Housebuilding group untypical has appointed Heike O’Leary as its new Chief Sales and Marketing Officer (CSMO) following the recent launch of the company, which unites the Tilia Homes and Hopkins Homes brands under a single umbrella. The group, owned by the Hands Family Office and managed by European investment firm Terra Firma, is setting ambitious goals to stand out in the UK housebuilding sector. O’Leary’s extensive background in brand transformation is expected to play a pivotal role in this effort.
With a career spanning roles at some of the world’s leading organisati ons, O’Leary has built a reputation for driving business growth and brand value across both in-house and agency settings. Her experience includes positions such as Group Marketing Director for Lookers PLC, Brand Strategy Partner at 20.20 Consulting, and Brand Marketing Director for adidas Golf. Her most recent role was as Chief Marketing Officer for Haines Watts, with additional responsibilities as European Business Development and Marketing Vice Chair for GGI Global Alliance since 2023.
O’Leary expressed enthusiasm about her new role, noting that joining untypical at this stage presents an exciting opportunity. She aims to enhance the company’s customer-centred approach, leveraging her experience in team development and brand building. Her focus will be on sustainable brand equity, ensuring results that align with untypical’s budget and customer-centric goals.
Chris Severson, Chairman at untypical, highlighted O’Leary’s appointment as a notable milestone, marking her as the first non-housebuilding sector leader on the company’s executive team. He believes her arrival signals an important shift for untypical, which is working to redefine the industry through innovative strategies. Severson added that O’Leary’s expertise in collaborative cultures, digital channels, and enhancing customer experiences will be instrumental as untypical moves forward with its vision for market transformation.
In addition to her new role, O’Leary, who is bilingual in English and German, is an active member of the Global GGI Women in Leadership practice groups, underscoring her commitment to leadership and empowerment in the business world.
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