Steven Hetzer. CEO & Founder.
Founder and moment-maker-in-chief, Steve has always had a unique vision for sweetwater. Entrepreneurial and pioneering, he is committed to building authentic brands with a passionate team of boundary-pushing rebels across the Middle East and beyond. Watch him unleash his inner Ted-Lasso when he supports his team, raises his family, tackles challenges, and talks about basketball.
Usman Saleemi. ECD & Partner.
Heading dreaming and disruptive ideation, Usman is an experienced creative leader driving our award-winning cross-disciplinary creative team, and has the trophies, scars, and stories to show for it. A global nomad, he’s passionate about how purposeful action can transform the role of the brand in our lives. Ask Usman about growing up and working across 3 continents, or his latest passion project.
William McFadden. CSD.
Our Client Servicing Director Will manages relationships, expectations, and a diverse team dedicated to making doing difficult things feel very easy. Will tells it like it is, and our clients love him for it. A man with a plan, he loves football, padel, and you can see that sportsmanship reflected in his team-playing, problem-solving, can-do attitude. Where there’s a Will, there’s a way (just make sure he’s had his morning cup of Joe)!
Kholoud Hafsi. Operations Director.
With over a decade of event management experience, Kholoud heads an operations and production team that's able to turn our wildest ideas into real, tangible, unforgettable moments. She's a tough cookie, but also has a heart of gold and is the go-to person when you’re in a sticky situation... or in need of a caffeine fix. Kholoud is an ingenious problem-solver with a 20/20 vision for detail—careful, she sees everything!
Joanne Taouk. Head of Operations, Qatar.
Based in Qatar, this Latina firecracker knows how to make things happen—the crazier the project, the better. She’s everywhere all the time and never sleeps. Ask her about her kids or how she used to manage concerts of famous musicians…and see that spark in her eyes turn into a wildfire!
Khaled Dajani. Partner, KSA.
Our rock in the fascinating, energizing market of Saudi Arabia, Khaled is a founder and entrepreneur with a treasure trove of knowledge and experience in the luxury, lifestyle and marketing sectors. He is also the man behind the scenes of some of Saudi Arabia's most impactful moments. Khaled is passionate about new cultures, great food, and loves a perfectly cooked steak. Ask him about the Lakers, if you've got game.