I’ve also driven the implementation of latest technologies such as smart washroom technologies, robotic cleaning machines and digital checklists to modernize operations. I established grooming standards, SOPs and risk assessments that ensured consistent, high-quality service delivery. Additionally, by introducing performance metrics and optimizing processes, we achieved a 15% cost reduction without compromising quality. Fostering better team communication has also been key to improving service outcomes and collaboration.

What advice would you like to give to budding soft FM professionals?

Focus on mastering the basics, understand service delivery, communication and performance metrics. Embrace continuous learning and stay updated with new technologies and best practices. Strong communication with clients and teams is crucial for success. Attend industry events to stay connected and learn from peers. Start developing leadership skills early to be organized, decisive and solution oriented. Most importantly, understand your clients’ needs and consistently aim to exceed their expectations. This client-first mindset is what sets successful soft FM professionals apart.

From successful implementation of  robotic cleaning and smart common area solutions to ESG-led housekeeping and predictive technologies like IoT, CO₂/odor sensors, water leak detectors, IAQ monitoring , visitor / Services management systems,recycling strategies and advanced CAFM Systems .We are shifting from reactive to proactive FM. The goal is simple yet powerful: build smarter, greener, and more resilient communities.

What makes Soft FM truly impactful isn’t only technology—it’s people. That’s why we place strong emphasis on continuous learning, knowledge sharing, and open feedback channels to build consistency and trust.

Regular Community needs assessment is equally vital—it helps us understand real expectations, measure satisfaction, analyze the service gaps and tailor services that resonate. When you listen deeply to the communities you serve, your strategy becomes not just effective, but meaningful.

 What advice would you like to give to budding soft FM professionals?

Soft FM is more than just operations—it’s a meaningful connection between service and experience, between the places we manage and the people we serve. Lead with empathy. Stay curious and open to learning. Let purpose gently guide your performance. Don’t be afraid of technology, AI, or trying something new—they’re simply tools to help you do your work better. When you approach your role with heart, humility, and intention, your impact won’t just be noticed—it will be felt in ways that truly matter.

A highlight of my career has been overseeing the mobilization and operations of cleaning and housekeeping services for globally prestigious events such as the FIFA World Cup, FIFA Arab Cup, and the Asian Cup. These high-pressure projects required meticulous planning, swift execution, and the ability to uphold world-class service standards. I am currently the Head of Soft Services at Elegancia FM, where I lead the delivery of premium facility management solutions for prestigious clients. With extensive experience managing soft FM services in royal palaces, five-star hotels, luxury malls, and VIP residential communities, I ensure that precision, discretion, and operational excellence are always upheld. I have also successfully overseen the seamless transition of high-profile contracts, guaranteeing uninterrupted service delivery and sustained client satisfaction.

Driven by innovation, I introduced digital reporting platforms, smart audit systems, and eco-conscious cleaning methodologies, resulting in enhanced efficiency, reduced operational costs, and greater transparency. A key pillar of my leadership has been building and mentoring high-performing teams, fostering a culture of accountability and excellence. I blend hands-on operational expertise with strategic insight to deliver consistent outcomes and long-term value for clients.

What advice would you like to give to budding soft FM professionals?

Soft Facilities Management is the foundation of every thriving environment whether it’s a luxury hotel, healthcare facility, or a global event.

To succeed, you must first master the fundamentals. Understand every detail of your operations cleaning standards, waste management, pest control, and hygiene protocols. Expertise comes from knowing the work deeply, not just managing it from afar.

Own your responsibilities completely. Treat every facility as if it were your own business. Be proactive in identifying challenges before they arise, and lead with solutions, not excuses. Clients and stakeholders respect professionals who are accountable, diligent, and forward-thinking.

People are the heart of your success. Your team’s performance directly reflects your leadership. Invest in their training, recognize their efforts, and build a culture of pride and professionalism. A motivated workforce drives exceptional results.

In today’s changing facilities management world, it’s important to focus on innovation and sustainability. Use technology, data, and green practices to improve efficiency and make processes clearer. This is not just a choice, it's necessary for lasting success..

Finally, lead with integrity, resilience, and humility. Soft FM often works behind the scenes, but your impact is visible and vital. Combine operational excellence with empathy and vision, and you will build a rewarding and impactful career.

Ashok has played a key role in the rollout of structured BICSc training for technical supervisors and contract managers, helping ensure consistency from mobilisation through to daily operations. His ongoing focus on workforce development has contributed to a culture of service excellence and professionalism.

He has supported the adoption of sustainable practices, including the use of green cleaning chemicals and chemical-free methods such as steam and pure water systems. These efforts align with the UAE’s Green Agenda 2030 and continue to enhance operational efficiency.

Ashok has also been involved in implementing autonomous cleaning technologies in high-footfall areas and deploying digital workforce management systems that improve transparency, responsiveness and service quality. He has contributed to initiatives such as internal mystery shopper evaluations, designed to maintain high performance standards.

What advice would you like to give to budding soft FM professionals?

To aspiring soft FM professionals, Ashok recommends staying current with technology trends, using data to drive improvement and embracing collaboration as a foundation for success.

This makes empathy, a strong Emotional Quotient (EQ), and the ability to truly understand user needs paramount. Cultivating these qualities is not just about client satisfaction; it's also crucial for building and nurturing a strong, cohesive team capable of delivering exceptional service day in and day out. As a FM professional, one of my key achievements has been to create effective, cohesive and superlative FM teams who elevate service standards and optimize performance within this unique soft FM landscape.

As FM professionals, a key achievement lies in consistently delivering integrated FM solutions that enhance user experience while driving cost-effectiveness. This includes pioneering sustainable cleaning practices, implementing innovative waste management strategies, and optimizing landscaping and pest control services across diverse portfolios. A particular success of mine has been the development of bespoke technological solutions for our frontline teams, significantly improving service quality and fostering a culture of proactive maintenance and collaborative and informed decision making. These initiatives have not only garnered positive client feedback but have also contributed to tangible improvements in asset longevity and overall facility useability and aesthetics. These skills have helped me to make milestone achievements in my FM career, whether that be managing the FM vertical of one of the largest private healthcare groups in GCC or managing soft FM for the largest hypermarket chain the UAE or creating a Facility Management Centre of Excellence for a multi-billion MNC.

What advice would you like to give to budding soft FM professionals? 

For aspiring soft FM professionals, the UAE offers a wealth of opportunities. My advice would be to embrace continuous learning and specialized skill development. Focus on understanding the nuances of various soft FM disciplines, from hygiene standards and customer service to contract management and technological integration. Cultivate strong communication and problem-solving skills, as these are paramount in a client-facing role. Furthermore, being that leader who inspires those who work with you is a key part of being successful in a people centric industry such as facility management. The future of soft FM in the UAE is bright, driven by innovation and a growing demand for specialized expertise – be prepared to be a part of it.

After two years, she was promoted to Duty Manager, where she currently oversees more than 1,900 staff members from diverse cultural backgrounds at the third cleanest airport globally. Throughout her career, one of Christine’s significant accomplishments has been establishing a robust technical foundation in daily cleaning operations, having obtained certifications in both the Basics of Cleaning and the Fundamentals of Cleaning according to German cleaning standards. These credentials, along with practical experience, have enabled her to lead teams effectively and uphold high standards of hygiene, safety, and passenger/client satisfaction.

What advice would you like to give to budding soft FM professionals? 

To aspiring soft FM professionals, her recommendation is to remain open to learning and to take pride in the finer details—they can make a substantial impact. Concentrate on developing strong technical knowledge and grasping the “why” behind each task. Always be eager to learn, take initiative, and maintain a positive attitude. The soft FM industry presents numerous growth opportunities for those who are dedicated, dependable, and detail oriented. Mastering the fundamentals lays the groundwork for future leadership; the possibilities in this sector are limitless.

Today, Azzurro serves prestigious clients such as the Ministry of Education, ENOC,  AWQAF, and major commercial zones and malls across the UAE. Dr. Suma’s strategic  direction has earned the company numerous awards for quality, innovation, and  sustainability. 

As one of the few women to lead an FM company in the region, Dr. Suma champions  inclusive leadership and inspires others to break barriers. Her initiatives include  establishing a green-certified chemical factory, promoting eco-friendly, customized  hygiene solutions. 

Her leadership philosophy focuses on employee growth, client trust, and service  excellence. She continues to foster inclusive environments and drive continuous learning  across the organization. 

What advice would you like to give to budding soft FM professionals? 

Lead with integrity. Stay committed to continuous learning. And above all, never  underestimate the power of resilience, purpose, and people-centric leadership.” 

She transforms challenges into opportunities with unmatched vision, resilience, and an  unwavering pursuit of excellence.

Under his leadership, technology has become a core enabler—integrating CMMS platforms, IoT-based sensors for real-time hygiene and occupancy monitoring, AI-powered analytics for staffing and resource optimization, and smart waste management systems to support sustainability targets. These data-driven frameworks ensure that service quality, operational efficiency, and ESG alignment are consistently achieved across all asset types. His work has redefined Soft FM as a strategic lever for brand enhancement, stakeholder value, and regulatory excellence.

What advice would you like to give to budding soft FM professionals?  

Future leaders in Soft FM must go beyond operational delivery and embrace strategic alignment. The focus should be on building scalable processes, leveraging data to drive decisions, and demonstrating how Soft FM contributes to business continuity, customer experience, and environmental stewardship. Quality, accountability, and innovation are key to long-term impact. 

Through continuous improvement and adaptation, our cleaning service methodology has evolved to align with the latest industry standards in Hygiene, Health & Safety, Quality Auditing, Research & Development, Management Efficiency, and Reporting. This commitment to excellence has culminated in the achievement of five ISO certifications (9001, 14001, 45001, 55001, and 41001) under the CFM umbrella, furthermore, we have achieved the best Housekeeping Company (Excellence Award) In Egypt Facility management Forums.

As a market leader in Integrated Facility Management (IFM), particularly in Soft FM, faces the critical challenge of balancing client satisfaction with high standards while maintaining competitive pricing. To address this challenge, we have integrated IoT and smart technology into our facilities management practices, which present transformative opportunities for enhancing operational efficiency and improving the user experience.

Key elements driving our ongoing evolution include a steadfast commitment to innovation and sustainability, which are essential to ensuring our success and resilience amidst changing market demands. 

What advice would you like to give to budding soft FM professionals?  

The future of Soft FM in Egypt looks promising, fueled by the dedication of the leadership and the increasing recognition of the sector's role in enhancing operational excellence across various industries.

In 2021 I was given added responsibility as Senior Director of Security and Soft Services and then just last year I was promoted to VP Operations. In January of this year, I was proud to accept the position of Managing Director.

What advice would you like to give to budding soft FM professionals?

The advice that I would give to any young FM professional is to be dedicated, driven, never stop learning, embrace innovation and lead by example. My own career progression at Farnek over the past 14 years is proof that these qualities will lead to success. Furthermore, the FM industry is now in a period of rapid transition, especially when it comes to technology and sustainability. Those FM professionals at the beginning of their careers will not only need to adapt to this changing landscape, but as future leaders, they will also need the vision to help develop and support strategies that will drive their companies forward.     

Through rigorous quality audits and performance monitoring, we maintained high standards aligned with client expectations and industry benchmarks.

What advice would you like to give to budding soft FM professionals?
To aspiring professionals in soft FM, my advice is to build a solid foundation in service quality and team management. Focus on attention to detail, client satisfaction, and operational discipline. Soft services are human-centered, so strong interpersonal skills and empathy are critical. Embrace technology as a tool for efficiency and always remain open to learning and improvement. The industry is dynamic, and those who adapt and innovate will thrive. Lastly, lead by example—your commitment, integrity, and responsiveness will not only inspire your team but also strengthen trust with clients.

Additionally, I managed a large-scale cleaning contract for a major electricity company, which provided me with valuable insights into operational efficiency, team leadership, and the complexities of maintaining high standards in demanding environments.

What advice would you give to budding Soft FM professionals?

There are several key areas I believe emerging professionals should focus on to build a successful career:

Sharpen Soft Skills: Develop clear and confident communication, active listening, empathy, adaptability, and a proactive problem-solving mindset.

Gain Industry Knowledge: Stay current with emerging trends, technologies, and best practices. Hands-on experience through internships or entry-level roles is invaluable.

Cultivate Core Qualities: Be positive, organized, initiative-driven, and a collaborative team player.

Seek Mentorship and Feedback: A mentor can provide invaluable guidance. Always be open to constructive feedback and continual improvement.

Network Actively: Engage with professional associations, attend industry events, and connect with peers to broaden your perspective and opportunities.

By focusing on these pillars, aspiring Soft FM professionals can build a robust and rewarding career path.

He led the company’s strategic expansion into specialized cleaning services and facilities management in residential compounds, education and hospitality sectors, including the operation of a five-star resort - further reinforcing client’s confidence in Muheel’s expertise and commitment to service excellence. During his tenure, the company has secured numerous prestigious contracts and industry accolades, including two Gold Awards at the SACWFM for Best Use of FM Technology and Health & Safety Initiative and MECHFS 2025’s Top Regional Cleaning Company. Muheel is poised to launch 'USTAD'—an advanced online Learning Management System and inaugurate a BICSc-accredited, state-of-the-art Training Center in Riyadh during Q3, underscoring its steadfast commitment to excellence and the development of human capital. 

What advice would you like to give to budding soft FM professionals?

Soft FM has transcended routine service to prioritize creating impactful and meaningful experiences for the end user. For those entering this dynamic field, I advise cultivating a strong operational expertise alongside the development of emotional intelligence. Commit to excellence at all costs, embrace innovation, and lead with empathy. The future belongs to those who can harmonize efficiency with the human experience, creating environments that truly serve and inspire.

What advice would you like to give to budding soft FM professionals?

To young professionals entering soft FM: embrace innovation with purpose. Technology like AI and robotics can empower you—but your greatest asset will always be your mindset. Be proactive, stay customer-focused, and remember that excellence in soft FM is built on consistency, empathy, and a relentless drive to improve.

Mohamed Hesham, General Manager, Egypt Healthcare Facilities Services

Tell us about your achievements in soft FM. 

With over 20 years of cross-industry expertise (healthcare, hospitality, residential, and commercial sectors), I’ve spearheaded Soft FM mega projects, trained 10,000+ employees, and led 50+ organizational accreditations across Egypt, the Middle East, and Europe. My work spans operations, training, consulting, quality assurance, and mystery shopping audits for both international and national institutions.

As the founder of "Soft FM Experts" www.soft-fmexperts.com —a one-stop shop for comprehensive FM solutions—and the pioneering online education platform www.dr-hesham-hub.com , I’m committed to advance Soft FM standards through innovation and knowledge-sharing. My goal is to bridge gaps between theory and practice, equipping teams to deliver excellence.

What advice would you like to give to budding soft FM professionals?

Master the Basics: Understand core FM principles—service quality, compliance, and stakeholder management—before specializing.

Embrace Technology: Leverage digital tools and data analytics to optimize efficiency and decision-making.

Invest in People: Train teams relentlessly; their skills define your service’s success.

Think Holistically: FM isn’t just operations; it’s about enhancing user experience and sustainability.

Stay Agile: The industry evolves rapidly—adaptability is key.

It is the ability to make people feel at home, even when  they are far from theirs. It is about listening without judgement, solving problems with grace and showing genuine care in every interaction. 

I’m proud to say that I have made significant contributions to  every team and project I was part of. I had successfully trained  and supervised hundreds of soft FM staff leading to improvement in productivity and reduction in complaints. In addition to  reducing operating costs through improved operations and  negotiations and developing standardized procedures that led to  consistent, high-quality results across multiple sites and inhouse management. I also worked hard to maintain a high customer  satisfaction level and a customer retention approach through  ethical values, principles and work professionalism. 

I’m deeply proud of fostering a culture of integrity, fairness, impartiality, professionalism and respect in every work place I  have served.

I have introduced new tools and ecofriendly practices that not  only made our work smarter but also sustainable for our planet,  people and benefits with my belief that sustainability is not only  an environmental and health issue but also a social justice issue.  

But numbers and innovations only tell part of my story, what  truly delivers my success is the team behind the work who showed unwavering dedication, rising early, staying late,  responding quickly and always maintaining professionalism under  pressure. 

What advice would you like to give to budding soft FM professionals?

To my dear budding soft FM professionals, you are no longer just an invisible force in the FM and Hospitality industry, you are now  the guardians of health, innovators in sustainability and  architects of safe welcoming environments. 

Small green steps from you can make a big green impact for our  planet, people and even profits. and be sure that technology and  human expertise work hand in hand for a better environment and  ecological balance.  

Last but not least, failure is the opposite of success in your  dictionary but it is the road to success in your life. Learn from your  mistakes and never give up and always keep the "know how"  principle in your mind with your ethical values.

Keep showing up in pride, stay open to learning and never  underestimate the value of what you bring and be sure that the  future will not shape your intentions but you will shape the future  with your actions.

I also focused on cost optimization, saving a substantial amount monthly through improving staff accommodations and introducing flexible meal options all, while ensuring quality service. My efforts centered around building strong client relationships, improving operational efficiency, and driving sustainable growth, resulting in long-term partnerships and overall operational excellence.

What advice would you like to give to budding soft FM professionals?

 Starting in soft services within facilities management offers many opportunities to make a difference. Success depends on a commitment to continuous learning and adaptability. Building strong communication skills and good relationships with clients, colleagues, and vendors ensures high-quality, consistent service. Embracing new technology is crucial and familiarity with digital tools can enhance efficiency and inspire creative solutions. Focus on sustainability by learning eco-friendly practices and resource management, which adds value to your role. Finally, stay flexible and sharp; in this fast-paced industry, quick thinking and problem-solving will establish you as a trusted and valuable team member.

At Musanadah, I’ve had the privilege of leading a number of transformative initiatives in soft FM across Saudi Arabia. Among our most significant milestones was the successful launch of three BICSc-accredited training centres across the Kingdom — including one of the most remote in the world, located in AlUla at the UNESCO World Heritage Site. This initiative ensures internationally benchmarked skills development even in remote, desert environments and supports Vision 2030’s commitment to raising professional standards across the Kingdom. In the past year, we also proudly secured ISSA membership, further reinforcing our dedication to global hygiene and cleaning excellence in hospitals and the healthcare sector. It was also a great honour for Musanadah to be awarded the coveted title of ‘Best FM Company in Saudi Arabia’ at the recent SBIS Awards 2024.

What advice would you like to give to budding soft FM professionals?

Be committed to continuous improvement. Lifelong learning is not a luxury — it’s essential. Aim to complete at least one new training course or certification regularly. The industry is constantly evolving, and staying current not only helps you grow professionally, but also empowers you to contribute meaningfully to safer, cleaner, and smarter environments for all.