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Embed welcomes new General Manager of EMEA Operations

Shafraz Kassam brings a wealth of experience in the entertainment sector to his new role

Shafraz Kassam Embed

Embed, a leading worldwide supplier of point-of-sale and revenue management systems, has announced the appointment of Shafraz Kassam as General Manager of Operations in the Europe, Middle East, and Africa region.

Kassam comes from a strong hospitality background, with experience in providing quality customer service. He previously worked as Operations Manager for Village Market Recreation, voted best mall in Nairobi, before moving into the role of General Manager at PINS Entertainment, leading East Africa’s largest FEC.

A motivated team player

Kassam also has a passion for the industry, having founded Kenya’s first-ever competitive bowling league. His previous colleagues will know him as a strong team leader, able to boost morale and productivity.

“I am very enthusiastic and passionate about ensuring that clients get the ultimate guest experience as it is my personal mission to put a smile on people’s faces on a daily basis. I feel fortunate to be joining the already impressive leadership team of Embed and I am equally excited to make the impossible possible with these people,” says Kassam. 

“We are thrilled to have Shafraz onboard the Embed family! With his deep roots in the industry, we are expectant to see amazing results in the EMEA organization, function, and business,” says Renee Welsh, CEO, Embed Solutions Group.

“We are completely focused on providing solutions to help operators drive more profit for their business by increasing their revenue, reducing their costs, and achieving their business goals. This requires superior executive leaders made of professionals like Shafraz with stellar track records in the family entertainment space and a passion for the technology that fuels the industry.”

Embed recently attended the Saudi Entertainment and Amusement Show in Riyadh, and will also be exhibiting at IAAPA Expo Europe 2021, where the team will be ready to meet attended at booth #2-770.

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charlotte coates

Charlotte Coates

Charlotte Coates is blooloop's editor. She is from Brighton, UK and previously worked as a librarian. She has a strong interest in arts, culture and information and graduated from the University of Sussex with a degree in English Literature. Charlotte can usually be found either with her head in a book or planning her next travel adventure.

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