Leser assumed his position in October 2023. Adeera was launched in 2024 as the Public Investment Fund’s national hospitality champion, with a mandate to develop and operate Saudi-born hospitality brands to international standards. It focuses on strengthening its operational capabilities, developing national talent, and building a scalable hospitality platform rooted in Saudi culture. In 2026, Adeera began operating its first hotel, Atheel KAFD, in Riyadh’s King Abdullah Financial District, and introduced three homegrown hotel brands, and joined the Global Hotel Alliance. Leser previously served as Group CEO of Jumeirah Hotels and Resorts and Langham Hospitality Group.