Joanna Russell is the General Manager – Retail Development at Frasers Property Australia, leading a team in acquiring land for both stand-alone and mixed-use retail developments, managing projects from conception to completion. Her property development career commenced with London-based real estate agency King Sturge & Co before she moved to CBRE in Australia, working across multiple asset classes. In 2010, she joined Coles as a Development Manager and was subsequently promoted to NSW State Property Manager, responsible for more than 250 stores and the delivery of its new store pipeline.
Joanna holds a BSc. (Hons) in Building Surveying and is a Member of the Royal Institute of Chartered Surveyors.
What’s the single biggest lesson you’ve learnt about leadership?
Strong, effective leadership requires flexibility and you need to be adaptable in the approach you take to different people and circumstances. It starts with understanding people and being able to adapt to manage different personalities and skill sets.
I’m not a micro manager. Instead, I take great care in fostering a culture of trust in the team. This means I can trust them to do what they do best. Leaders earn and show respect, give and accept support, are trustworthy and receive trust in return.
Being a leader also means knowing when and how to have fun, and enjoying the company of your colleagues.
What do you think is the most significant barrier to female leadership?
It’s a shame but it’s also true to say that some women have an inherent quality of low self-esteem. I believe there’s a widespread unwillingness among women to recognise and accept our own abilities and leadership qualities, which is a position that is unjustified. Of course, it’s difficult to simply implore people to have greater confidence. But we, as women, definitely need to acknowledge our own capabilities more.
Women offer different perspectives, a diversity of thought, a range of skills and the missing ingredient in many cases is the belief in ourselves to throw our hat in the ring to take on leadership positions. We must encourage each other more.
How do you manage balance in your life?
It’s a challenge, no doubt, and for me it’s always a work in progress. One rule I make sure I stick to is to be present when I’m at home with my family. This mindset has the added benefit of sharpening my focus when I’m at work.
Otherwise, having flexibility in your working arrangements helps. I’m fortunate that Frasers Property Australia offers the flexibility I need and this makes for a better culture and a better overall balance of work and home.
Best piece of advice you’ve ever received?
The best piece of advice I’ve received was from my colleague at Frasers Property, our Executive General Manager – Retail, Peri Macdonald. I knew I was joining an organisation that was progressive when Peri said to me: “Don’t be constrained. Don’t be limited by the rule book. Be empowered to try new things and think differently.”
It basically reinforced what our Retail team is about. As opposed to simply saying we’re innovative, we all have a mandate to actually strive for unprecedented outcomes that raise the bar. For instance, we are currently developing a concept we’re calling ‘fluid retail’ which will be a new concept for the industry.
What advice would you give to someone wanting to get into development?
There’s the basics: knowledge and passion. Constantly seek to further your education and be passionate about your potential to shape communities of the future and leave a positive legacy.
But I’d also suggest asking questions about the culture of an organisation when you’re investigating new employment opportunities. Culture should be apparent throughout any dealings you have with an organisation, starting with the interview.
The influence of an organisation’s culture cannot be overstated. It determines the success of the projects you’ll be working on as well as the satisfaction you’ll get from doing your job.
In your opinion, what qualities make a good Development Manager?
Having the right educational platform is important. It helps to have an understanding of the planning process, financial acumen, project management experience, stakeholder management skills and leadership skills.
Relationships are key so it helps to be approachable, understanding and firm as the situation requires.
It’s also good to be hungry to learn. If you have a constant hunger about the asset class you’re working in, you can better understand how it’s evolving, which helps ensure you, and your developments, remain current and can adapt to the future.
Which women inspire you and why?
There are many examples of inspirational women in the industry but on a personal note, I greatly admire Florence Broadhurst – now deceased Australian designer. Not just for her work, but also for her passion, creativity and tenacity. Hers is a tremendous and unique story. Over the years she created and ran many businesses, was not afraid to fail, believed in herself and then, in her late sixties, started the business she became famous for, creating stunning fabric prints which I love, and which decorate my own home.
How can women invest in themselves to support their career?
Firstly, in the pursuit of career success, I think it’s important for everyone not to neglect their own health and wellbeing. I’d also suggest actively seeking to grow your network, be involved in professional associations, take the opportunity to speak with like-minded peers. I love the fact I’ve made so many real friendships in the property industry and these are valuable at both a professional and personal level.
I’d also encourage women to face their demons. Identify the gaps in your knowledge or skills and then tackle them. By consciously addressing the areas in which you don’t naturally excel, you become a more rounded team member and person, and challenges become more exciting.
What’s your definition of ‘success’?
In my view, success is less a tangible outcome and more an intrinsic feeling of knowing, hand on heart, that you and the team have done the best possible job you can do.
Obviously, creating an asset that delivers for all stakeholders – the community, the customers, the team itself – is important. But only through a complete commitment to doing the best possible job is such an outcome likely, and true satisfaction for you and the team depends on this. This is success to me.
Do you have a favourite project?
I don’t like to play favourites! Right now, I am drawing real inspiration and a wealth of knowledge from the process we are undertaking to create a new retail town centre as part of our Mambourin community in Melbourne. It’s a true blank canvas site in an area set for significant growth, and with the approach we’re taking, we know that the retail we’re creating aligns with the growth in the area to come.
It’s been a fascinating and rewarding process working with council and other stakeholders, including the wider Frasers Property team, to integrate the retail with commercial space, civic uses, schools and libraries, residential homes and all the other components that must complement each other to create a truly connected town centre environment.
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