Executive Team
Our executive team harnesses decades of experience across prestigious hospitality and F&B brands, to drive innovation, and deliver excellence to our partners and guests.
Apo brings more than four decades of leadership and expertise to his role as Chief Strategy Officer at The First Group Hospitality. With a career that spans operations, revenue management, sales, marketing, distribution, branding, and business intelligence, Apo’s track record of success is testament to his dedication and drive. Working his way from Bellboy to General Manager in his early career, Apo has gone on to hold senior leadership positions with some of the world’s most prestigious hotel operators. As Head of Revenue Management at Hilton Hotels Corp., Apo led revenue strategies for Hilton’s owned and managed properties in North America. He later served as Vice President of Market Strategy for IHG Americas, where he developed and oversaw commercial strategies across the region.
In 2007, Apo was appointed Chief Commercial Officer at Jumeirah Group, where he spearheaded a series of innovative growth initiatives. In 2012, he founded Intelligent Hospitality and developed HotelIQ Decision Cloud, a revolutionary analytics platform now used by hotel operators in more than 30 countries, including The First Group Hospitality. Apo’s ability to harness data-driven insights to drive strategic decisions underscores his visionary approach to the industry.
Apo holds a vocational High School diploma in Hotel Management, a Bachelor’s and Master’s Degree in Hotel Management, and a Doctorate in Applied Economics from Ohio State University.
With his unique industry insight and passion for innovation, Apo is shaping The First Group Hospitality’s long-term strategy and driving sustainable growth.
Paul Gyles is a highly accomplished senior finance executive with more than 35 years of international experience spanning the UK, MiddleEast and Asia. As Group Chief Financial Officer at The First Group, he provides strategic financial leadership across the company’s fast-growing real estate and hospitality portfolio.
A Chartered Global Management Accountant (CIMA / AICPA) and a past winner of the Middle East CFO of the Year for the Real Estate & Construction sector, Paul is a proven leader in financial strategy, business planning, and finance transformation. He has a strong track record of optimising financial operations, leading high-performance teams and delivering sustained success.
Prior to joining The First Group, Paul held CFO roles at major industry players including Shamal Holding, Meraas, and ISG plc, managing financial operations across multiple verticals, from real estate and hospitality to retail, F&B, and investment holdings.
Paul also served as Group Finance Director at Tatweer (Dubai Holding), where he played a pivotal role in financial restructuring and business performance management. Earlier in his career, he held Finance Director roles at Johnson & Johnson, first managing the firm’s UK interests before taking on a regional leadership role overseeing the company’s Middle East operations from the UAE.
Joe Ruby is a dynamic and results-driven sales and marketing executive with over 35 years of global experience spanning the real estate, hospitality, and travel industries. With a track record of driving revenue growth and brand expansion across the United States, Asia Pacific, Europe, and the Middle East, Joe has built a reputation as a strategic leader who delivers exceptional business performance.
Before joining The First Group in 2013 as Chief Marketing Officer, Joe spent 14 years as Senior Vice President at Wyndham Hotel Group’s Vacation Ownership Division, where he played a pivotal role in scaling the brand’s global footprint. At The First Group, his leadership has been instrumental in accelerating the company’s profitability, spearheading innovative marketing strategies, and strengthening its position as a market leader in real estate investment.
Joe holds a Bachelor of Science from the University of Illinois and an MBA from the prestigious Kellogg School of Business. His extensive expertise, visionary leadership, and commitment to excellence continue to drive The First Group’s ongoing success.
One of the region’s most experienced hospitality industry professionals, David was recruited by The First Group in 2019 to oversee the ongoing development of its burgeoning hotel portfolio. David’s professional pedigree ranks among the best in the business.
Committed, industrious and passionate about the industry’s growth and development, David regularly appears in the Power 50 of Hotelier Middle East's annual ranking of the region’s most influential hotel professionals and is also a long-serving member of Dubai Tourism’s Five Star Hotel Committee.
Prior to joining The First Group, David was Chief Operating Officer at Dubai-based JA Resorts & Hotels, overseeing a portfolio of nine hotels and leisure venues across the emirate as well as luxury resorts in the Maldives and Seychelles.
David also boasts extensive experience in advertising, sales and marketing, working with some of the world’s largest agencies and world-class hotels.
Passionate and driven, David’s entrepreneurial spirit is helping shape the future of The First Group Hospitality's portfolio.
David is a graduate of Scotland’s University of Stirling, where he earned a Joint Honours Degree in History and Social Anthropology.
Born and raised in Melbourne, Australia, among a family of avid foodies, Mark’s passion for F&B developed at an early age. An international award-winning chef, Mark commenced his professional career in 1998, working in Cyprus, Barbados, Hong Kong, and Singapore in a series of senior management positions for 5-star luxury properties. In 2007, he joined the pre-opening team at Atlantis, The Palm in Dubai as Vice President of Culinary. He was instrumental in the overall success of the property, which led him to being promoted to Senior Vice President Food and Beverage in 2013, a role that saw him assume responsibility for the successful running of the hotel’s 23 restaurants and bars, entertainment and events.
This experience paved the way for his roles at Corinthia Hotels, where he served as Director of Operations, overseeing F&B strategy, and at Harrods in London, where, as Group Director, he focused on restrategising Food & Beverage outlets and elevating guest experience.
In 2020, Mark joined The First Group as Vice President Food & Beverage. His extensive culinary expertise combined with his vast managerial experience and operational knowledge of F&B makes him the perfect fit for leading The First Group Hospitality's F&B operations.
With over 30 years of industry experience spanning hospitality operations and strategic management across Europe, the Middle East, and Africa, Tom brings a proven track record of delivering operational excellence and driving commercial success.
Before joining The First Group Hospitality, Tom served as Vice President at Rotana Hotels, where he managed a portfolio of over 65 hotels and led more than 20 pre-opening projects across the EMEA region.
Previously, as Regional Commercial Director for Hilton’s Full-Service Hotels in EMEA, he was instrumental in driving revenue growth for over 300 hotels and managed the Hilton MEA Franchise Portfolio, maximising overall performance and revenues.
Tom has extensive expertise in hotel openings, management, and rebranding across the EMEA region. With a deep understanding of hospitality operations and a commitment to excellence, he plays a pivotal role in shaping The First Group Hospitality’s operational strategy—ensuring every property delivers world-class service and exceptional guest experiences.
Tom holds a Master of Business Administration (MBA) from The Open University Business School.
Shafraz’s vast international experience working for enterprise technology giants including HP and Infosys has proven a real asset in his role as Senior Vice President of Technology.
Having joined The First Group in 2014 as Director of CRM, Shafraz was promoted to Director of IT two years later, with the mission of helping shape the firm’s digital strategy for the coming decade. His success in this challenging role was rewarded with a promotion to Vice President of Technology in 2019. Recognised again for his exceptional leadership and results, he was promoted to his current position as Senior Vice President of Technology in 2022.
Born and raised in Australia, Shafraz developed his career in technology in the neighbouring New Zealand, where he worked as a senior consultant for IT firms Business Mechanix and Gen-I, before joining industry giant Infosys as a lead consultant in 2011.
In 2013, he was headhunted by rival HP for the role of Lead Architect – NZ for Microsoft Dynamics Practice – a high-profile position that provided the perfect launching point for his career with The First Group.
Shafraz holds a number of academic qualifications, including a Certificate of Completion in Disruptive Strategy from the highly respected Harvard Business School (USA).
Senior Leadership
Driven by a deep passion for the industry, our leadership team's work fuels long-term success and service excellence across our portfolio
Driven by a deep passion for the industry, our leadership team's work fuels long-term success and service excellence across our portfolio
Brendan joined The First Group in 2020, bringing with him almost 20 years’ experience developing cutting-edge F&B concepts for some of the world’s most-respected hotel operators.
An Irish native, Brendan commenced his career at the luxurious Dromoland Castle in County Clare, before seeking out sunnier climes in Dubai. During his initial stint in the emirate, he developed a reputation as one of the F&B industry’s trailblazers, helping establish the likes of Barasti, Nasimi Beach and Yalumba among the city’s most popular entertainment venues and dining destinations.
In 2013, he was appointed Director of F&B at the famous W Hong Kong. Under his guidance, the hotel’s F&B portfolio was overhauled, with the addition of exciting new concepts and dining initiatives delivering a 20% increase in F&B revenues in the first 18 months of his management.
Returning to Dubai, Brendan helped steer the launch of W Dubai – The Palm, where he earned multiple awards as Hotel Manager from 2018 to 2020.
With his extensive experience and deep understanding of Dubai’s dynamic and highly competitive F&B landscape, Brendan is uniquely and ideally positioned to spearhead The First Group Hospitality’s marketing efforts.
Hershna brings more than 25 years of experience leading and executing digital transformation projects across diverse industries to her role as Head of E-commerce with The First Group Hospitality.
Prior to joining the The First Group Hospitality in October 2024, Hershna worked in a variety of high-level roles, with the most notable being Director of Global E-commerce at global hospitality giant, Kerzner International.
In this position, she led the redesign of five branded websites, implemented a bespoke booking engine, and migrated more than 24,000 assets to Sitecore’s Content Hub. Her strategic initiatives resulted in a 200% increase in booking conversions and significantly improved site performance.
Throughout her career, Hershna has been at the forefront of digital innovation in hospitality, as highlighted by her success leading digital marketing efforts on behalf of Atlantis, The Palm in Dubai.
As Director of Digital Projects and Innovation, she spearheaded digital transformation projects that earned multiple Sitecore awards and contributed to best-in-class industry case studies.
Hershna’s expertise spans digital strategy, project management, customer experience optimisation, and data-driven decision-making. Her dedication to excellence and innovation has earned her recognition as a Sitecore MVP and Co-Chair of the Sitecore Customer Leadership Board.
Hershna holds a B.Sc. (Hon.) in Product Design from Nene University College of Northampton (U.K.).
With more than 25 years of experience, Mohamed Tolba has managed the financial operations of some of the world’s most prestigious hotel brands, including Marriott International, Four Seasons Hotels and Resorts, and Al Habtoor Group.
Renowned for his expertise in driving financial performance and enhancing operational efficiencies, Mohamed has a proven track record of delivering exceptional results in even the most complex and challenging environments.
Mohamed has successfully managed multi-property finance teams, incorporating landmark properties such as Marriott Hotel Al Jaddaf and Hilton Dubai Al Habtoor City. His strategic insights and meticulous approach were pivotal in achieving six-figure budget savings during the pre-opening of Marriott’s Courtyard Culture Village hotel in Dubai. In addition, he has led numerous pre-opening projects, ensuring seamless financial planning and execution.
Mohamed has expertly navigated challenging economic periods over the course of his career, including during the Great Financial Crisis of 2007-08, maintaining positive cash flow and avoiding reliance on external financing. His leadership and commitment to talent development were recognised with the prestigious Marriott International EMEA 2022 Finance Award.
Mohamed’s unparalleled expertise in financial strategy and team leadership continues to drive The First Group Hospitality’s financial success, reinforcing its market-leading position.
Preeti brings a wealth of expertise in talent identification, management and training to her role as Senior Director of Human Resources.
Preeti joined The First Group in 2021 as Director of Human Resources and was promoted to her current role in 2024, where she leads HR strategies across the company’s rapidly expanding hospitality portfolio.
Her strategic leadership focuses on fostering a culture of excellence, driving employee engagement, and aligning HR practices with business objectives to ensure sustained growth across the organisation.
Prior to joining The First Group, Preeti held senior HR positions at Jumeirah Group, including Cluster Associate Director of Human Resources at Jumeirah at Etihad Towers and Jumeirah at Saadiyat Island Resort. She also served as Head of HR at Jumeirah Saadiyat Island Resort, where she led key initiatives in talent development and organisational transformation.
Her career spans leading global hospitality brands such as Anantara and Le Meridien, where she held various roles in training and quality management. Preeti’s dedication to continuous improvement is further exemplified by her certification as an OKR Coach.
Preeti holds an MBA in Total Quality Management from the University of Leicester and a Diploma in Hotel Management from the Institute of Hotel Management.
An expert in hospitality revenue management and business analytics, Muhammad has a proven track record of driving profitability and business growth through the implementation of data-driven strategies.
As Head of Total Revenue Management, Distribution & Analytics at The First Group Hospitality, Muhammad spearheads the development and execution of revenue strategies across the company’s rapidly expanding portfolio of hotels and F&B venues, ensuring optimal financial performance and market share growth.
Muhammad was previously employed in senior leadership roles at Marriott International. As Senior Manager of Data Science Strategy & Reporting for EMEA, he transformed complex datasets into actionable insights, enabling strategic decision-making and helping expand Marriott’s market share across Europe, the Middle East, and Africa.
Known for his ability to leverage analytics to uncover new business opportunities, Muhammad continues to optimise resources and elevate revenue streams, playing a pivotal role in driving The First Group Hospitality's commercial growth.
Since joining The First Group in 2021, Katelyn has been instrumental in shaping the organisation’s talent identification and recruitment strategy, fostering a high-performing ethos that aligns with The First Group’s ambitious growth trajectory.
Prior to her current role, Katelyn served as the Head of Regional Talent Acquisition for Marriott International, overseeing Canada and supporting the Eastern United States. In this position, she developed and executed innovative recruitment strategies on behalf of Marriott, which is recognised as one of the world’s largest hospitality operators.
Prior to this, she worked at BMO, one of North America’s largest banking groups, where she focused on developing and implementing candidate recruitment and retention strategies.
Katelyn has an impressive educational background, holding a Master’s Degree in Business Science, Capacity Development from the University of Guelph (Canada), and postgraduate certifications in Human Resources Management, Hotel Real Estate Investments, Asset Management Program, and Entrepreneurship from renowned institutions such as Cornell University and Harvard Business School (both USA).
A passionate advocate for talent development, Katelyn also serves as an Advisory Board Member at The Emirates Academy of Hospitality Management, contributing her expertise to helping shape the future of hospitality training.
Her strategic vision continues to position The First Group as a leader in talent identification and acquisition within the hospitality sector.
With nearly two decades’ senior-level experience in the hospitality industry, Reda is a seasoned expert in managing diverse hotel portfolios and spearheading large-scale development projects. As Head of Asset Management at The First Group Hospitality, Reda leverages his deep industry knowledge to oversee a dynamic portfolio of upscale hotels and F&B outlets, including five high-profile properties currently under development.
Under Reda’s leadership, these assets consistently deliver exceptional operational performance and strong financial returns, reinforcing The First Group’s position as a market leader.
Before joining The First Group, Reda served as Director of Asset Management at Drees & Sommer, where he oversaw a portfolio of 18 properties in the UAE, including the world’s tallest hotel under development. Prior to this, he played a pivotal role at Colliers International, managing the performance of hotel portfolios across MENA and optimising investment returns for clients.
Earlier in his career, Reda managed hotel investments for CDG Capital, a Moroccan government pension fund.
Reda’s expertise in asset management is instrumental in shaping The First Group Hospitality’s portfolio, ensuring it maintains its competitive edge in one of the world’s fastest-growing hospitality markets.
Oleksandra boasts more than a decade’s experience working with The First Group, where she has been pivotal in crafting and executing procurement strategies that drive efficiencies and enhance operational performance.
Her journey in hospitality began in her native country Ukraine, where she earned a master’s degree in hospitality, laying the foundation for her successful career in the industry.
Oleksandra joined The First Group in 2011 as a Telesales Consultant, quickly transitioning to administrative roles where she streamlined processes and optimised reporting across key departments, including sales, telesales, and property valuation. Excelling in this role, she was quickly promoted to Admin Operations Manager, where she introduced further improvements to daily processes and working to improve cross-departmental cooperation.
Now serving as Director of Procurement, Oleksandra specialises in pre-opening procurement with core expertise in FF&E (furniture, fixtures & equipment) and OS&E (operating supplies & equipment). She excels in process automation, project management, and cost optimisation, ensuring seamless procurement operations that align with The First Group’s long-term growth strategy.
Committed to continuous professional development, Oleksandra is currently advancing her qualifications in Supply Chain and Procurement, further strengthening her strategic sourcing and project management capabilities. Her innovative approach and proven leadership skills have made her a real asset at The First Group Hospitality.
Since joining The First Group Hospitality in 2020, Roger has played a key role in building and leading the organisation’s rapidly expanding sales team. He has successfully managed pre-opening projects and introduced innovative sales strategies that have optimised performance across the portfolio.
His dynamic leadership and results-oriented approach have been critical in surpassing ambitious commercial targets and strengthening The First Group Hospitality’s market position.
Roger brings a wealth of experience from senior sales roles at Mövenpick Hotels & Resorts, Starwood Hotels & Resorts, and W Hotels, where he consistently inspired teams to meet or exceed their revenue targets.
At Starwood, he was instrumental in driving a 30% increase in group business across the Middle East and played a key role in the successful rebranding and sales strategies for prominent hotels within the firm’s portfolio in the UAE and Qatar.
Roger holds a Master of Business Administration (MBA) in International Hospitality Management from ESSEC Business School in France.
A seasoned hospitality professional with extensive experience working for some of the world’s leading hotel operators, Julia plays a key role in bringing The First Group’s groundbreaking hospitality concepts to market.
With a career spanning nearly two decades, Julia has built a reputation for excellence in pre-opening strategy, asset management, and hotel operations across the UAE and key international markets.
Prior to joining The First Group, Julia held key management roles at Accor, Marriott International, Renaissance Hotels and The Ritz-Carlton Hotel Company, overseeing high-profile hotel openings and driving operational success.
Passionate about innovation and operational efficiency, she has been instrumental in developing and executing pre-opening strategies that set new industry benchmarks. Her expertise also extends to Food & Beverage operations and large-scale event management, making her one of The First Group’s most dynamic and versatile leaders.
Julia holds a Postgraduate Diploma in Hotel Management from the Swiss Hospitality Management School and a Bachelor's degree from the University of Tourism Lope de Vega. Fluent in four languages, she brings a global perspective to her work, ensuring The First Group remains at the forefront of hospitality excellence.
