Mishal Al Hokair has the direct responsibility for the family entertainment centres’ performance within Saudi Arabia-based Al Hokair Group. He took full operational responsibility for the entertainment division after gaining considerable experience as deputy CEO & vice president for marketing of the Al Hokair Group. In November 2010, he joined Al Hokair Group as a member of the board of directors and later on served as the deputy CEO and general manager of the entertainment division, a position he occupies today beside holding other positions – including chairman of LUX Entertainment Company and also a board member of MENALAC (Middle East and North America Leisure and Attractions Council). His passion for entertainment, solid marketing background and wide business experience have enabled Al Hokair to undertake remarkable evolution in all of the group business sectors, especially entertainment. He is a member of the Advisory Board for RetailME and MRF.