Shafraz Kassam has been appointed general manager for Europe, the Middle East and Africa (EMEA) operations by Embed.

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The cashless business management systems supplier for the entertainment industry has welcomed Kassam who comes from a family heavily involved in the hospitality industry and who has wide experience of customer service. He was operations manager for Village Market Recreation taking the award for Best Mall in Nairobi, Kenya.

He was also general manager at PINS Entertainment, where he ran East Africa’s biggest FEC. Kassam also founded Kenya’s first-ever competitive tenpin bowling league.

Renee Welsh, CEO of Embed Solutions Group, said: “We are completely focused on providing solutions to help operators drive profit for their business by increasing their revenue, reducing cost and achieving their business goals. This requires superior executive leaders made of professionals like Shafraz with stellar track records in the FEC space and a passion for the technology that fuels the industry.”