We are pleased to announce the appointment of Sarah Willoughby-Parsons as Head of Asset Management, in a new role for the business. Sarah brings with her over a decade of experience in asset and operational management across the residential living sector and will play a pivotal role in shaping HUB’s next phase of growth. At HUB, Sarah will spearhead the creation of a new asset management function, aligning with our evolving strategy to deliver long-term value across its growing £3bn portfolio. Her appointment marks a significant step in our ambition to expand its capabilities and builds on the momentum of recent strategic hires for the business, including Ty Turner, who joined last year as Head of Investor Relations.

Sarah joins usfrom Ridgeback Group, where she directed the asset management functions of their BTR portfolio. Prior to Ridgeback, Sarah held a Portfolio Director role at Savills, where she led teams delivering operational management services for clients including The Wellcome Trust and Dorrington.

One of Sarah’s first projects will be appointing an operating partner for Shore Station, HUB’s student-living scheme in Edinburgh, in partnership with Bridges Fund Management and HGP. The project, due to complete ahead of the 2027/28 academic year, will be the largest single-site student-living scheme in the Scottish capital.

More broadly, Sarah’s role will focus on maximising value for investors from HUB’s active projects across BTR, co-living, student-living, and apart-hotels. In leading the development of the company’s asset management strategy, Sarah will assemble an in-house team and establish a framework of preferred partners.

Robert Sloss, Founder and CEO of HUB, said “This appointment marks a step-change for HUB - broadening our capabilities, meeting investor demand, and reinforcing our long-term commitment to delivering excellence across the full lifecycle of our projects. Sarah’s deep expertise in asset management and operational strategy within the living sectors will be instrumental in guiding us forward at a defining moment in our growth journey and this appointment is a natural next step for the business. Building on our strong foundation in commercial asset management, Sarah’s experience directly supports immediate priorities such as our Shore Station site, while also unlocking new opportunities for future partnerships. We’re delighted to welcome Sarah to the team.”

Sarah Willoughby-Parsons added: “I’m delighted to be joining HUB at such an exciting time. HUB already has a long-established commitment to delivering innovative, next-generation schemes which positively impact communities, and I am looking forward to continuing this commitment to market-leading excellence as we expand our operational portfolio.”

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