Name: Alice Gregory
Job title: Senior marketing and PR manager, Native Land
What I do: I lead on marketing and PR across all Native Land’s projects, as well as for the corporate side of the business. My role also encompasses placemaking, events – both UK and overseas – and working closely with in-house sales team and appointed agents. Being a premium mixed-use developer and working across retail, residential and commercial projects, I feel very fortunate that my role provides me with such variety in the day to day.
Why I got into the property industry: I am a very inquisitive person, which means I really enjoy meeting new people and making human connections – which lends itself well to marketing and PR. Moreover, I like to understand the way in which people live and what’s important to them – the “who, what, where, why” is always at the forefront of what I do. This rhetoric can be applied across all property sectors, from retail to commercial. I am also very creative and have a passion for interior design so I thoroughly enjoy seeing Native Land’s project concepts develop and come to life.
How I did it: By always listening to what’s going on around me, taking that knowledge and educating myself. In marketing and PR, it’s so important to have your finger on pulse of what’s happening in London. The London property market is ever changing, so you have to keep up!
My first proper job: Was at Christie’s Auction House in St James’s in client services. It was an inspiring place to start my career thanks to its history and heritage.
My first big break: I don’t believe in one single opportunity that catapults your career. Every situation presents an opportunity or a connection to be made. However, my own path changed when I was offered a new role within Brockton’s marketing team, from a support role at the business. It was over a decade ago now, but it’s something I am incredibly grateful for to this day.
My inspiration(s): Women who do it all – successful career, friends, a happy family, workouts and holidays.
The biggest challenge I’ve encountered to date: The launch of Opus, Native Land’s prime residential development in London’s Bankside Yards. A multitude of elements needed to be balanced; opening a sales gallery, coordinating a 500+ guest event, several digital strategies, plus overseas sales trips across six Asia centres – all within a short time frame. It was a herculean effort by all, but one that people still talk about a year on!
My greatest achievement/proudest moment to date: Experiencing the Opus launch party come together perfectly in May 2025 – it’s a moment I will never forget.
The biggest misconception people have about the property industry: “If the property is good, it will sell itself.” The London market is challenging and buyers are unpredictable. You have to be agile to its twists and turns, keeping any marketing campaigns fresh and exciting. It is very easy to follow the same old routine in real estate as there are certain strategies that work, but I truly believe in pushing technology, imagery, and messaging in order to be memorable.
My biggest bugbear about the industry/the one thing I would change about the industry: This is less about the industry and more about my role within it. AI is proving to be transformative. There’s such an opportunity here to introduce better AI tools to review documents and summarise feedback from various people to provide a more streamlined process when a number of parties are working together on a campaign.
Why I’m so passionate about DE&I: More and more we are seeing a trade-up in expected gender for traditional property roles. However, women still remain under-represented in senior leadership roles. Recent UK industry data shows that while women make up around 52% of all property roles, they account for about 42% of board-level positions and a smaller share of senior management roles.
Where I’d like to be in five years’ time career-wise: I consider myself to be an ambitious person. I am always striving to improve and learn so I hope to be climbing up the career ladder! I would also want to continue to grow my expertise in sectors that are new and less known – for example, AI.
Who I’d invite, living or dead, to a dinner party: Kelly Wearstler because she’s my interior design dream, Jason Atherton for a healthy meal (I love his menu at Pillar Kitchen) and Dua Lipa.
What I do in my downtime: Reading, Pilates and eating out – London’s food scene is unmatched, so I love trying out new restaurants
The job I’d be doing if I was not doing this: I would be a full-time pilates instructor. I qualified in 2025 and am starting to pick up teaching alongside my full-time job. I love the sense of calm, strength and balance it provides.
My advice for someone just starting out: Put yourself out there, network, attend events, say yes and put in the hours. It pays off.
My motto/mantra: Slow down and take a breath.
