or community engagement. That’s when I know the work is resonating and making an impact.

2. What techniques help you stay organized and productive? How do you stay motivated and focused?
I’m very process-driven, so creating systems and workflows helps me stay organized and productive. I rely on project management tools, checklists, and templates to keep projects moving and ensure consistency across my work. I stay motivated by focusing on the impact.Knowing that what I’m creating will eventually reach someone who needs support or connection keeps me energized. I also carve out time for creative thinking and brainstorming, which helps me stay inspired and bring fresh ideas to the table. 

3. Tell us about your biggest influence.
My biggest influence has been my mom. Watching her take a bold step to move our family abroad for a career opportunity showed me what it means to take risks, adapt to new environments, and create opportunities for yourself and your family. She modeled resilience, independence and the importance of showing up for people, which are qualities I carry with me in both my personal and professional life. Her influence reminds me that sometimes the biggest growth comes from stepping outside of what’s familiar.

4. What is the bravest thing you’ve ever done?
One of the bravest things I’ve done is learning to use my voice and step into leadership roles where I advocate for my ideas, the people I support and the causes I care about. Early in my career, I was most comfortable working behind the scenes, but over time, I’ve learned that it takes courage to speak up, think outside the box and lead with authenticity. I take pride in bringing a genuine voice and perspective to my work; not something generic, but something that reflects my style, creativity and character. I’m not trying to be anyone else. I lead as myself, and that’s what I offer: my unique voice, ideas and point of view. It’s brave to put that into the world and trust that it will make a difference.  And second thing is I’ve run a half marathon. Truly an act of bravery!  

5. What’s something surprising that not many people know about you?
Something surprising about me is that I lived in Saudi Arabia as a child, not because of any family connection to the region, but because my mom took a nursing job there. It was truly an experience of a lifetime and shaped so much of who I am today. Growing up in such a drastically different culture from my home in Canada gave me a multicultural identity and a deep sense of independence as I explored my new surroundings. I had the chance to meet and connect with kids from all over the world, which taught me how to appreciate cultural differences and navigate diverse perspectives.

It also instilled in me a sense of curiosity and possibility — a belief that the world is so much bigger than the neighborhood you grow up in. That global perspective often shows up in my work, especially when I’m creating campaigns or experiences designed to connect with people. Whether I’m developing a campaign message or creating resources for a program, I’m always thinking about how to make information accessible, relatable, and meaningful to the audience I’m trying to reach.