get in touch

Executive Management Team

Executive Biographies

  • sameh-muhtadi_11Oct SAMEH MUHTADI Chief Executive Officer

    Sameh Muhtadi is the CEO of Bloom Holding, the property and lifestyle development arm of National Holding in Abu Dhabi. A real estate investment veteran, Muhtadi brings to this role more than 30 years of experience across real estate development, engineering and construction management, strategic planning and financial investing.

    In earlier roles, Muhtadi has served as Managing Director of The Morgan Stanley - Orascom Infrastructure Fund, a well as CEO of Emaar Properties-Misr, and Executive Vice President of Contrack-Orascom.

    An FSA-certified financial advisor, Muhtadi’s expertise spans a wide range of real estate investment disciplines including PPP investments across the Middle East and Africa.

    Muhtadi holds a bachelor’s degree in Civil Engineering from Enfield College, UK, and a Master’s in Construction Management from the George Washington University, USA. 

  • rami-hreiki11Oct RAMI HREIKI Chief Development Officer

    Prior to joining the company in September 2014, Mr. Rami Hreiki was heading the Residential and Commercial Development Management department at Aldar Properties, in Abu Dhabi. During his 9 years tenure with Aldar, Rami held a number of other key positions including the Head of Residential and Commercial Portfolio Management, encompassing the full spectrum of responsibilities covering both Asset and Development Management.

    In addition to his competence in Development Management, Rami’s experience covers design, procurement and project management, spanning a professional career of more than 22 years.

    Rami holds a Master’s Degree in Architecture from USEK University in Lebanon as well as a post-graduate Diploma in Project Management (with Distinction) from the University of Cambridge in the UK. He is also a member of both the Royal Institution of Chartered Surveyors (RICS) and the Order of Engineers and Architects in Lebanon.

  • saed-arekat11Oct SAED AREKAT Chief Financial Officer

    Saed has been the Chief Financial Officer of Bloom, since 2007.

    Prior to joining Bloom, Saed was an Executive Manager/Director at Ernst & Young and was headquartered at Baghdad, Iraq. In his role he was responsible for managing and creating a solid structure for the company in both Baghdad and Kurdistan.  Saed also held a senior manager position at Ernst & Young in the Assurance and Advisory Business Services department in the Amman and Ramallah Offices and was also a Chief Audit Executive at Palestine Telecommunications Co. Group.

    With over 10 years of extensive experience in accounting and auditing, Erekat plays a pivotal role in the development and implementation of financial policies and strategic planning of Bloom Properties to ensure the efficiency of its operations.

    Saed hold a Bachelor’s Degree in Accounting from Birzeit University, Palestine. His vast professional experience in external auditing, internal auditing, budgeting, due diligence, financial analysis and international taxation has been endorsed with prestigious certificates he has attained such as the  Certification in Control/ Risk Self-Assessment (CCSA), Certified Internal Auditor (CIA) and a Certified Public Accountant (CPA).

  • obaid-al-shuweihi11Oct OBAID AL SHUWEIHI Director of Government Relations

    Obaid joined bloom in 2008, today as Director of Government Relations at Bloom; he is responsible for all matters pertaining to Projects and Development, Human Resources, Land, Bloom businesses and subsidiaries with all UAE government entities.

    Prior to Bloom, Obaid was a member of the UAE Armed Forces for a period of 16 years, where he was also involved in all government relation issues pertaining to the Armed Forces.

    Obaid holds a Bachelors of Law from Dubai Police Academy and a Lawyers Diploma from Ministry of Justice as well as he sits as a Certified Arbitrator specialised in Civil and Commercial Law in the GCC Commercial Arbitration Centre.

  • Brent Baldwin BRENT BALDWIN Chief Legal Officer

    Brent Baldwin is from New Zealand and holds a Masters of Laws from the University of Auckland and both a Bachelor of Laws and Bachelor of Arts degree holder in University of Otago.

    Brent has over 18 years of experience working with reputed firms both in the UAE and New Zealand. He has been involved in advising on transactional, structural and development matters for premium office and retail space, commercial buildings and hotels in the UAE for the past 7 years. He is an expert in the structuring of master communities across the Emirates and is recognized for his expertise in advising developers and Owners Associations regarding their rights and obligations in master planned and mixed use communities, as well as various other property related issues confronting hotel operators and developers, shopping malls, commercial offices and residential developments and owners. Brent also has a wide experience on dispute resolution in real estate environment which includes RERA compliance and the use of Escrow Accounts.

  • Henning Fries HENNING FRIES CEO of Bloom Education

    Henning A. Fries is the CEO of Bloom Education. In this role, he oversees the company’s business units, including existing operations as well as those under development.

    During his 25-year career, Henning has held a variety of leadership roles across operational, asset management and development disciplines at leading enterprises in both mature and emerging markets in Europe, Middle East, Asia and North America. Henning’s area of expertise includes business re-engineering and turnaround operations, complex stakeholder relations, as well as project management and consultancy.

    Earlier, Henning was Managing Director – Hospitality at Al Habtoor Group in Dubai, responsible for developing the hospitality and leisure portfolio of the diversified group and overseeing the creation of new business opportunities.

    Henning has also worked with Fairmont – Raffles Hotels International as Regional Vice President in the UAE. In this role, he was mandated to drive the hotel chain’s continued growth and development in the country. Additionally, he has served as Regional Director & General Manager at the Monarch, Dubai and Dubai Media One Hotel.

    Prior to relocating to the UAE, he held general manager positions at a number of major hotel chains in the UK, Germany and Canada.

    Henning has earned an Executive MBA from Henley Business School, Oxfordshire, the UK and a diploma in Hotel Management from Hotel School SBC, Trier, Germany.

  • imad-mrouehb11Oct IMAD MROUEH Chief Construction Officer

    Over 23 years of active experience in managing design contracts, supervising of designs, controlling and administrating construction contracts of major development projects both for the private and the public sectors. Direct and hands on involvement in all aspects of projects (master plans, hotels, industrial areas, infrastructure, residential buildings…) starting from its inception to feasibility study leading to overseeing design developments and preparation of tender documents, issuance of tenders, directing and controlling construction contracts. In addition to the technical skills, specifications and code of practices.

    Imad Mroueh enjoys hands on experience in project management and control, technical and contractual follow up, managing disputes and preparation of reports. Prior to joining Bloom Holding as the General Manager of Projects, he spent around 8 years as a Technical Director at a consultancy firm in Beirut, Lebanon. Imad Mroueh holds M.S Civil Engineering from Marquette University, USA and a B.S Civil & Environmental Engineering from the University of Wisconsin, USA.

  • Ziad Ziad Hinnawi Director of Sales

    With more than 20 years of professional experience in the UAE and Jordan, Ziad’s previous employments have been with Damac Properties as Senior Director of Sales; Al Maabar Investment Company in Jordan as Executive Director of Sales and Marketing; and most recently a Business Development Director ‎at Zaya Realty in Dubai as an exclusive in-house agent for Majid Al Futtaim properties.


    His years of experience were specialized in‎ Sales, Marketing, PR and Customer Relationship Management, Ziad is certified as a Sales Professional from the Canadian Professional Sales Association and successfully completed various training courses throughout his professional experience such as Selling Strategy by Brian Tracy International, Management Development programme OPDC, Strategy Management, and many more. 


    Ziad had been involved in many development launches in the region and conducted many successful road shows in different markets such as the US, Russia, India and the GCC.

  • sylvie SYLVIE SCOTT Director of Marketing and Communications

    Sylvie has a Bachelor’s Degree in Business Administration – Marketing from École de HautesÉtudes Commerciales, Canada.

    She has over 28 years experience in branding, communications, sales and marketing with leading wireless networks in Canada, Eastern Europe, and the MENA regions. Occupying several C-level positions over the span of her career, Sylvie was an instrumental leader in the start-up of six wireless communication companies in Canada, Eastern Europe, the Middle East and North Africa. Having worked at both the operational and the corporate levels, she has a proven track record in leadership, start-ups in emerging markets, corporate culture and a passion for branding.

    Sylvie’s most recent position have been as Senior Director of Marketing, CONNEX, Romania; Vice President for Sales and Marketing, OSKAR, Czech Republic, WATANIYA INTERNATIONAL, Dubai; Chief Branding Officer, ZAIN GROUP in Bahrain.

  • jirar-shawwa JIRAR SHAWWA Director of Human Resources

    Jirar has more than 16 years of rich experience of establishing and implementing quality approved HR systems whilst imparting extensive knowledge of recruitment processes, staff development and corporate policies and procedures. Prior to joining Bloom, he has worked in Greece and in the UAE for multi-national, large and complex organizations; Morganti Group Inc. as Human Resources Manager, Consolidated Contractors International Company (CCIC) as HR Generalist and his last employment with Qaiwan Group as HR Director.

    Jirar has successfully completed his Bachelors’ Degree in Entrepreneurial Management from Royal Roads University, Canada. He is a certified Internal Auditor - TUV SUD, Germany.

  • firas-damiri FIRAS DAMIRI Head of Projects Control

    Before joining Bloom, Firas has been responsible for the projects control management of real estate mega projects in Abu Dhabi and Dubai with large developers like ALDAR properties and Damac since 2004. 

    His strong leadership and projects management skills through his 20 years acquired through working with ALDAR, DAMAC and TURNER of relevant experience in projects like the YAS Island development, Raha Beach, Emirates Palace, and several other five star hotels in the region positions him as one of the leading project professionals in the region.

    Firas Damiri Holds a Bachelor Degree in civil engineering from the Jordan University of science and Technology; He is a Certified Professional Scheduling Engineer - PSP, Certified Professional Project Manager -PMP, Certified Earned Value Professional Analyst – EVPA and a Certified Professional Quality Manager - PQM.

  • karam-annab KARAM ANNAB Head of Business Development

    Karam joined Bloom in Feb 2015 with more than 20 years’ experience in Business Development and Marketing & Communications across the MENA region. She has been working in the GCC region since 2007.

    Before joining Bloom, Karam was the Corporate Communications & Marketing Director for Al Maabar International, based in Abu Dhabi with operations in Jordan, Libya and Morocco.

    Other positions held by Karam were Chief Development Officer of K&K Communications Group in the GCC, Head of Sales & Marketing for Tameer Holding in the UAE, Chief Marketing Officer of Nuqul Group, and General Manager of Intermarkets Advertising in Jordan.

    Karam is an advocate of change, team work and is passionate about what she does leading to a positive environment wherever she goes. She speaks 3 languages fluently (English, French and Italian), in addition to Arabic. She holds a Master degree in Enterprising Management from Durham Business School in the UK, a BS in Civil Engineering from the University of Hartford in the US and a Diploma in Computer Aided Design (CAD) from San Francisco State University.

  • vikas Vikas Bhagat Head of Information Technology

    Vikas is a Certified SAP and Project Management professional with a Post Graduate qualification in Business Management.


    He is a senior Technology management & consulting professional with over 20 years of proven track record of successfully executing business centric IT strategy & roadmaps.  He has managed large teams and executed high value SAP and non-SAP programs while constantly improving returns on an organization’s new or existing investments.  


    His most recent employment was with Johnson & Johnson (Asia Pacific) as the Regional IT Director where he supported a USD 2.7bio Consumer business comprising of some iconic global brands. His prior employments have been with IBM (Singapore); Accenture (Singapore); Ciber Novasoft and Applied Biosystems (Singapore & Europe).      

  • Houssam Houssam Khouri General Manager BloomScape

    Houssam Khouri is the General Manager of Bloomscape, the landscaping arm of Bloom Holding. He holds a Bachelor of Science in Agriculture with the specialization of horticulture and irrigation in American University of Beirut.

    Working around the region for more than 23 years now, Houssam has a vast and immense experience in landscape agriculture and engineering, contacting and management experience in Egypt, Saudi Arabia and in the UAE.

    In his career he have cultivated experience and expertise in landscaping industry particularly in the early part of his career as well as a proven track record in successful business development and senior management roles.  He successfully and profitably led large business units with independent P&Ls and consistently generated growth in revenues and profit.