ASMEF continues its growth and development as an industry with a strategic change in leadership roles


To suit the requirements of the dynamic market, ASMEF has constantly reinvented to enable consistent growth. After recent developments, in line with the company’s mission to enhance growth prospects, ASMEF announced changes in leadership roles with the aim of fostering its leading position. 

A Strategic Leader

With his expertise in the field and vast experience, Emad Elatreby has played a crucial role in helping the Group maintain its robust status in the region. Moving on from his position as General Manager, Elatreby has taken on the role of Chief Operating Officer, Energy & Industrial at Ali & Sons Holding “ASH”. In his new role, Elatreby will report to Eng. Shamis Al Dhaheri, Group Managing Director. 

Holding top positions in the maritime and oil and gas sectors, he has successfully led numerous teams to gain and execute a range of major projects in the UAE and the Middle East. As a result-oriented, global leader with expertise in all facets of project management, business development, and operations within the offshore/onshore oil & gas, energy and marine industries, he has provided leadership to a major EPC contractor, and world-class oil and gas/ shipyard fabrication facility.

Over the years at ASMEF, Elatreby has collaborated with executive management and high-level teams across the organization to achieve business objectives. He has also been instrumental in streamlining and improving processes, driving change, and implementing profitable, forward-thinking solutions. Leveraging his comprehensive experience in the field, Elatreby is recognised as an expert strategist, negotiator, and transformative team leader who has the ability to forge solid relationships with partners and build consensus across multiple organizational levels.

He has been the driving force at ASMEF, developing plans and effective, result-oriented strategies that have improved the team’s performance. Devising the best practices, he has helped the organisation carry our significant projects across its diverse portfolio. Elatreby has also supported efforts of exploring new businesses and projects in the market. Elatreby hopes to utilise his 30 years of experience and his strategic foresight to continue driving growth for the company.

Results-oriented industry expert

Armed with an MBA from Swiss Business School and a Bachelor of Science degree in Mechanical Engineering from Damascus University, Samer Khattab is a certified Project Management Professional (PMP) by Project Management Institute.

His 22-year-long career gained him the reputation of being a result-oriented business leader with expertise on various aspects of the business. Samer is known for his outstanding calibre in organisational set-up, process development, business growth and strategies to maximize profit. He is not only skilled in collaborating with executives and business stakeholders, but also has a flair to play the role of an expert strategist and negotiator. Developing valuable relationships with business partners and formulating workable solutions across all organizational levels, while aiding organizational growth is his forte.

In his previous role, at Lamprell PLC’s Engineering and Construction business unit projects and operations, Samer won and executed key EPC contacts, contributing to the Aramco Offshore Long-Term Agreement EPCI program. He was responsible for the business unit profit and loss, development and expansion and played a significant role in revenue growth during his stint. Prior to his term at Lamprell, Samer served as Project Manager in Maritime Industrial Services and held multiple roles in the company’s operations and projects department.

In his capacity as the General Manager of ASMEF, Samer will assume full responsibility for all the company businesses including long and short-term strategies and successful execution of growth plans. He will be taking the reins from Emad Elatreby, who has assumed the role of Chief Operating Officer, Energy & Industrial at Ali& Sons Holding “ASH”.  

With his expertise in the oil and gas and marine and energy fields, Samer aims to continue his endeavours to help achieve organizational growth while strengthening ASMEF’s organizational capabilities and reinforcing its leading status in the UAE and the Middle East.