Joep’s career in the hospitality industry has seen him specialising in restaurant projects, F&B management, hospitality real estate and hotel management. These roles were completed at a variety of companies, such as the Arabella Sheraton Westin Grand, Pam Golding Hospitality, and the Table Bay Hotel, which included pre-opening work for the Sun International group on the Maslow Hotel in Johannesburg.  Joining Valor on day one, as General Manager of Spier Hotel & Leisure in December 2013.He was instrumental in its improved performance, that saw increased occupancy, ADR and RevPAR and taking the EBITDA to a profit. Joep has served as a board member on the Fedhasa, as chairperson for the Hotel segment in the Western Cape Province for the past two years and has been involved with several industry organisations and events as guest speaker or moderator.  May 2025 Joep was promoted to Chief Operating Officer and oversees the Valor Africa operations.