By decree of H.H. Sheikh Hamad bin Mohammed Al Sharqi, Supreme Council Member and Ruler of Fujairah, Salem Ali Marshood Alhefeiti was appointed as the Director General of the Media Free Zone - Creative City in 2023.

Under Alhefeiti's leadership, the Media Free Zone - Creative City has undergone significant development, solidifying its position as a premier hub for business and commerce within the UAE. He has redefined policies and strategies to align with comprehensive transformations, including the automation of services to expedite transaction processes. Furthermore, Alhefeiti has enhanced the sales, marketing, and compliance departments, while also modernizing all governing laws and regulations, resulting in a remarkable shift and an increase in client satisfaction. His efforts have expanded the Free Zone's operations, allowing it to issue dual licenses and facilitate business licensing at Fujairah International Airport. Alhefeiti also introduced a membership program for the Free Zone, offering clients exclusive discounts at numerous hotels, retail outlets, and tourist attractions. Additionally, he established an academy that provides specialized courses for Free Zone clients in areas such as business setup, etiquette for entrepreneurs, marketing, management, taxation, and more.

Alhefeiti is a distinguished expert in the field of protection against chemical, biological, radiological, and nuclear threats, with over 29 years of extensive experience in training, planning, leadership, and participation in both local and international exercises. His expertise is further enriched by his participation in numerous prominent training courses and conferences, both domestically and internationally. He has closely collaborated with leading manufacturers of protective products and decontamination and reconnaissance systems, including the renowned German companies Kärcher and Rheinmetall. Alhefeiti has also worked in close cooperation with national institutions such as the National Emergency Crisis and Disaster Management Authority (NCEMA) and the Federal Authority for Nuclear Regulation (FANR).

In addition to his role in public service, Alhefeiti is the founder of Hares for Industries in Abu Dhabi ICAD 3, where he pioneered and developed three distinct types of decontamination and sterilization systems designed to counter CBRN threats.

Al Hafiti holds a master’s degree from Abu Dhabi University and has completed numerous specialized courses in chemical and radiological protection, emergency management, peacekeeping operations, and diplomatic relations across various countries. His expertise also extends to real estate training and business management. Notably, he contributed to the security efforts for the 2006 FIFA World Cup in collaboration with German security authorities.