The First Group Hospitality Announces Senior Leadership Appointments
The First Group Hospitality has announced a series of senior leadership appointments as part of its strategy to support rapid expansion across its hotel and food and beverage (F&B) operations in the Middle East and international markets. All positions are newly created, reflecting the company’s evolving operational scale and long-term growth ambitions.
Brendan McCormack has been appointed Vice President – Business Development, Food & Beverage, a role focused on unlocking the growth potential of the group’s expanding F&B portfolio. McCormack, who previously served as Vice President of Marketing, has been part of The First Group Hospitality’s leadership team since 2020 and initially joined as Vice President of Operations, F&B. In his new role, he will lead efforts to scale the company’s proprietary restaurant concepts through franchising. The group’s F&B portfolio includes brands such as Risen Café & Artisanal Bakery and The Blacksmith Bar & Eatery.
Robyn James-O’Connor has been named Senior Vice President – Marketing, with responsibility for brand strategy, advertising, public relations, social media, digital platforms, and development marketing. She brings more than 20 years of hospitality marketing experience, having spent two decades at Jumeirah Hotels & Resorts. During her tenure, she progressed from Marketing Communications Manager at Burj Al Arab in 2005 to Vice President of Marketing for the group, leading award-winning global B2B and B2C campaigns across Jumeirah’s international portfolio.
Antonio Bissoni joins as Vice President – Commercial, overseeing revenue management, guest engagement centres, distribution, and overall commercial strategy. His mandate includes driving profitability through data-led pricing, market segmentation, and advanced analytics. Bissoni previously held senior leadership roles at Marriott International, most recently serving as Regional Senior Director of Sales & Distribution, following a 15-year global career with Hilton.
Sohail Pedari has been appointed Vice President – Sales, with group-wide responsibility for sales operations and performance. Pedari brings extensive commercial leadership experience from global hospitality brands including Hilton, Marriott International, and Rocco Forte Hotels. He has also served as Head of Commercial & Cultural Affairs at the Italian Consulate General in Dubai, equipping him with strong multi-stakeholder engagement expertise to support the company’s partnership-driven growth model.
Strengthening the group’s focus on wellness, Maria Kuzeva has been appointed Corporate Director of Wellness & Spa. With more than 20 years of experience in wellness operations, concept development, and brand creation, Kuzeva has held leadership roles at prominent destinations such as Madinat Jumeirah, Atlantis The Palm, and Atlantis The Royal. She will lead the development of a unified wellness strategy across The First Group Hospitality’s growing hotel portfolio.
Commenting on the appointments, Apo Demirtas, Chief Strategy Officer of The First Group Hospitality, said the expanded leadership structure reflects the company’s current scale and future pipeline. He noted that strengthening capabilities across commercial, marketing, F&B, and wellness functions is essential to delivering long-term value for owners and partners as the group enters new markets.
The leadership announcements come amid a period of significant growth for The First Group Hospitality, including the launch of landmark developments such as Ciel Dubai Marina, Vignette Collection by IHG, set to become the world’s tallest hotel, new franchise agreements with Marriott International and IHG, and the company’s expansion into Europe with Gennadi Seaside Resort.
