Emma SwinnertonInternational Partner, EMEA Head Flexible Leasing Solutions, Cushman & Wakefield

    Cushman & Wakefield

    Emma has a wealth of ‘hands on’ experience in the Flexible Office space having been the Commercial Director for a Global Serviced Office/Co-working Operator at IWG/Spaces and more recently the Product Director at a Landlord with over 100 buildings in its portfolio at Bruntwood in Manchester.

    Emma owned and led the pilot and development of the Spaces proposition In London, New York, Melbourne and Sydney. This included the management of the Design & Build process, Go-To-Market plan, Sales strategy and delivery, Recruitment, Operations, Finance and Commercial Performance. The first site was delivered less than 5 months after business case approval and all 4 sites were delivered in less than 12 months. Performance at all sites exceeded business case targets and led to an early decision to rapidly scale the business. Emma was then instrumental in planning and driving the global rollout of the brand which has now opened over 100 locations in 29 countries in less than 3 years

    Subsequently Emma spent 9 months advising Bruntwood on the development and delivery of a differentiated product strategy with a key focus on flexible solutions including Meeting Rooms, Co-Working, Serviced and Managed offices. Emma was also a driving force behind the establishment of clear design principles which were also used to support an evolution of the customer experience.

    Emma is creating a new skill line at Cushman & Wakefield which is dedicated to the Flexible Office Sector. Emma is in a unique position to leverage her expertise and that of the wider Cushman business to offer strategic advice to landlords, operators, and investors on how best to adapt their business in a rapidly changing market place.

    In the last 6 months Emma has:

    • Designed a customer experience strategy and operational delivery program, for a new flexible workspace operation within a substantial London development site.
    • Undertaken a comprehensive review of a number of properties for an institutional investor which included a comparison of local economic and business demographics, building suitability, traditional and flexible market review and competitor analysis. 4 properties were then shortlisted and further detailed financial analysis was undertaken with the analysis and recommendations detailed in a full report.
    • Carried out a review of a flexible operator business model for a landlord considering leasing the entirety of a building to a flexible operator for the first time, responding to concerns over the longevity and sustainability of the flexible operator business model.


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