The First Group Hospitality has announced a series of senior leadership appointments, introducing newly created roles designed to support the company’s accelerated growth, expanding portfolio, and increasing operational complexity. The appointments reinforce the group’s focus on building depth across business development, commercial strategy, marketing, sales, food and beverage, and wellness.
Brendan McCormack Appointed Vice President – Business Development, Food & Beverage
Brendan McCormack has been appointed Vice President – Business Development, Food & Beverage, a role created to reflect the growing scale and potential of the group’s F&B vertical. Part of The First Group Hospitality’s leadership team since 2020, McCormack most recently served as Vice President of Marketing, having earlier joined as Vice President of Operations, F&B.
In his new position, he will focus on expanding proprietary dining concepts through franchising and strategic partnerships. The group’s F&B portfolio includes established brands such as Risen Café & Artisanal Bakery and The Blacksmith Bar & Eatery, which continue to gain traction across key markets.
Also read: Amala Duggirala Appointed Chief Digital & Technology Officer at Delta Air Lines
Robyn James-O’Connor Takes Charge as Senior Vice President – Marketing
Robyn James-O’Connor has been appointed Senior Vice President – Marketing, overseeing brand strategy, advertising, public relations, social media, digital platforms, and development marketing. She brings with her two decades of experience from Jumeirah Hotels & Resorts, where she progressed from Marketing Communications Manager at Burj Al Arab in 2005 to Vice President of Marketing for the group.
Her career includes leading award-winning B2B and B2C campaigns that enhanced brand visibility and drove commercial performance across Jumeirah’s global luxury portfolio. At The First Group Hospitality, she will lead integrated marketing efforts aligned with the company’s growth ambitions.
Antonio Bissoni Named Vice President – Commercial
Antonio Bissoni assumes the role of Vice President – Commercial, with responsibility for revenue management, distribution, guest engagement centres, and overall commercial strategy. His mandate includes driving profitability through data-led pricing, advanced analytics, and optimised channel management.
Bissoni joins from Marriott International, where he most recently served as Regional Senior Director of Sales & Distribution. His appointment follows a global career spanning over 15 years with Hilton, equipping him with deep expertise in large-scale, multi-market commercial operations.
Sohail Pedari Appointed Vice President – Sales
Sohail Pedari has been appointed Vice President – Sales, assuming group-wide oversight of sales strategy and performance. He brings senior commercial leadership experience from Hilton, Marriott International, and Rocco Forte Hotels, alongside his tenure as Head of Commercial & Cultural Affairs at the Italian Consulate General in Dubai.
His experience across hospitality, diplomacy, and partnership-driven environments is expected to support The First Group Hospitality’s owner and stakeholder-focused growth strategy.
Also read: Sonu Dhumal Appointed Executive Chef at Crowne Plaza Okhla New Delhi
Maria Kuzeva Joins as Corporate Director of Wellness & Spa
Maria Kuzeva has joined the group as Corporate Director of Wellness & Spa, bringing over 20 years of experience in wellness operations, concept development, and brand creation. Her career includes leadership roles at Madinat Jumeirah, Atlantis The Palm, and Atlantis The Royal.
Her appointment underscores the increasing strategic importance of wellness across The First Group Hospitality’s hotel portfolio, with a focus on developing a unified wellness vision across existing and upcoming properties.
Leadership Perspective
Commenting on the appointments, Apo Demirtas, Chief Strategy Officer of The First Group Hospitality, said,
“It is a pleasure to welcome these talented leaders into their new roles. As our portfolio continues to grow both regionally and internationally, it is essential that our leadership structure evolves in parallel. These newly created positions are a direct response to our current scale and future pipeline, strengthening our capabilities across commercial, marketing, F&B, and wellness, ensuring we are well-positioned to deliver long-term value for our owners and partners in every market we enter.”
Supporting a Phase of Rapid Expansion
The appointments come at a time of sustained growth for The First Group Hospitality, which has recently announced landmark developments including Ciel Dubai Marina, Vignette Collection by IHG, set to become the world’s tallest hotel. The group has also signed franchise agreements with Marriott International and IHG, while expanding into Europe with the launch of Gennadi Seaside Resort.
Together, these leadership additions position The First Group Hospitality to support its next phase of international expansion with stronger strategic alignment, operational depth, and brand-led execution.
