Head of Frost* Place
Cat has spent 30 years at the forefront of cities and places, with leading roles in urban affairs and infrastructure, before joining Frost in 2001. A skilled and experienced strategist, Cat is passionate about uncovering genuine truths that give places and organisations creative direction and meaning. She is a respected expert on place, destination and company branding and speaks regularly at conferences on the subject. Cat’s experience includes many of Australia’s most transformational commercial and mixed use developments, including Quay Quarter, South Eveleigh, Grosevnor Place, 60 Martin Place, Astra Aerolab in Newcastle, as well as Seoul International Finance Centre, Pearl River Tower in China, Commercial Bay in Auckland and other international projects. Cat has also led the successful positioning and marketing of many flagship residential projects including Central Park, Green Square, Loftus Lane, The Paper Mill on Georges River, Discovery Point and Darwin Waterfront. She has repositioned entire destinations, helping places such as Redfern, Broken Hill, North Sydney, Canterbury-Bankstown and Sutherland Shire succeed by changing their brand reputation. Specialising in developer and corporate brands, Cat has also steered the successful positioning of leading companies including John Holland, Charter Hall, Frasers Property, Coronation Property and Ethos Urban. Since 2019 Cat has led the Frost Place team, a group of creative and strategic experts who are focused on marketing innovation and effectiveness in the place and property sector.