Kheir assumed his position in 2017, whereas Chhabria, in 2023, and share joint responsibility for restructuring FIVE’s digital marketing framework across the UAE and its international portfolio. One example is the digital launch strategy for Pacha New York, set to be inaugurated in June 2026. Its announcement day alone generated over 70,000 website sessions. Meanwhile, the group achieved a 50% growth in VIP e-commerce revenue after its live events booking experience redesign. The group launched also FIVE-i, a social platform focused on live entertainment and hospitality. The platform grew its user base by 40% month-on-month.