meet our people

At Alfasi, our people are our primary asset. Their dedication, energy and experience have enabled us to build an innovative construction, property development and plant hire companies and become market leaders in our field.

As Alfasi continue to deliver successful projects, it is the people behind the business that ensure the Alfasi values reach our clients suppliers and industry peers through ongoing positive relationships and quality outcomes.

With a wealth of experience, knowledge and leadership throughout the company, Alfasi are a proud, capable team ready for the next challenge.

Here are some of our key senior managers:

Avri Alfasi


Avri founded the Alfasi Group in 1980 and has been its CEO ever since, leading the business to what it is today. Avri is still heavily involved in all aspects of the Alfasi Group activities. During his time Avri developed the various divisions of the business which are now recognised as major players in their respective industries and are major contributors to the group�s growth. As Chairman of the Board of Directors, Avri provides the necessary leadership and direction to ensure Alfasi�s continued success.

Gill Dvir

Managing Director

Gill Dvir is the Managing Director of the Alfasi Group and has been with Alfasi for over 20 years. Gill has had extensive experience in all aspects of the business and has played an important part in Alfasi�s growth and success. As a member of the Board of Directors, Gill�s role sees him delivering the company�s strategy as well as being intimately involved in all of Alfasi�s projects.

Chris Sprod


Chris Sprod is the Group CFO for Alfasi operations globally. Chris brings over twenty years of international experience in Engineering & Construction, Mergers & Acquisitions and Operational Improvement. Chris oversees the Accounting & Finance functions, Audit & Tax requirements, Financial Planning and Analysis, Treasury & Capital Management, and Risk Management of the Alfasi Group globally. Chris reports directly the CEO and Board of Directors.

Elad Zohar

Director of Operations

Elad is the Director of Operations for the Alfasi Group. Elad has been with Alfasi for over 10 years and was involved in the management and operation of key projects, mainly in developing and anchoring the supply chain operation that plays a significant role in the success of the company throughout Australia Asia and the Middle East. Elad is also looking after the Asian subcontractors network, marketing infrastructure and the procurement operation for the property development division.

Phillip Rae

Constructions Director

Phillip Rae is the Constructions Director of Alfasi Constructions, currently based in the Middle East. Philip is responsible for the successful delivery of all projects in the Middle East. Phillip�s career spans over 35 years in the construction industry and has an international senior management career of over 16 years that has included delivering major projects across all building sectors.

Lee Smollett

General Manager (Asia)

Lee is the General Manager for Asia, based in Hong Kong. Aside from operational management of the business in Asia, Lee is responsible for leading the delivery of our growth in our core markets across Asia. Lee has thirty years experience in UK and international contracting and is a Fellow of the ICE (Institution of Civil Engineers), a Fellow of the HKIE (Hong Kong Institution of Engineers), and a Member of the CIArb (Chartered Institute of Arbitrators).

Gerard Barron

Commercial Manager

Gerard Barron is the Commercial Manager for Alfasi Constructions based in the Middle East. Gerard is responsible for the commercial success of the projects in the Middle East and has over 25 years international commercial experience across all sectors of the construction industry.

Alex Tsun

Financial Controller

Alex is based in Hong Kong and is the Financial Controller for Asia. He is responsible for the overall functions of finance and accounts, tax compliance and human resources. Alex worked for Big 4 audit firms prior to joining Alfasi and has over twenty years of experience in multi-national companies in various countries. A Chartered Accountant and Fellow of the Institute of Chartered Accountants in England and Wales, Alex is also a Certified Public Accountant and Fellow of the Hong Kong Institute of Certified Public Accountants.

John Crane

Head Of Property

Having worked across all facets of real estate for more than 28 years, John Crane has an enviable level of property industry expertise. Prior to Alfasi, John was the founder and director of his own business focussed on mixed use property development and investment in Victoria and West Australia. John has also held senior positions at some of Melbourne’s leading real estate groups, including Colliers International, where he gained extensive experience in the areas of land subdivision, residential, industrial, commercial and retail property sales, leasing and marketing solutions.

Gary Murphy

General Manager

Gary has been the General Manager for Alfasi Hire for over 13 years and has overseen the growth of the business develop from the initial branch in Melbourne to a business with over 2000 machines across four states in Australia. He has been responsible for the development and implementation of efficient and effective management systems across the organization nationally and played a key role in the attainment of certification in meeting the ISO quality and OHS management systems.

Simon Berridge

VIC & NT Branch Manager and National Crane Manager

Simon Berridge started with Alfasi in 2010 and has been in the hire industry for more than 30 years. Initially employed as the Victorian Sales Manager, he has taken on a wide variety of roles including setting up the first interstate branch in NSW, trained to take on QSE and OH&S leadership role and then adding resource, infrastructure and major projects responsibilities from 2013 onwards. This involved travelled widely across Australia, dealing with high value remote resource and infrastructure projects. He has now returned to Victoria combining the National Crane and State Manager role along with selected major projects, using his extensive industry knowledge to ensure great outcomes for clients.

Reg Moss

QLD State Manager

Reg joined Alfasi in 2014 and manages sales and operations in Queensland and workshop and service nationally. Reg leads a team responsible for the delivery of product safety, quality and customer responsiveness. Since joining Alfasi the Queensland fleet has continued to grow main stream and specialised material handling and MEWP products.

Alisa Ly

Alisa - NSW Branch Manager

Alisa has been with Alfasi Hire for 7 years, leading the team and branch into continued growth. She continually set standards to optimise the performance of the business and devotes her energy by applying new and innovative ideas to improve sales and operations of the branch.