Name: Greg Hutcheson
Job title: Brand and marketing manager, The Langham Estate
What I do: I wear two hats. I lead marketing for The Langham Estate, which occupies 11.3 acres in Fitzrovia and has been part of the area for over 100 years, with the last 30 under its current ownership, and Fitzrovia Quarter, our place brand, which celebrates what makes this corner of London unique. What I enjoy most is seeing the full picture – from a business first enquiring about space, to welcoming them into the neighbourhood and helping them become part of the wider Fitzrovia Quarter community.
Why I got into the property industry: I’ve always been interested in places and the built environment, and growing up between Jakarta and Australia really shaped that. I started out studying a bachelor of environments at the University of Melbourne, before moving into marketing at RMIT University. Moving to London is really what brought all of that together, and now in property marketing, it feels like the perfect mix of creativity and working with real, physical places.
How I did it: Places and property have always interested me, and combined with my education in marketing, it now makes sense why I do what I do. How I did that though wasn’t linear – I first explored my wider personal interests in a professional context to get a better sense of what I wanted to pursue long-term.
Along the way, I also learned more about what I’m good at, which isn’t always exactly the same as what I’m initially drawn to. That has helped me find the sweet spot where my interests and skills overlap, and that’s where my work sits today. I feel quite lucky to have found that alignment.
My first proper job: Fresh out of university, I moved to Sydney and worked agency side in marketing and PR through internships, supporting some of the world’s leading consumer brands in beauty and fashion.
My first big break: My first retail sales job. It gave me an early understanding of consumer behaviour and how people connect with brands and storytelling.
My inspiration(s): London is a constant source of inspiration for me. I’m always discovering new places and neighbourhoods, which feeds into how I think about places and my work. The history, scale and diversity make it endlessly interesting. Every area has its own distinct feel and it really is a city of villages.
The biggest challenge I’ve encountered to date:The biggest challenge I’ve encountered so far has been learning to move between very different audiences and sectors and adapt how I think and communicate depending on the context. It’s made me a stronger marketer.
My greatest achievement/proudest moment to date: My proudest moment to date is the work I’ve been involved in at The Langham Estate and Fitzrovia Quarter. I joined at a pivotal time for the business, and for the wider area, and being part of the launch and ongoing development of the Fitzrovia Quarter place brand has been particularly rewarding, especially at a time when there has been real investment into improving the offer for both office occupiers and ground floor operators. Fitzrovia Quarter is having a real moment, evolving from its historic rag trade roots into a new London destination, and it’s been a real highlight to be part of it.
The biggest misconception people have about the property industry: I think people often assume property is just about deals. While that’s obviously a big part of it, what often gets overlooked is what happens once occupiers move in. For office occupiers, it’s how they experience not just their space, but the wider place around them. For retail occupiers, it’s how we support them to succeed and how they become part of the wider neighbourhood.
My biggest bugbear about the industry/the one thing I would change about the industry: Not a bugbear as such, but I do think parts of the property industry could benefit from looking outside itself a bit more. I take inspiration from a lot of different places such as design, hospitality and culture, and I think that broader perspective helps bring fresh thinking into the sector.
Why I’m so passionate about DE&I: I’ve always found that the best work happens when you’re surrounded by different perspectives. I’ve seen that across different places and roles, and it’s something I’ve always valued.
Where I’d like to be in five years’ time career-wise: In five years’ time, I’d love to still be working on London neighbourhoods and places, continuing to build on my interest in how they evolve and what makes them distinctive. I’d also hope Fitzrovia Quarter has become one of the most exciting destinations in central London, and that I’ve been part of that journey.
Who I’d invite, living or dead, to a dinner party: Serena Williams. Beyond being one of the greats, you want someone who brings energy to the table and can hold her own across lots of different topics. She’s incredibly driven and accomplished but also has real personality and ease.
What I do in my downtime: Walking through green space is something I really value. Hampstead Heath is local to me, so I feel very lucky to have it nearby and try to spend as much time there as I can.
The job I’d be doing if I was not doing this: Probably something in interiors or design. I’ve always been interested in it, and I love how a well-designed interior can completely change how a space feels. I also love hospitality and how places can completely transport you.
My advice for someone just starting out: My advice would be not to specialise too early. I think there’s a tendency to feel like you need to define everything quite quickly, but in reality it’s more valuable to stay open, try different things, and let your interests and strengths develop over time.
My motto/mantra: Stay curious and keep going.
