Meet Our People

At Alfasi, our people are our primary asset. It’s what helps us deliver the best possible outcomes for our valued clients. For over 30 years, we’ve harnessed the dedication, energy and experience of our staff to build a company that’s innovative and a true market leader.

Our company values of trust, integrity and quality underpin all our relationships with clients, suppliers and industry peers. With a wealth of experience, knowledge and strategic leadership throughout the company, our team is always ready for the next challenge.

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.

Avri Alfasi

Founder and CEO
Gill Dvir

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.

Gill Dvir

Managing Director
Elad Zohar

Elad has been with the Alfasi Group for over 10 years and has been involved in the management and operations of the hire, construction and property businesses. More recently as the Managing Director of Alfasi Hire, Elad’s focus is on ensuring that our value proposition and business strategy is accomplished, ensuring continued improvement in quality, safety and customer satisfaction.

Elad Zohar

Managing Director
Gary Murphy

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.

Gary Murphy

General Manager
Simon Berridge

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 traveled widely across Australia, dealing with high value remote resource and infrastructure projects.

Simon is now the National Major Projects Manager and using his extensive industry knowledge. He ensures a great outcome for all our major project clients.

Simon Berridge

Major Projects Manager
Vivian

Vivian has been with the company for over 6 years and has worked in the Finance department for both Alfasi Hire and the Group. She holds a Master’s degree in accounting and is a full member of CPA Australia. Vivian’s excellent accounting knowledge coupled with her experience in accounting for various industries allow her to lead by example and provide timely and dependable advice to support the continuing growth of the business.

Vivian Zheng

Financial Controller
Reg Moss

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.

Reg Moss

QLD State Manager
Alisa

Alisa has been with Alfasi Hire since 2011, 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.

Alisa Ly

NSW State Manager
Scott

Scott joined Alfasi in January 2019 and assumed the role of State Manager Victoria. Scott brought wealth of Management experience with him from outside the Hire industry, which been invaluable in developing new systems and processes for our biggest and busiest branch.

Scott Battams

VIC State Manager