Jose Auriemo Neto has continued to lead JHSF into profitability since taking over as the Chairman of the board of directors. His long relationship with the company is one of the reasons he has been so successful as he first worked for them in 1993. At the time he was just a young man trying his hands in corporate management. He would then join Fundacao Armando Alvares Penteado University, after which he came back.
His career would begin gaining momentum when he took on the development of Parkbem. The development would become a successful venture, and in 2006 he became the youngest person to hold the position of CEO. In 2009 he would be elected to join the board of directors before eventually becoming the chairman.
JHSF today prides itself as being one of the biggest real estate developers in Brazil and has been able to spread its wings to other countries such as the United States and Uruguay. Shopping malls were among the first developments the company took on starting with the now famous Shopping Metrô Santa Cruz. The mall was unique as it had a subway station right inside and would prove to be very popular with Sao Paulo commuters. The mall was later sold.
JHSF would focus its efforts on the Cidade Jardim Complex in 2006, and within a short time the mall was complete and would house the Shopping Cidade Jardim this is the country’s premier luxury mall. The mall has been able to attract various international luxury brands which have given more credibility as the place to be in the country when looking to undertake some luxury shopping. The mall would later house more developments which include three commercial towers, nine residential towers and the high-end condominium Park City Garden. These developments have made the development one of the largest to be undertaken by a single company.
JHSF would choose to diversify its business in 2007, and they acquired the Fasano Group hotels. This has continued to be one of the most profitable ventures under their brand. Feeling confident in the direction the company was taking they would venture out of Brazil and are today developing the Las Piedras in Punta del Este in Uruguay.