intu brings together placemaking expertise to drive transformation

intu Lakeside leisure extension

intu has brought its development, asset management, operations, marketing and commercialisation teams into one directorate to drive forward the transformation of its centres.

The new customer performance directorate brings together intu’s expertise in placemaking to transform its portfolio of popular destinations with new enhancements and activities that will improve footfall, dwell time and rental performance, including more leisure attractions, experiences and mixed-used spaces such as homes, offices and hotels.

It has been created as part of intu’s five-year strategy, announced last year, which will simplify, enhance and drive efficiency across the business. intu’s former development director Martin Breeden, who has worked for intu since 2002 and led the recent transformational extensions of intu Lakeside and intu Watford, is heading up the new team as centre performance director.

Martin Breeden, centre performance director at intu, said: “An important part of intu’s five-year strategy is to drive the transformation of our centres into spaces where people continue to love to be and by simplifying our structure, we have brought together key teams from across the business to focus on increasing footfall and dwell time in new and innovative ways.

“intu already owns many of the country’s most popular destinations and we have always concentrated on creating compelling day-out destinations for our visitors to enjoy. The new centre performance directorate gives us the opportunity to utilise our combined expertise and creativity to make our spaces even better places to visit, with new events, design enhancements and brands.”

Matthew Roberts, chief executive at intu, said: “To be in the best position possible to deliver intu’s strategy, we need to have the right structures and skills in place. I am delighted that Martin Breeden will lead intu’s new centre performance team.”

Gavin Prior has also been promoted from centre director to operations director at intu following the retirement of Gordon McKinnon, who previously held this role, at the end of last year.

Trevor Pereira, intu’s former commercial and digital director and Julian Wilkinson, previously asset management director at intu, have both left the business as part of the restructure.