From Wash Bay to CFO: Jihad Farah’s 29-Year Journey at Kennards Hire

Jihad Farah’s journey at Kennards Hire began almost by chance in 1997, but it was his curiosity, determination and willingness to learn that set him on a path from frontline team member to Chief Financial Officer and Company Secretary. Nearly three decades later, that same drive continues to define his leadership.

He started at the Girraween (NSW) branch in the wash bay, stepping in to fill a sudden gap, while wearing his brother’s uniform. “It was my first taste of the business,” Jihad recalls. “I learned quickly what it takes to keep a branch running and how every role, no matter how small it seemed at the time, contributes to the team and our customers.” That early hands-on experience gave him a perspective many finance leaders never get the chance to experience.

Jihad’s next roles were as a Service Person Driver and Hire Controller, giving him the chance to experience branch operations from a customer-facing perspective. That early exposure provided him with a deep understanding of how the branches operate, what matters to the teams on the ground, and what customers truly value.

From there, he moved into Finance as a Fixed Asset Accountant before progressing through Business Analyst, Senior Business Analyst and Process Improvement Manager roles. Each step deepened his understanding of the numbers behind operations and how systems, efficiency and discipline support sustainable growth.

Jihad then broadened his remit as Commercial Manager, Head of Commercial Support and Head of Commercial Finance, gaining experience across sales, pricing, major projects, property and strategic decision-making. By the time he stepped into the CFO role in 2021, he had developed what he describes as a ‘whole-of-business perspective’, bringing together operational insight, commercial acumen and financial stewardship.

While Jihad’s rise to the executive team may not be the typical path for a CFO, internal progression is at the heart of Kennards Hire. With more than 420 team members celebrating 10 years or more with the business, long-term careers aren’t the exception, they’re part of the organisation’s very fabric.

Jihad says, “Developing leaders internally brings both commercial and cultural benefits. Leaders who have grown up within the business understand how it really works, the culture, the operational realities, and what makes a branch tick. They help reduce onboarding risk, protect institutional knowledge, and send a clear message that performance, values and contribution matter.”

This values-led foundation is what has kept him motivated for nearly 30 years. For Jihad, Kennards Hire values (One Family, Taking Hire Higher, Every Customer a Raving Fan and Fair Dinkim) aren’t just words. These genuinely guide decision-making and shape how he approaches leadership. He takes a long-term, generational view rather than focusing on short-term gains, ensuring that both people and the business thrive sustainably.

As he’s progressed through his career, Jihad has welcomed the opportunity to mentor colleagues in commercial and finance roles. “Mentoring others is something I genuinely enjoy - storytelling, sharing context, and supporting people as they find their own way,” he says. This commitment to developing others mirrors the broader way he approaches his role, blending mentorship with strategic oversight to guide the business forward.

Over time, the CFO role has changed a lot. Alongside traditional financial stewardship, there’s now a much stronger focus on data, risk frameworks and working closely with the CEO and Board on strategic decisions. The development of a modern data warehouse has shifted the business from simply reporting what’s happened to enabling faster, better-informed decision-making, with teams across the organisation working from a consistent and trusted set of data.

Yet despite the complexity, Jihad’s leadership philosophy remains grounded in lessons from the frontline. “Every role matters,” he says. “The business only works when everyone does their part to serve the customer. It doesn’t matter if you’re on the tools in the branch, driving a truck, or working in finance, the business relies on every person doing their job well. Understanding that from the start has shaped the way I lead, because I know that strong teams and great service come from people feeling valued and knowing their contribution counts.”

From a young team member in the wash bay to a leader shaping the future of Kennards Hire, Jihad’s journey reflects what’s possible in a values-led organisation where hard work, humility and belief in people create careers that grow alongside the business. He says, “When people feel respected, treated fairly and included, it builds trust. And trust builds loyalty. When people feel like they belong and can see a pathway to grow, they tend to stay.