Ataya has been leading the Alef Group since January 2014. Established in 2013, the Alef Group has completed over 1,140 units, including Al Mamsha Souks, with over 8,000 units under construction at a total value of $354 million. In 2022, the company launched Alef Be, its first loyalty program app. The group had total assets and a land bank worth $2.7 billion as of November 2023.