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 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 AlfasiFounder and Chairman
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.
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 ZoharManaging Director
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 MurphyGeneral Manager
Scott is an experienced and strategic leader. He has deep experience in civil, construction, government, resources and energy sectors. Scott has led businesses through significant transformation and growth. He is passionate about delivering the right solutions to our customers.
Scott ColburtGeneral Manager NSW
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 ZhengFinancial Controller
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 BerridgeQSE and Major Projects
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 MossGeneral Manager QLD
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 LyOperations Director NSW
Gary Couzin joined Alfasi Hire in 2019 in the role of Capital Sales Asia Pacific. He has been in business development and sales for over 20 years. Gary has been living and working in Asia for 8 years, building an extensive database of clients in the construction and hire industry. In the past he has been involved with training and licensing of construction equipment, working closely with Alfasi Hire to benefit their clients with the training that is needed on their specific equipment. Gary’s role is to lead the sale of Alfasi Hire’s used and new equipment with an emphasis on building a clientele in the Asia Pacific region, helping to grow Alfasi Hire’s position in the region.