Tal Steinberg

Managing Partner

Tal Steinberg is a managing partner for SELA Realty LLC . Tal has 14 years of transnational and real estate management experience, and has completed over $250 Million worth of real estate transactions in the US.

After studying mechanical engineering, Tal became an officer in the Israeli army from 1996 to 2002 after which he started his BA study in business management in Israel.  While studying for his BA, he completed his training for his real estate appraiser license where he became familiar with the real estate investing world.

In 2007 Tal started SELA Properties along with his business partner and family member and has been the company manager since then.

In 2010 Tal co-founded SELA Realty,  which is an In-House management company for all it’s acquisitions. Tal is also a Realtor and holds a New Jersey Real Estate Broker license.

Erwin Fried

Acquisition Manager, Southeast Region

Erwin is our acquisition manager for the Southeast region of the US. Erwin leads our portfolio development in the region sourcing, underwriting, and closing investment properties. Erwin accompanies property transition on a strategic and implementation level.

Erwin has been a longtime partner in a group of multifamily investments which operates commercial real estate. He has been involved in diverse real estate transactions in Florida over the years.

Brenda Cristiano

Chief Operating Officer

Brenda Cristiano is the Chief Operating Officer (COO) of Sela Realty Investments, where she leads the company’s day-to-day operations, oversees a growing portfolio of multifamily assets across the Northeast and Central Florida, and drives operational excellence across all departments. Brenda works closely with the Principals to set strategic direction, develop scalable processes, and strengthen the company’s infrastructure to support continued growth. She also plays a key role in underwriting and evaluating new investment opportunities.
Before joining Sela, Brenda founded LatAm Opportunity Partners LLC, a real estate development firm focused on residential projects in her native Peru. She brings over a decade of experience from the financial services industry, having worked at Morgan Stanley and Citigroup Global Markets. At Morgan Stanley, she specialized in advising high-net-worth international clients, and at Citibank’s Private Bank, she worked with ultra-high-net-worth Latin American families. Earlier in her career, Brenda was Vice President and Relationship Manager across various trading desks. She previously held FINRA Series 7 and 63, and NFA Series 3 licenses.

Brenda holds a Bachelor of Business Administration in Finance from Pace University’s Lubin School of Business and a Master of Science in Real Estate Development from NYU’s Schack Institute of Real Estate. She is an active member of the Urban Land Institute and currently serves on her town’s Planning Board.

Sharon Fried

Asset Manager

Sharon Fried joined Sela as its Asset Manager in 2024. Sharon holds an MBA from INSEAD and has a proven track record with companies such as Booz Allen & Hamilton (Strategy & /PwC) and Office Depot. Sharon’s career has spanned a range of roles, from management consulting to business development, where she worked closely with senior leadership teams and boards to drive strategic growth, operational improvements, and long-term success.

In her role, Sharon monitors the performance of Sela’s asset portfolio, ensuring that each property maximizes its potential while aligning with the company’s broader objectives. She also manages investor relations, reporting on property performance, addressing investor inquiries, and ensuring communication of key metrics and strategic initiatives. Sharon works alongside stakeholders to identify areas for optimization and initiate implementation of strategies that drive value and sustainability.

Maria Donoso Müller

Marketing Director

Maria is an accomplished Brand and Marketing Specialist with over 10 years of experience as a commercial partner for one of Latin America's largest corporations. Her innovative work in the plus-size industry significantly shaped the region's market, building a vibrant and supportive community for this sector.

As a leading figure in business creation and the textile/fashion industry in Ecuador, Maria has earned recognition through different platforms as Forbes Magazine, CNN and TEDx talks that highlight her notable achievements.

With 9 years of experience in digital marketing, Maria specializes in content creation, online strategies, data analysis, business intelligence, UX and brand design. Her strategic expertise has driven the online growth and presence of businesses across industries such as consumer goods, textile and real estate, focusing her approach in building brands with a customer-centric approach.

Tanya Rivero

Northeast Regional Manager

Joyceline Ojeda

Regional Property Manager

Joyceline is a NJ Licensed REALTOR® and Regional Property Manager for SELA . Joyceline launched her real estate career with SELA Properties in 2009 and primarily covers part of the Western / North Eastern region. Featuring 18 years of senior management experience, having studied Business Administration in college, she applies strong business acumen along with leadership talents to the team.

Joyceline works closely with the senior level team.
She oversees partial of the firm’s property portfolio and will soon to be handling operations in the Florida region where firm has recently opened market in 2020. She has been with SELA since 2008 and has over 11 years of industry experience, including Leasing, Project Management, Resident Relations, On-Site Management, Negotiations and Multi-site Management for conventional Project-Based Section 8 properties.

Joyceline holds designation of Certified Occupancy Specialist for Fair Housing / HUD occupancy. A member of the NATIONAL ASSOCIATION OF REALTORS® since 2015 along with her strong work ethic, devotion and passion for the real estate industry, she continues to create lasting business relationships with all of her clients. Born and raised in New Jersey, her philosophy is to treat her residents and clients with the absolute best service to ensure their goals and needs are met. She is committed to excellence and to helping the company reach new heights.