JENNIFER COOK
BBus MBA GAICD PAMI
Non-Executive Director
ASX 200 (ASX:CIP) | Property | Investment Management | Emergency Services | Sport
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, Walsh Bay, Pacific Fair, Macquarie Centre, The Galeries, 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 FUNDS NO.2 LTD
Property funds and investment management across industrial,
healthcare, office, data centres and retail with a $4.7bn+ direct
property portfolio.
Responsible entity for ASX200-listed Centuria Industrial REIT
(ASX:CIP), Australia’s largest pureplay listed industrial real
estate fund and numerous unlisted funds.- Audit and Risk committee, Attendee
NOV 2022 – PRESENTINDEPENDENT NON-EXECUTIVE DIRECTOR, SURF LIFESAVING AUSTRALIA NATIONAL BOARD
Australia's largest volunteer emergency service has over 200,000 members, 315 clubs, and annual revenues exceeding $105 million.
SLSA is the second most trusted charity brand in the nation
(Reptrak 2024) and leads globally in water safety practices and
evidence-based innovation. It also delivers multiple major annual
sporting events, and a growing Foundation and lottery program.- Finance, Audit and Risk Committee, Member
- Nominations Committee, Chair
APRIL 2019 - AUGUST 2024ADVISORY BOARD MEMBER, VENNU PTY LTD
Proptech early stage business transforming the digital marketplace for community space hire and building resilience in the for-purpose sector.
CAREER
ASX200 Non-Executive Director with a track record of successful customer-focused business transformations, a respected and multi-award-winning authority in the property sector and an accomplished strategy professional.Brings a broad future-focused mindset to governance, with deep skills in strategy, design thinking and stakeholder engagement.Board experience across property, listed investment and asset management, emergency services and sport.A brand, marketing and customer strategy professional for over 25 years, including 11 years at AMP Capital Real Estate in national leadership and advisory roles across a $10bn Australian and New Zealand asset portfolio.A Graduate of the Australian Institute of Company Directors, with an MBA and a Bachelor of Business.
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