JENNIFER COOK
Non Executive Director
Independent Non Executive Director ASX 200
BBus | MBA | PAMI |GAICD
PROJECT: QUAY QUARTER SYDNEY
Client: AMP Capital
In 2016, Jennifer was engaged by AMP Capital Real Estate to develop a place vision, strategy and activation plan for the $3bn Quay Quarter Sydney mixed-use – residential, office and retail within in a high profile heritage context - development. The brief was to ensure the project would meet the needs of diverse audiences and that a large project team was aligned to a single compelling vision.
Jennifer was the place strategist on this project for six years and also developed the place experience vision and strategy for the refurbishment of heritage-listed 33 Alfred Street.
Outcomes
• A strong and cohesive place vision that still guides the property management team today
• Clear alignment to the needs of place audiences attracts visitation in challenging times
• Attracted premium foundation tenants and retailers
• Place development vision seamlessly translated into place management and activation strategy
• Strong government agency support
• Secured $300,000+ City of Sydney grant funding for public programming initiatives at launch
• Multiple global award-winning project.
PROJECT: RUNDLE MALL, ADELAIDE
Client: Adelaide Economic Development Agency (AEDA)
For Jennifer – who ran the marketing and activation of one of Australia’s highest performing Malls, Queen Street Brisbane for five years – this was the perfect project. She developed a future-focused place vision and strategy to refresh the Rundle Mall masterplan to support its transformation from a shopping-led to an experience-led destination.
This work was informed by an extensive research and stakeholder engagement program, gathering big data insights into behavioural patterns, competing destinations and a deep dive into values, aspirations and attitudes surrounding Australia’s oldest and largest pedestrian mall precinct and it’s under-utilised laneways and plethora of heritage assets.Outcomes
AEDA was able to derive immediate value from the research, engaging stakeholders, attracting investment and new flagship retailers.Since this work was conducted the client has made very significant progress in bringing the vision to life, repositioning the mall and setting it up for the future, announcing investments in major new entertainment offers, new flagships and a new luxury precinct following this work.
PROJECT: WESTERN HARBOUR CULTURAL INFRASTRUCTURE STRATEGY
Client: New Sydney Waterfront Co
In 2023 Jennifer was commissioned by Australia’s first Business Improvement District the New Sydney Waterfront Company to conduct a cultural infrastructure study, in partnership with Sydney Fringe, to determine the potential for culture to drive place success for the Western Harbour. Precinct asset holders and managers making a combined $15 billion development investment over the next 10 years and the importance of a coordinated approach was well understood.
Together they conducted over two dozen interviews with precinct leaders and CEOs, visited and analysed twelve sub-precincts (from Walsh Bay to the new Sydney Fish Market site), conducted infrastructure audits and developed a cultural activation framework and overlay experience briefs for the site.
In partnership with the Sydney Fringe Festival, a programming feasibility study was developed, to test the precinct's potential to host new major festivals and destination attraction events.Outcomes
Whilst the outcomes of this work are still being explored, the client now has positive evidence and a framework with which to engage the government on funding and investment in public space infrastructure and programming and align private sector stakeholders to a clear direction.
PROJECT: PACIFIC FAIR, GOLD COAST
Client: AMP Capital Real Estate
Jennifer worked on the $800m Pacific Fair redevelopment from project since 2008. A Coast icon recognised as the Gold Coast’s high street, nationally and internationally, the brief was to transform a tired outdated shopping centre into a world class leisure destination for visitors and a place locals could again be proud to call their own.Outcomes
• A bold and transformational place vision that gave investors confidence to almost double the funding for the redevelopment project to realise its potential
• Clear alignment to the needs of place audiences to recover substantial lost local marketshare and place advocacy
• Attracted premium foundation tenants and retailers
• A multi award winning destination that has grown marketshare and spend to pass the $1billion in annual sales for the first time in 2023. In 2024 it ranked 4th and 6th for specialty sales and total turnover respectively in the annual Shopping Centre News Big Guns ranking.Image: AMP Capital
PROJECT: KARRINYUP CENTRE, PERTH
Client: AMP Capital Real Estate
Jennifer worked on the $800m Karrinyup redevelopment from 2016 to completion in 2021. A much locally-loved centre (despite not meeting the aspirations of a well-heeled customer) the brief was to take a big leap forward in terms of proposition and offer, ready the centre to capitalise on future surrounding residential development and expand trade area reach.Outcomes
• An aspirational well-evidenced place vision to give investors confidence to fund the redevelopment project
• Greatly improved alignment to local needs and lifestyle, particularly the dining offer. Once limited to an aged food court, it now attracts the attention of national restaurant reviewers.
Greater market reach and an expanded trade area, pulling recreationally-led shoppers from competitors' trade areas for shopping, food and entertainment.
• Attracted premium foundation tenants and retailers
• Supported the approval of medium-density residential alongside the retail centre.Image: AMP Capital
Jennifer cook strategy
Jennifer is an expert place strategist and retail and mixed use place experience leader. Her unique skillset developed over 25 years in mixed-use and retail development and asset management, leading major events and festivals, arts, culture and tourism, sets her apart as a creative and innovative thinker who knows what it takes to deliver on the ground.
She specialises in research-based, customer-centric strategies that drive performance, lessen asset risk, grow community advocacy and translate into tangible competitive advantage.Jennifer has developed the place vision and strategy for many industry-leading retail and mixed use developments, including Quay Quarter Sydney, Pacific Fair, Macquarie Centre, Marrickville Metro, Karrinyup Centre, Joondalup Centre, Rundle Mall, Southgate Melbourne (future), Cockle Bay Park (future), the Entertainment Quarter (future) and many more.
BOARD APPOINTMENTS
JULY 2021 - PRESENTNON-EXECUTIVE DIRECTOR, CENTURIA PROPERTY FUND NO.2 LTD
Responsible entity for ASX-listed Centuria Industrial REIT (ASX200:CIP), Centuria Healthcare Property Fund and other unlisted funds.
CIP is Australia’s largest domestic pure-play industrial property investment fund included in the S&P/ASX200 Index and FTSE EPRA Nareit Global Developer Index with a $3.9bn portfolio.- Audit and Risk committee, Attendee
NOV 2022 – PRESENTINDEPENDENT NON-EXECUTIVE DIRECTOR, SURF LIFESAVING AUSTRALIA NATIONAL BOARD
With 194,000 members and 314 affiliated Surf Life Saving clubs, Surf Life Saving Australia is Australia's largest volunteer and emergency service—one of Australia’s top five most trusted charity brands (Reptrak 2023).- Audit and Risk Committee, Member
- Nominations Committee, Member
APRIL 2019 - PRESENTADVISORY BOARD MEMBER, VENNU PTY LTD
Proptech start-up business aiming to transform the online marketplace for use of community space.
CAREER
I am a Non-Executive Director with deep experience in property asset management and development, B2B and B2C market strategy, stakeholder engagement and partnerships, and customer-focused innovation. With broad leadership experience gained across multiple property asset classes, tourism, retail, professional services, telecommunications and education, I bring a diverse, future-focused skillset to the boardroom table.My current Non-Executive Director roles are in complex, constantly changing environments with diverse stakeholder viewpoints and complex, evolving regulatory obligations. Boards benefit from my strategic mindset, ability to identify and mitigate potential reputational issues, success in creating a positive organisational culture, highly diverse cross-sectoral experience in listed, private and family-owned, government-owned, for-purpose and membership organisations and the resulting ability to connect and work effectively with a wide range of stakeholders.I offer contemporary and progressive insights on strategy, advanced strategic planning skills, and a practical understanding of social, technological, cultural and consumer issues and themes and their implications, opportunities and challenges for businesses.I have held strategic executive and leadership roles with ASX-listed and Fortune 500 companies, government-owned corporations, and for-purpose and entrepreneurial private family-owned companies with international commercial and cross-cultural experience working in Europe, North, South and Central America and Asia.
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