James Scerri appointed Group Technology & Product Director at 5 Hertford Street

James Scerri has been appointed Group Technology & Product Director at Robin Birley Holdings, the international hospitality and lifestyle group behind renowned private members’ clubs 5 Hertford Street and Oswald’s.

In his new role, Mr Scerri will lead the company’s end-to-end technology vision, driving digital innovation across both the Clubs and Retail divisions. He will oversee the group’s enterprise platforms, customer-facing digital experiences, and internal infrastructure, with a focus on ensuring scalability, security, and operational efficiency.

“I sit at the intersection of technology, innovation, and growth, leading the end-to-end technology vision across both the Clubs and Retail divisions of a fast-scaling international luxury hospitality and lifestyle group,” Mr Scerri wrote. He added that his remit includes building robust solutions to support daily operations, enable data-driven decisions, and lay the foundation for expansion into new markets and verticals.

The group’s portfolio includes 5 Hertford Street and Oswald’s in the UK, Maxine’s in the United States, as well as Birley Bakery, Birley Chocolate, and Birley Sandwiches across both markets.

5 Hertford Street, located in Mayfair, London, has gained a reputation as one of the city’s most exclusive and discreet private members’ clubs. Since opening in 2012, it has attracted a number of high-profile figures, including actors, musicians, and public personalities.

Career background

Mr Scerri brings more than two decades of experience in technology leadership roles across hospitality, flexible workspace, and gaming.

According to his LinkedIn profile, he began his career in 2003 as an IT System Administrator with Medavia in Malta before moving on to Melita as a Network Administrator. In parallel, he also worked as a part-time lecturer, teaching students aged 12 to 18 ECDL and basic HTML.

In 2006, he joined Corinthia Hotels as IT Manager, a role he held for over two years before moving to Barriere Interactive Gaming as IT/IS Systems Manager. He later returned to Corinthia, this time at the group’s London property in Whitehall, serving as IT Manager for almost four years.

Between 2012 and 2014, he was Head of IT at Firmdale Hotels in London and New York. He then became a founding member and Head of Technology at FORA, where he played a central role in building scalable technology platforms for the flexible workspace operator over nearly seven years.

In 2020, Mr Scerri joined The Office Group, which later integrated with FORA, as Director of IT and Product. The company, one of the UK’s largest providers of flexible workspaces, manages more than 60 sites across London, the wider UK, and Germany.