JENNIFER COOK
BBus MBA GAICD
Chair | Non-Executive Director
ASX 200 (ASX:CIP) | Property | Asset Management | Emergency Services | Sport
Commercial Property Strategy Advisor
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 to attract 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.Image: Aspect Studios
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.Image: AEDA
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: WALSH BAY COMMUNITY IMPROVEMENT DISTRICT PILOT
Client: Walsh Bay Precinct Association
n 2024-25, NSW Transport conducted a pilot study to test the implementation of Community Improvement Districts as a model for business-driven precinct improvement. The Walsh Bay Precinct Association commissioned Jennifer to design and deliver a community and government engagement strategy, develop a place vision, strategy and plan for the revitalisation of Walsh Bay.She also conducted a place governance review to assess the existing place governance framework, conducted financial modelling and feasibility testing, and made recommendations as to future strategic pathways for the precinct. Assisting with government advocacy on new Vibrancy Reforms and Special Entertainment Precinct legislation as an extension to the brief.Outcomes
• Alignment between retail businesses, residents and government on a vision for Walsh Bay
• A strategy to attract retail investment
• An engagement tool and business case for further government investment
• Helped shape the Community Improvement Districts bill passed into legislation in early 2025.Image: WBPA
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 and passed $1bn in annual sales for the first time in 2025.Image: AMP Capital
PROJECT: NEWCASTLE QUAY, NEWCASTLE
Client: DOMA Group
Jennifer Cook Strategy was part of the successful bid team, led by DOMA Group, chosen to deliver a new masterplan for Newcastle Quay (formerly Honeysuckle HQ) by the Hunter and Central Coast Development Corporation (HCCDC).As part of DOMA’s masterplan response, Jennifer led development of the place vision, place strategy, place management plan, placemaking design plan and activation plan for the precinct. She also oversaw delivery of community engagement and social equity planning, conducted by Amplifier Collective, to shape a strategic approach which responded directly to the future needs and aspirations of Novocastrians and visitors to the city.Together, this work brought place strategy, engagement, and social impact into a more integrated precinct proposition and informed the evolving masterplan. The client was chosen to deliver the project in early 2026, and among all submissions, theirs scored highest for the quality of the place strategy.Image: SJB
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 skill set, developed over 25 years in mixed-use and retail development and asset management, and in leading major events, 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 place visions, strategies and performance improvement plans for many industry-leading precincts, retail and mixed use developments, including Quay Quarter Sydney, Newcastle Quay, Walsh Bay, Pacific Fair, Macquarie Centre, The Galeries, Marrickville Metro, Karrinyup Centre, Joondalup Centre, Rundle Mall, Gungahlin 2030 (future), Southgate Melbourne (future), Cockle Bay Park (future), the Entertainment Quarter (future) and many more.
BOARD APPOINTMENTS
NON-EXECUTIVE DIRECTOR, CENTURIA PROPERTY FUNDS NO.2 LTD
JULY 2021 - PRESENTDirect real estate investment management across industrial, healthcare, retail, office and data centres, with a $5.2bn+ direct asset portfolio. Responsible entity board for ASX200-listed Centuria Industrial REIT (ASX:CIP). ASIC and APRA regulated.
NON-EXECUTIVE DIRECTOR, ARROW PRIMARY INFRASTRUCTURE FUND
NOV 2025 - PRESENTPart of the Centuria Capital Group, overseeing a diverse $444m+ portfolio of 22 major agricultural assets across regional Australia.
SURF LIFESAVING AUSTRALIA (NATIONAL)
AUGUST 2025 - NOVEMBER 2025
INTERIM BOARD CHAIRElected as Interim Chair, the first female and first Independent Chair of SLSA since Federation in 1907.NOVEMBER 2022 – PRESENT
INDEPENDENT NON-EXECUTIVE DIRECTORAustralia's largest volunteer emergency service; ranked equal first for Australia’s most trusted charity (RepTrak 2026). Over 215,000 members, 315 clubs, and combined state and federal annual revenues exceeding $500 million. Annual direct community value calculated at over $9 billion in 2025. ACNC regulated.Finance, Audit and Risk Committee, Member
Nominations Committee, Chair
OCTOBER 2025 - PRESENT
AUSTRALIAN INSTITUTE OF COMPANY DIRECTORS (AICD) NSW DIVISION COUNCIL
APRIL 2019 - AUGUST 2024
ADVISORY 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.Independent NED and Chair experience across property, listed investment and asset management, NFP 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 Management and Marketing.
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