Oreana invests in brand reputation with the appointment of strategic leader Kate Aston

As we embark on taking even bigger leaps towards achieving long-term growth over the coming years, Oreana is pleased to welcome sales, marketing and communications expert, Kate Aston to further build our brand in market and transform our approach to how we position ourselves to our people, industry, media, government and our customers.

With over 14 years’ experience in leadership roles, Kate has worked across several industries including politics, health, not-for-profit, automotive and more recently, property.

Formerly a consultant, Kate has also held lead roles for development businesses including Peet, AVID Property Group and Wel.Co, recently joining the Oreana team as Director of Marketing, Communications and Sales.

With experience in the South Australian, Queensland and Victorian markets, in her career Kate has led teams responsible for bringing to market several game-changing projects, including the launch of Peet’s Tonsley Village, relaunch of Peet’s landmark Flagstone development and AVID Property Group’s Covella development, as well as a major review of Villaworld’s built-form.

Passionate about how brand can drive development outcomes and ultimately build business, Kate is focused on building Oreana’s brand further in market as we continue to grow our already ambitious pipeline across land, medium density housing, commercial and childcare.

“A good brand is one that is not simply about a visual identity but one that goes further to inform the strategy of the business or place,” she said.

“A truly authentic brand will position a business to stand for something and will help tell a compelling narrative, whilst ultimately providing guidance on how a team should undertake business day-to-day.”

Kate is equally enthusiastic about property development and more specifically, how a successful development business can stretch far beyond just delivering land and built-form.   

“Oreana is the epitome of a property development business; it’s an entrepreneurial team already executing on far more than just its core capability,” she said.

With a strong female workforce, we are excited to welcome Kate to the executive team as our first female leader, where she will champion Oreana and all that we stand for.

“It is truly exciting to have Kate join the team to help position Oreana for growth,” Oreana Managing Director Tony Sass said.

“Kate is an industry professional with such extensive experience within the property sector and beyond, and has already made a positive impact in her first weeks in our team.”

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