Serag assumed his current role in 2015 and has since led Hyde Park’s transition from a single-project company to a developer with eight projects across East, West, and North Egypt. In January 2026, the company launched Hyde Park Terraces in New Cairo, following the sellout of its Hyde Park Views project in November 2025. Other projects in the portfolio across its 3.3 million sqm of developed land include Hyde Park Signature, Hyde Park Central, and Business District. Serag was previously the CEO of Orascom Development & Management and head of property operations at Vodafone Egypt.