Name: Karen Baines
Job title: Marketing director, The Crown Estate
What I do: I am responsible for the implementation and delivery of the new marketing strategy across the London and regional portfolios for The Crown Estate. The strategy aims to increase revenue, drive footfall, increase consumer engagement within our areas, and attract new commercial and lifestyle brands to our exciting destinations. This entire strategy aims to support The Crown Estate’s purpose; to create lasting and shared prosperity for the nation.
Why I got into the property industry: I wanted to play an integral role in helping to shape destinations where people want to be and spend time in. To work in marketing and be a ‘storyteller’ is an amazing role to have in the property world; giving me the creative freedom to attract people to enjoy destinations that have been curated, whether that be to visit, to work, to live or to play.
How I did it: I joined Shaftesbury as group marketing and communications director. The company owned Carnaby, Chinatown, Fitzrovia, Soho and Seven Dials – one of the best playgrounds for a marketer to market! Shaftesbury was innovative, creative and always willing to try new initiatives.
My first proper job: Before marketing, I worked for BAA as a supply chain manager. I find airports to be fascinating places to work from a people perspective, because they are diverse and multifaceted environments with an ever-changing landscape.
My first big break: It has to be working for Heart of London Business Alliance, a business improvement district (BID) in London’s West End. This was my first permanent role in the West End, leading the marketing and communications function, achieving successful renewal ballots and establishing the first property owner BID in London. To start working in the West End was magical; I loved the energy, the buzz and how it has many varied parts to it, which come all together in a colourful, rich tapestry – diverse and inclusive.
My inspiration(s): I have a lot of admiration and inspiration for people who value integrity, are genuinely emotionally intelligent, kind, hardworking and determined. I am lucky to have friends, family, and colleagues who have these inspiring traits.
The biggest challenge I’ve encountered to date: Like most people, I found the pandemic an extreme challenge both professionally and personally. From a professional perspective, trying to navigate the ever-changing landscape was a consistent challenge. Supporting and protecting our occupiers and teams was fundamentally the main goal, and I am proud to have been involved in ensuring we were able to do this.
My greatest achievement/proudest moment to date: While I was at HOLBA I headed up the ‘Piccadilly Big Jubilee Street Party’ to celebrate the Queen’s Diamond Jubilee in 2012; this was the first time Piccadilly had ever been closed to traffic and we had a huge picnic table the length of the street for visitors to enjoy their lunch at, and lots of street activations from local businesses. We listened to live music before the big screens displayed the river pageant, and were joined by members of the royal household who surprised the public with a visit.
The biggest misconception people have about the property industry: ‘It’s a sector whereby every role is only focused on the buildings and that it is dull and boring’. There are so many opportunities within the sector from place curating, leasing, sustainability, data, technology, finance, marketing, brand, communications – not to mention the significant marine portfolio we have at The Crown Estate.
My biggest bugbear about the industry/the one thing I would change about the industry: We should be doing more to educate the younger generation about the incredible opportunities within this sector, and the different career routes into the industry.
Why I’m so passionate about DE&I: It’s paramount to ensure we have different perspectives and balance. Whenever I’ve recruited it has always been important for me to have a diverse team. We need DE&I to ensure we don’t rest on our laurels but continue to innovative and move forwards. At The Crown Estate, we involve people impacted by our work and actively seek perspectives from diverse groups of people.
Why I’m so passionate about ESG: We must focus on acting now, to protect our planet and create a better world for future generations. Collaboration will be essential in our success here, building strong communities to face the current issues.
Where I’d like to be in five years’ time career-wise: It might be a bit cliché, but I’d like to still be in a role which I enjoy, where I can make a difference and be creative; to be working for a company whose values are clear and meaningful.
Who I’d invite, living or dead, to a dinner party: I’d love to have a big dinner party with a real mix of guests: Audrey Hepburn, Marilyn Monroe, Prince, Judi Dench, Helen Mirren, Michelle Obama, Dawn French, will.i.am, Feddie Mercury and the late Queen Elizabeth II.
What I do in my downtime: I spend time with my family and friends, and we love food, so usually our social time revolves around eating! We love taking our dog for long walks across the fields around our home and caring for my Mum who has dementia.
The job I’d be doing if I was not doing this: I would love to run my own small boutique shop, filled with products which sparkle, or are bright neon colours!
My advice for someone just starting out: If you don’t know something, ask, and ask again until you understand – and always make sure you understand the context. Find someone who can be your mentor, who is a trusted source to help guide you on your path and can be your friendly critic.
My motto/mantra: Find time to pause and be in the moment, so you can consciously appreciate every minute. Life is for living – not a dress rehearsal.
