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Meet the Team

Meet the people behind Halifax Ascenseurs — combining international expertise, commercial experience and technical know-how to deliver premium vertical mobility solutions across Morocco.

The People Behind Halifax

International perspective, local expertise and hands-on experience — united by one commitment to quality, safety and service.

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Portrait of Joseph Fares, Founder and CEO at Halifax Ascenseurs

Joseph Fares

Founder & CEO

With over 30 years of international business and senior management experience in Australia, Joseph brings a global perspective to Halifax Ascenseurs. His career includes executive leadership within the property and construction sectors, including senior roles with The Property Club, Metricon Homes and Simmons Homes. Returning to Morocco, he founded Halifax Ascenseurs with a vision to bring international standards of quality, safety and premium vertical mobility to the Moroccan market.

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Portrait of Akram Bourehla, Business Development Manager at Halifax Ascenseurs

Akram Bourehla

Business Development Manager

With more than eight years of experience in sales and business development within the elevator industry, Akram brings strong commercial expertise to Halifax Ascenseurs. Throughout his career, he has worked with several international elevator brands, developing an in-depth understanding of market requirements, client expectations and vertical mobility solutions. He leads business development, builds lasting relationships with clients and partners, and supports customers in selecting solutions tailored to their projects.

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Portrait of Ali Rifai, Head of Marketing and PR at Halifax Ascenseurs

Ali Rifai

Head of Marketing & PR

Ali leads Halifax Ascenseurs’ marketing, communications and public relations strategy. He oversees the company’s brand positioning, digital presence and market visibility while developing initiatives that connect Halifax with architects, developers, businesses and private clients across Morocco.

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Portrait of Mostafa Lakrouch, Installation & Maintenance Manager at Halifax Ascenseurs

Mostafa Lakrouch

Installation & Maintenance Manager

With more than 20 years of experience in elevator installation, maintenance and quality control, Mostafa brings deep technical and field expertise to Halifax Ascenseurs. He oversees installation and maintenance operations, coordinates technical teams on client sites, supervises project execution and ensures that every system meets the company’s standards for safety, reliability, performance and workmanship.

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Portrait of Zakaria, Technical Manager at Halifax Ascenseurs

Zakaria

Technical Manager

With several years of experience as a Technical Manager in the elevator industry, Zakaria oversees technical operations and supports the coordination of installation, maintenance and troubleshooting activities. Working closely with field teams, he helps ensure that each project is executed efficiently and in accordance with Halifax Ascenseurs’ standards for safety, quality and technical reliability.

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Portrait of Aya, Office Manager and Executive Assistant at Halifax Ascenseurs

Aya

Office Manager & Executive Assistant

Aya is a versatile professional specializing in office management, executive assistance, and customer service. Experienced in coordinating daily operations, managing administrative tasks, supporting executive management, and ensuring effective communication across departments. With strong organizational and interpersonal skills, Aya is dedicated to providing excellent customer service, building positive client relationships, and contributing to the company’s efficiency and success.