Meet Our Team
Our team brings unparalleled expertise across real estate, hospitality, and diverse industries, including legal services, financial consultancy, and interior design. With decades of experience and a forward-thinking approach, our leaders are dedicated to fostering innovation and ensuring excellence in every facet of our business. Their collective knowledge positions The First Group to consistently set new industry benchmarks.
Executive Team
Danny Lubert
Danny Lubert's vast experience of major global property markets and aptitude for detecting opportunities in key emerging markets has proven key to The First Group’s growth to date. Under his guidance, the group of companies has expanded its presence in major markets including the United Kingdom, Spain, Cyprus, South East Asia, West Africa, CIS countries, the United Arab Emirates, and the United States. With a background in commerce and mathematics, Danny Lubert specialises in financial structuring, acquisition and marketing.
Rob Burns
Having spent more than 30 years’ in leadership roles for some of the world’s most-respected hospitality real estate developers, Rob is one of the foremost industry leaders in real estate development and hospitality.
The American national has called the city of Dubai home since 2008. Since then, he has led the rapid growth of the dynamic, integrated property developer The First Group, firstly as Chief Marketing Officer before being promoted to Chief Operating Officer in 2009, and to Chief Executive Officer - a position he has held since 2017. Rob also serves as Chairman of the Board.
In his current role, Rob has overseen The First Group’s impressive growth and development strategy, which has seen it successfully forge a path into key hospitality vertical markets including upscale hotels, leisure venues, F&B, property asset management and bespoke corporate VIP services.
The First Group’s multinational leadership team has developed 18 towers in Dubai as of 2024, including the company’s flagship project, Ciel – the world’s tallest hotel – in the heart of Dubai Marina.
Rob is a graduate of Pennsylvania State University, where he studied Hotel Restaurant and Institutional Management.
Rashad Barajakly
Rashad is a seasoned executive with over 25 years of experience in finance, investment banking, and operations, with an expansive career spanning both the United States and UAE.
Before moving to Dubai, Rashad held several pivotal roles in New York and Atlanta. Rashad then joined the Dubai International Financial Centre (DIFC) and from there went on to join the DIFX where he played an integral part in the launch of the DIFX, demonstrating his capability to navigate and innovate within complex financial landscapes. His journey continued through notable positions at various investment firms, honing his expertise in navigating both the public and private sector.
Joining The First Group in 2009, initially as Chief Investment Officer, Rashad quickly became a keystone of the company’s financial and commercial expansion. His promotion to Managing Director and Chief Financial Officer in 2017 marked the culmination of years of dedicated service. Under his stewardship and business acumen, Rashad has been instrumental in the development of the group’s real estate portfolio and expansion of the group’s multifaceted hospitality and asset management business, which underscores Rashad’s commitment and his critical contribution to the group’s success.
Paul Gyles
With an exceptionally successful career spanning 34 years, Paul is a highly respected finance executive with a wealth of experience across leading organisations in the UK, Middle East, and Asia. Prior to joining The First Group, he held CFO positions at Shamal Holding from 2020 to 2024, and at Meraas Holding from 2016 to 2020.
Paul’s extensive background includes senior executive positions at ISG plc, a renowned international construction services company, Dubai Holding and Johnson & Johnson.
Paul is a Chartered Management Accountant (CIMA) and was previously awarded the Middle East Chief Financial Officer of the Year in the Real Estate and Construction sector. He has also been featured on the NAFA Middle East CFO Power list as one of the top 20 CFOs in the region.
Paul’s extensive experience in financial leadership within the real estate and hospitality sectors is invaluable.
Amr Al Bawab
Amr boasts more than 35 years’ experience working on major projects for high-profile multinational firms and holds a Bachelor’s degree in Civil Engineering from the University of Detroit in the US.
Amr has been with The First Group for more than a decade, having played an instrumental role in the company’s success to date. As Chief Construction Officer, Amr manages The First Group’s complex development timeline, ensuring projects are planned and executed to the highest standards.
Joe Ruby
Joe is a highly-experienced sales and marketing professional with proven expertise in the real estate, hospitality, travel and retail sectors in markets including the Middle East, United States and the Asia Pacific. Prior to joining The First Group, Joe spent 14 years working as Senior Vice President of Marketing for The First Group partner Wyndham Hotel Group’s vacation ownership division. In 2013, he joined The First Group, and quickly rose through the ranks before assuming his current role as Chief Marketing Officer.
Vivek Rao
A highly experienced corporate leader with a proven track record of success, Vivek boasts extensive experience in equity and debt capital structuring, asset management, and operational management. Having spent more than 20 years working in Dubai with major names including Tamwheel and Meraas Capital, Vivek is recognised as one of the emirate’s leading corporate identities.
As Chief Commercial Officer of The First Group, Vivek plays a key role in the company’s financial success, helping shape its commercial strategy and contributing to the firm’s overall growth and development. Vivek boasts a Master of Business Administration (MBA) in Finance and Trade from MK University, India. He also currently serves on numerous boards and investment committees for select regional governments and private enterprises.
Apo Demirtas
Apo brings a wealth of experience and a remarkable track record of success in the hospitality industry to his role as Chief Strategy Officer at TFG Hospitality. His impressive career includes serving as the Head of Revenue Strategy for Hilton Hotels Corp, where he led the commercial strategy for Hilton's owned and managed hotels in North America. He also held the position of Vice President of Market Strategy for IHG the Americas before joining the Jumeirah Hotel Group as Chief Commercial Officer in 2007. His tenure at these prestigious organizations showcases his ability to drive growth and innovation in the hospitality sector.
In 2012, Apo founded HotelIQ, an industry-leading decision intelligence tool that addresses the need for robust, real-time data analytics in the hotel industry. Today, HotelIQ is used by hotel operators in more than 30 countries across five continents, including TFG Hospitality, reflecting Apo's visionary approach to leveraging data for strategic decision-making.
Apo holds a vocational high school diploma in Hotel Management, followed by a Bachelor of Science and Master of Science degrees in Hotel Management, ultimately earning his Doctorate degree in Applied Economics.
Apo harnesses his deep industry knowledge and strategic expertise to guide and lead TFG Hospitality towards excellence and profitable growth.
The Board
Danny Lubert
Danny Lubert vast experience of major global property markets and aptitude for detecting opportunities in key emerging markets has proven key to The First Group’s growth to date. Under his guidance, the group of companies has expanded its presence in major markets including the United Kingdom, Spain, Cyprus, South East Asia, West Africa, CIS countries, the United Arab Emirates, and the United States. With a background in commerce and mathematics, Danny Lubert specialises in financial structuring, acquisition and marketing.
Rob Burns
Having spent more than 30 years' in leadership roles for some of the world’s most-respected hospitality real estate developers, Rob is one of the foremost industry leaders in real estate development and hospitality.
The American national has called the city of Dubai home since 2008. Since then, he has led the rapid growth of the dynamic, integrated property developer The First Group, firstly as Chief Marketing Officer before being promoted to Chief Operating Officer in 2009, and to Chief Executive Officer - a position he has held since 2017. Rob also serves as Chairman of the Board.
In his current role, Rob has overseen The First Group’s impressive growth and development strategy, which has seen it successfully forge a path into key hospitality vertical markets including upscale hotels, leisure venues, F&B, property asset management and bespoke corporate VIP services.
The First Group’s multinational leadership team has developed 18 towers in Dubai as of 2024, including the company’s flagship project, Ciel – the world’s tallest hotel – in the heart of Dubai Marina.
Rob is a graduate of Pennsylvania State University, where he studied Hotel Restaurant and Institutional Management.
Rashad Barajakly
Rashad is a seasoned executive with over 25 years of experience in finance, investment banking, and operations, with an expansive career spanning both the United States and UAE.
Before moving to Dubai, Rashad held several pivotal roles in New York and Atlanta. Rashad then joined the Dubai International Financial Centre (DIFC) and from there went on to join the DIFX where he played an integral part in the launch of the DIFX, demonstrating his capability to navigate and innovate within complex financial landscapes. His journey continued through notable positions at various investment firms, honing his expertise in navigating both the public and private sector.
Joining The First Group in 2009, initially as Chief Investment Officer, Rashad quickly became a keystone of the company’s financial and commercial expansion. His promotion to Managing Director and Chief Financial Officer in 2017 marked the culmination of years of dedicated service. Under his stewardship and business acumen, Rashad has been instrumental in the development of the group’s real estate portfolio and expansion of the group’s multifaceted hospitality and asset management business, which underscores Rashad’s commitment and his critical contribution to the group’s success.
Talal Jassim Al-Bahar
Mr. Talal Al-Bahar has c. 25 years of experience in international financial and Real Estate investment and development sectors.
Locally, Mr. Al-Bahar is the Vice Chairman of IFA Hotels & Resorts (“IFAHR”), the Vice Chairman and CEO of Kuwait Real Estate Company (“AQARAT”), the Chairman of Arzan Financial Group (“Arzan”). He is also a Board Member of Commercial Real Estate Co. (Al-Tijaria), and Board Member of Boursa Kuwait (“Boursa”).
Internationally, he chairs United Investments (Portugal) and Yotel Limited (UK). He also serves on the Board of Directors Miami International Securities Exchange-MIAX (USA) and Miami International Holding (USA)
He is the joint venture partner of RCI Middle East with Wyndham.
He is a partner of the YOTEL hotel group with Starwood.
Previously, Mr. Al-Bahar served as Chairman of the Board of Directors of International Financial Advisors, Chairman and Managing Director of Kuwait Invest Holding, Jeezan Holding and Al-Deera Holding Company and Board Member of 1st Takaful Insurance Company
Carlos Leal
Carlos Leal is the General Manager of United Investment Portugal (UIP), spearheading the company’s overall strategy and operations in Europe and abroad. Founded in 1985, UIP is one of Portugal's leading real estate developers, focusing on master plan developments, integrated resorts, and hospitality. The company owns and operates Pine Cliffs Resort in the Algarve and the Sheraton Cascais Resort in Lisbon. Before joining UIP in 1999, Carlos held several positions within the Murray & Roberts Group and Nedcor Group in South Africa.
Carlos is also the CEO of IFA Asset Management and a Board Member of various group companies, including Yotel Hotel Management Company, and is Executive Chairman of UHM.
Carlos’ experience spans over thirty years, including vast international knowledge and expertise in major leisure industry projects’ investment, development, project and asset management. Carlos is a qualified Quantity Surveyor with post-graduate credentials in Management and Business Administration.
Abdul Wahab Al Halabi
Mr. Al-Halabi has over 28 years of experience in the field of executive management. He is involved in the real estate and leisure industry in the region. He has been the Group Chief Investment Officer of Meraas Holding, a leading UAE based developer where he was responsible for the group's capital markets, investments, funding and finance functions. He has also been the Chief Executive Officer of Dubai Properties and held various senior positions within the Dubai Holding group focusing on their development and leisure businesses. He started his career with KPMG in London working on debt advisory services & restructuring, and for two years was a partner at KPMG Dubai co-heading the transaction and restructuring unit in the UAE and Oman.
Mr. Al-Halabi sits on the board of Abu Dhabi Islamic Bank, is the Vice Chairman of Union Properties PJSC (both listed entities) and the regional board of Houlihan Lokey, one of the world’s leading financial advisory firms.
Mr. Al-Halabi was the Chairman of DXB Entertainments, a DFM listed entity. He has also been on the board of Global Investment House PJSC for four years where he also acted as CEO for two years. He was previously on several boards including Emirates REIT Management which managed Emirates REIT, a NASDAQ Dubai listed entity, Plant Pharmacy LLC and several other private enterprises.
Mr. Al-Halabi holds a degree in Economics from London School of Economics and is a fellow of the Institute of Chartered Accountants in England and Wales
Esteban Buljevich
Esteban Buljevich is the Vice Chairman of Rothschild & Co for the MENA region. He specialises in global debt restructuring, cross-border bankruptcy, business reorganization and turnarounds, distressed assets and special opportunities, and corporate and project finance. Before joining Rothschild & Co., he worked at ADCB and held many leadership positions at IFC/World Bank and practiced banking law at Skadden, Arps, et al.
Mr. Buljevich is a seasoned investment banker with a dual financial and legal background and has more than 35 years of professional experience. Throughout his extensive career, he has been involved in complicated, cross-border restructuring deals in Latin America, MENA, Eastern Europe, and Asia. He was at the centre of the Asian, Russian, and Argentine financial crises of the late 1990s and early 2000s. He is the author of two best-selling publications- "Cross-border Debt Restructurings" by Euromoney Books and "Project Financing and the International Financial Markets" by Kluwer Academics. He is the MENA area anchor representative of the INSOL International Financiers' Group.
Mr. Buljevich has graduate and post-graduate degrees in law from the University of Buenos Aires and Georgetown University and business administration and finance from L'École des Ponts et Chaussees and NYU. He is admitted to the New York and US Supreme Court bars.
