Mashcole Property Management is a California-based apartment management organization.

Joel Zide

President and COO

DRE#: 01224650

Joel Zide brings more than 30 years of comprehensive real estate and property management experience overseeing large-scale multifamily portfolios throughout California, Nevada, Arizona, Hawaii, and other western markets. Throughout his career, he has directed the operations of portfolios exceeding 25,000 apartment units, consistently delivering strong financial performance, operational efficiency, and exceptional client service.

Mr. Zide has extensive expertise in operational growth, asset performance optimization, client relationship management, and strategic portfolio oversight. He has successfully partnered with institutional and private ownership groups with real estate holdings valued in excess of $2 billion, earning a reputation for maximizing asset value through revenue enhancement initiatives, expense controls, and disciplined operational execution.

A recognized leader in the multifamily industry, Mr. Zide has significant experience in the repositioning and renovation of apartment communities, overseeing capital improvement and construction projects ranging from $100,000 to more than $25,000,000 . His ability to coordinate complex renovations while maintaining occupancy, resident satisfaction, and financial objectives has consistently improved property performance and long-term asset value.

Throughout his career, Mr. Zide has managed and directed apartment communities ranging from 20 units to more than 400 units, while developing scalable operational systems that support portfolio growth and organizational success. His strengths include team leadership, strategic planning, budget management, owner and investor relations, staff development, and operational compliance.

Mr. Zide firmly believes that property management is fundamentally a people business. His commitment to fostering a culture of accountability, professionalism, and mutual respect has enabled him to build high-performing teams, strengthen client partnerships, and consistently exceed ownership objectives. His leadership style emphasizes collaboration, service excellence, and results-driven management practices.

Fluent in Spanish and a licensed California Real Estate Broker, Mr. Zide continues to be a respected industry professional known for his integrity, operational expertise, and dedication to maximizing the performance of multifamily assets.

Craig Senia

CEO and Broker of Record

DRE#: 01041874

Craig Senia is a seasoned real estate executive, entrepreneur, and corporate leader with more than 25 years of experience in real estate management, asset management, finance, operations, and business development. As Co-Founder and Chief Executive Officer of Mashcole Property Management, Mr. Senia provides strategic leadership for all aspects of the organization, including corporate operations, financial management, organizational development, and long-term growth initiatives.

Under his leadership, Mashcole has experienced significant expansion, evolving into one of the region's leading property management firms. Mr. Senia has been instrumental in driving corporate growth through strategic acquisitions, operational excellence, portfolio expansion, and the successful repositioning and management of multifamily assets throughout California and Arizona. He also serves as the company's Broker of Record, overseeing regulatory compliance, corporate operations, and risk management initiatives.

In addition to his operational leadership responsibilities, Mr. Senia is deeply involved in corporate legal strategy, litigation management, risk mitigation, and complex legal matters affecting business operations, working closely with outside counsel, ownership groups, and stakeholders on litigation-related corporate issues, regulatory matters, contract disputes, and strategic business decisions.

Prior to co-founding Mashcole Property Management, Mr. Senia built an accomplished corporate career with Cox Enterprises, where he served as Vice President and General Manager of Cox Business Services. In that role, he held full profit-and-loss responsibility for a $100 million annual operating budget and led a workforce of over 100 employees across the Western United States. His experience managing large-scale operations, developing high-performing teams, and executing growth strategies has been a cornerstone of his success as a CEO.

Mr. Senia earned his Master of Business Administration (MBA) from Pepperdine University and his Bachelor of Arts in Economics from the University of California, Santa Barbara. He also holds a California Real Estate Broker License. Recognized for his strategic vision, operational expertise, and leadership, Mr. Senia continues to guide corporate growth, navigate complex business challenges, and create long-term value for clients, investors, and stakeholders.