LEADERSHIP TEAM
Visionaries Behind The UAE National Orchestra
Alia bint Khalid Al Qassimi
MANAGING DIRECTOR
Alia bint Khalid Al Qasimi is a prominent leader in the UAE’s cultural and creative industries, with over 19 years of experience driving initiatives that have shaped the nation’s cultural identity and creative economy. As Managing Director of the UAE National Orchestra, she spearheads efforts to promote the UAE’s cultural heritage and contemporary creative output on a global stage.
Previously, she served as an Acting Assistant Undersecretary for the Culture and Creative Industries Sector at the Ministry of Culture and Youth, where she led the development of the UAE’s national strategy for cultural and creative industries. She also led and managed the restructuring of cultural centres and the organization of the 2021 World Conference on Creative Economy at Dubai Expo 2020.
Al Qassimi held a leadership position at the Department of Culture and Tourism – Abu Dhabi as the Head of Manarat Al Saadiyat, where she played a pivotal role in strengthening its strategic positioning. She spearheaded the development of a comprehensive strategy that focused on program innovation and audience development, contributing to the clear identification of the institution’s organizational identity. Additionally, she oversaw the establishment of the region’s first Berklee College of Music campus.
At TwoFour54, Abu Dhabi Media Zone Authority, she led creative projects within Creative Lab, nurturing emerging talent and providing a platform for skill development, showcasing work, and connecting with fellow creatives. Her leadership fostered a thriving creative ecosystem in Abu Dhabi.
Al Qassimi’s career reflects her deep commitment to advancing the UAE’s cultural, creative, and economic ambitions, aiming to position the nation as a global leader in the cultural and creative sectors.
A graduate of the American University of Sharjah in Design Management, Alia enjoys travel, long outdoor jogs, and finds inspiration in experimental art and the timeless beauty of music notes, especially Ravel’s Bolero and Vivaldi’s Spring from The Four Seasons.
Ahmed Farag
Conductor
Ahmed Farag is an internationally recognised conductor and a leading musical figure in the Arab world. He began his musical training at the Cairo Conservatory before continuing his studies at the Haute École de Musique in Geneva, Switzerland, where he earned a Bachelor of Music, a Master’s in Oboe Performance, and a Master’s in Orchestral Conducting. Farag has served as a conductor at the Cairo Opera House, regularly Conducting the Cairo Symphony Orchestra and Cairo Opera Orchestra in major performances.
In 2021, he founded the Hathor Symphony Orchestra, an ensemble dedicated to mentoring and training young professional musicians. Under his leadership, the orchestra has appeared at major events including the International Festival of Symphonic Music in Algiers, El Gouna International Film Festival, the Citadel Music Festival, and the Arab Music Festival. Internationally, Farag has worked with institutions including the Grand Théâtre de Genève, the European Solidarity Centre in Poland, the Karlovy Vary Symphony Orchestra, and NEOJIBA in Brazil.
His repertoire spans the Classical and Romantic canon as well as Arabic, 20th-century and contemporary masterworks. Farag’s conducting style is characterised by its expressive clarity and structural depth. Through his artistic leadership, he is deeply committed to fostering cultural dialogue and building bridges between international symphonic traditions and the rich musical heritage of the Arab world.
rory jeffes
STRATEGIC ADVISOR
Born in Canada, Rory Jeffes has had a distinguished career spanning the for-profit and not-for-profit sectors globally. Holding a Master of Arts in Music from Oxford University, his professional career began in public relations, rising to be a Director at Shandwick Communications in London, at the time part of the largest communications group in the world. Over the past 20 years, he has held senior leadership roles in the performing arts in Australia, including as CEO of Opera Australia and Managing Director of the Sydney Symphony Orchestra. He now focusses on supporting innovative projects and boards in the arts sector.
Passionate about the social impact of the arts, Jeffes also held senior positions in not-for-profit organizations such as Outward Bound Trust and the Prince’s Youth Business Trust. He was the founding CEO of YouthNet UK, a pioneering web resource for marginalised young people, and has advised several government bodies on a range of issues.
Jeffes is a keen aviator, holding a Commercial Helicopter Pilot’s Licence. In 1998 he undertook a six-week expedition piloting a flex-wing microlight from India to the UK as a fundraising initiative for education charity CRY India.
ALIA BINT KHALID AL QASSIMI
MANAGING DIRECTOR
Alia bint Khalid Al Qasimi is a prominent leader in the UAE’s cultural and creative industries, with over 19 years of experience driving initiatives that have shaped the nation’s cultural identity and creative economy. As Managing Director of the UAE National Orchestra, she spearheads efforts to promote the UAE’s cultural heritage and contemporary creative output on a global stage. Previously, she served as an Acting Assistant Undersecretary for the Culture and Creative Industries Sector at the Ministry of Culture and Youth, where she led the development of the UAE’s national strategy for cultural and creative industries. She also led and managed the restructuring of cultural centres and the organization of the 2021 World Conference on Creative Economy at Dubai Expo
Al Qassimi held a leadership position at the Department of Culture and Tourism – Abu Dhabi as the Head of Manarat Al Saadiyat, where she played a pivotal role in strengthening its strategic positioning. She spearheaded the development of a comprehensive strategy that focused on program innovation and audience development, contributing to the clear identification of the institution’s organizational identity. Additionally, she oversaw the establishment of the region’s first Berklee College of Music campus. At TwoFour54, Abu Dhabi Media Zone Authority, she led creative projects within Creative Lab, nurturing emerging talent and providing a platform for skill development, showcasing work, and connecting with fellow creatives. Her leadership fostered a thriving creative ecosystem in Abu Dhabi. Al Qassimi’s career reflects her deep commitment to advancing the UAE’s cultural, creative, and economic ambitions, aiming to position the nation as a global leader in the cultural and creative sectors. A graduate of the American University of Sharjah in Design Management, Alia enjoys travel, long outdoor jogs, and finds inspiration in experimental art and the timeless beauty of music notes, especially Ravel’s Bolero and Vivaldi’s Spring
AMINE KOUIDER
ARTISTIC DIRECTOR AND CONDUCTOR
Amine Kouider is an artistic director and conductor with an accomplished career in Paris for the past 30 years, distinguished international career bridging Eastern and Western cultures. He founded the International Philharmonic Orchestra - Paris and has performed in prestigious concert halls across France. In Algeria, he served as artistic director of the Algiers Opera House and the Algeria National Symphony Orchestra. He also advised the Ministry of Culture on national music education. In Saudi Arabia, Kouider played a key role in establishing the National Higher Music Institute of Riyadh and became the founding conductor and artistic director of the Saudi National Orchestra and
Kouider has directed major cultural events such as the Arab League summits and Arab Capitals of Culture in Algiers and Constantine, and led French diplomatic projects in Algeria, Qatar, Saudi Arabia, and Kuwait. His dynamic conducting style has earned him recognition with renowned orchestras, including the Orchestre Philharmonique de Strasbourg, Orchestre National du Capitole de Toulouse, St. Petersburg Kirov Orchestra, Monte Carlo Philharmonic, Cairo Symphony, and Qatar Philharmonic. Named "UNESCO Artist for Peace," Kouider has advised UNESCO’s Arabia Plan and conducted concerts in support of UNESCO initiatives. He trained under Valery Gergiev and Manuel Rosenthal and holds a master's degree in musicology from the Sorbonne. In 2023, he was awarded the title of Knight in the Order of Arts and
RORY JEFFES
STRATEGIC ADVISOR
Born in Canada, Rory Jeffes has had a distinguished career spanning the for-profit and not-for-profit sectors globally. Holding a Master of Arts in Music from Oxford University, his professional career began in public relations, rising to be a Director at Shandwick Communications in London, at the time part of the largest communications group in the world. Over the past 20 years, he has held senior leadership roles in the performing arts in Australia, including as CEO of Opera Australia and Managing Director of the Sydney Symphony Orchestra. He now focusses on supporting innovative projects and boards in the arts sector.
Passionate about the social impact of the arts, Jeffes also held senior positions in not-for-profit organizations such as Outward Bound Trust and the Prince’s Youth Business Trust. He was the founding CEO of YouthNet UK, a pioneering web resource for marginalised young people, and has advised several government bodies on a range of issues. Jeffes is a keen aviator, holding a Commercial Helicopter Pilot’s Licence. In 1998 he undertook a six-week expedition piloting a flex-wing microlight from India to the UK as a fundraising initiative for education charity CRY India.