Jafari first joined the hotel as general manager in August 2018, ahead of its opening in July 2019.
Since its opening, the site has received numerous awards for its design, hospitality and food, and over the last two years it has hosted some of London’s “most iconic” events and celebrations.
Prior to joining The Standard, London, Jafari was managing director for The Curtain Hotel and Members Club. She also held several senior management positions in hotels in both London and across the UK, including W Hotels and Morgans Hotel Group.
Commenting on her appointment, Jafari said: “It has been an absolute honour to steer the ship at The Standard, London for the last two years, working alongside some of the most committed and creative people in the industry.
“We’ve had a pretty wild ride – from opening the hotel to closing and reopening throughout this past year – but I remain enormously proud of all we’ve achieved and I am beyond thrilled to now be Managing Director of the hotel, supported by this brilliant bunch.”
Amber Asher, president and general counsel, Standard International added: “We wholeheartedly congratulate Elli on this much-deserved promotion to Managing Director of The Standard, London.
“Elli supported the team through an incredible opening and has become a tremendous leader through the most challenging of times during this pandemic, with hard work, skill, heart and perseverance.”