SERRA AYRAL, COUNSELLOR, TRADE AND ENVIRONMENT DIVISION, WTO Serra Ayral is Counsellor in the Trade and Environment Division of the WTO. Her current work focuses on the relationship between standards, regulations and trade. She supports and advises WTO member governments with respect to their engagement in the Technical Barriers to Trade (TBT) Committee. She is currently spearheading several initiatives focusing on transparency, including the digital ePing SPS&TBT platform and the transparency champions programme. Her earlier assignments in the WTO have focused on sanitary and phytosanitary (SPS) measures, regional trade agreements and capacity building. Prior to joining the WTO, Serra worked at the World Bank, UNCTAD and the World Economic Forum. She also spent three years in Botswana, supporting various SPS/TBT capacity building projects in the Africa region. Originally from Turkey, Serra has a Bachelor's degree in Economics from Mount Holyoke College and a Master's Degree in International Relations from Johns Hopkins University (SAIS).