International real estate firm Hines has appointed Victoria Patterson as director of marketing and experience for Hines’ living operations in Europe.
Hines said that the appointment reflected its European expansion strategy in the sector, with a focus on the private rented sector (PRS) and purpose-built student accommodation (PBSA).
Tom Rix, managing director for Hines Europe living management, said: -We are delighted to welcome Victoria to the team – her skills in managing and developing residential living brands will help to ensure we deliver the very best experience for our residents as we expand our portfolio across Europe. This is another important step forward as we continue our growth in the living sector.'
Patterson joins Hines from Greystar, where she was senior director for global customer strategy, brand and digital marketing. Previously, she was senior director for marketing in Europe, before which she served as head of online communications EMEA at Colliers International.
Patterson said: 'I’m pleased to be joining Hines at such an exciting time of growth in the residential sector.
'Hines has an incredible depth of expertise, across all sectors and geographies, and I am looking forward to working alongside experts from across Europe as we continue to develop and expand our living offer.'
According to Hines, its HECF and HEVF funds both have significant pipelines of build to rent and residential projects, while 'aparto' - Hines’ student living brand - currently has 12 properties throughout the UK and Ireland with further projects under development in Milan and Barcelona.
In February 2020, Hines also announced the launch of a new €1.25 bn pan-European Living joint venture with QuadReal. The joint venture partnership will target BTR (build to rent) properties, student accommodation and serviced apartments across Europe and regional UK markets.
