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Professionals makes tactical head office appointment

17 April 2019 Tim Neary

Professionals Real Estate Group has made a head office appointment to its tactical leadership team, as it continues to position itself for growth amid changing market conditions.

Alex Whitfield has been recruited as the group’s head of marketing.

CEO David Crombie said that building the internal team will allow the group to deliver higher levels of services nationally.

He said that Mr Whitfield will be tasked with developing the Professionals value proposition, digital acceleration and strategic partnerships.


“Alex has worked in strategic marketing and business development for over a decade and specialises in brand activation, lead generation and customer experience design,” Mr Crombie said.

“His visible work within the not-for-profit sector saw him broker the largest arts sponsorship contract in Australia at Opera Australia and rais[e] the profile of Australia-Israel Chamber of Commerce through strategic relationships across corporate, government and academia.
“As the head of client engagement for Knight Frank, Alex managed the firm’s top 20 institutional clients and coordinated some of the firm’s more high-profile pitches like the $170 million Parramatta Justice Precinct.”

Professionals has been noticeably active since Mr Crombie took over as CEO in July 2018.

Most recently, it opened two new offices in regional NSW. Professionals Bonny Hills and Professionals Wauchope opened in quick succession, both operated by Jon and Sharon Slater.


These two offices followed the opening of eight new Professionals offices in the past year.

Mr Crombie said that the network’s growth showed the attractiveness of the Professionals brand.

“Professionals Group Australia continues to grow its agency network, aided by its unique membership model,” he said.

“Our membership network is different to a franchise system because it allows members to access support through a suite of tools and services. Members have greater autonomy to drive their business forward.”

In February, Mr Crombie appointed Ken Cheeseman to the position of national network executive.

He said that Mr Cheeseman would be a direct report of his and would take on a national responsibility.

“Ken, as our new national network executive, will provide support and advice to the group’s business development team across Australia as well as drive the growth targets from a national prospective.”

Professionals makes tactical head office appointment
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