We are Ashley Frazer

Together, with 30 years’ worth of combined experience, Co-founders Ash and Tom draw on their vast specialized knowledge in recruiting for the Industrial, Technology, and property and construction sectors in the MENA region, where they supported the growth of some of the world’s largest projects – to bring you sustainable staffing solutions, customized to your specific business needs and requirements.
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Meet Our Leadership

Tom Watson

Managing Partner
Tom is the Managing Partner and Co-Founder of Ashley Frazer Executive, specializing in advising clients on structuring recruitment functions and delivering C-suite mandates for real estate developers and government entities in the GCC. He began his recruitment career in the Middle East in 2009 and became a market leader in executive search, particularly in Property & Construction. At Page Executive, Tom helped establish a specialized Middle East-focused recruitment business and led a Saudi Arabia-focused start-up for Page Group.

Tom also played a key role in setting up recruitment for the Royal Commission of Al Ula, overseeing C-level hiring and developing in-house recruitment teams. Tom’s expertise includes CRM implementation, candidate assessment, and sustainable talent acquisition processes.

Ash Elfadeli

Managing Partner
Ash is the Managing Partner and Co-Founder of Ashley Frazer Executive, with over 15 years of experience leading recruitment firms in Asia. After moving to Japan for a scholarship at the University of Tokyo and obtaining a master’s in Electrical & Mechanical Engineering, Ash built successful recruitment teams and helped Fortune 100 companies attract talent across Asia.

In 2022, he joined a major Saudi Arabian giga project, applying his expertise to develop recruitment systems and attract top talent. At NEOM, Ash led recruitment for the government authority, focusing on critical hiring for mega projects and building a global candidate pool, including onboarding C-suite executives.

Underpinned by Strong Values

Forming the backbone of our business, SPINE represents the 5 values that shape our culture and the core identity that underpins our work and drives our performance.

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Sustainability: We follow a diligent process with a consultive approach to help us determine your current and future needs, in order to deliver holistic and sustainable business solutions.

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Passion: We are passionate about using our expertise to support the regions high-growth industries and equip them with strong teams, capable of leading and growing with change.

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Integrity: We demonstrate business integrity in all of our interactions, as we continue to position ourselves as strategic partners, and trusted advisors.  

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Navigation: As the property & construction industry continues to see a period of unprecedented growth, constantly reflecting in new goals and recruitment standards -  we help you navigate these shifting priorities.

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Efficiency: We leverage technology and innovative systems in streamlining the recruitment process and ensuring a seamless end-to-end service delivery. 

Global Presence

With the last 15 years spend in Japan, Ash is closely connected to Far East Asia candidate market. With his knowledge and insight, Ashley Frazer is able to tap into and attract pool of candidates that has historically been difficult to reach. Ashley Frazer organizes and manages recruitment campaigns along with quarterly trips to stay connected and engaged with the talent pool in attractive Asian candidate markets.

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