Transforming Real Estate Strategy and Workplace Culture

Recognizing Maria Russo-Fama’s extensive leadership and expertise in the construction and property industry, this exclusive feature offers invaluable insights into the evolving challenges of workplace strategy, real estate management, and the role of data analytics in optimizing space utilization.

With a focus on fostering collaboration, efficiency, and employee engagement, Russo-Fama discusses strategies for navigating industry trends, balancing cost with user experience, and the importance of adaptability in an ever-changing environment.

Professional Experience & Leadership at Cushman & Wakefield

I have dedicated over 25 years to the Construction and Property Industry, with a focus on project management, facilities management, workplace, and commercial fit-out design and construction. Currently, I serve as the Director of Sales Strategy & Enablement for the PDS business across Australia and New Zealand at Cushman & Wakefield. In this role, I guide strategy, sales, and bid functions, ensuring our projects align with client goals while fostering our DRIVE values: Driven, Resilient, Inclusive, Visionary, and Entrepreneurial.

As the State Managing Director for NSW, my priority is to nurture a collaborative and client-centered culture that supports both our people and clients. My approach is rooted in understanding unique needs and creating tailored solutions.

Throughout my career, I have held Senior Executive roles with CoreNet Global Australia Chapter and currently serve on the Board of Directors for CoreNet Global. Additionally, I actively contribute to Women in Industrial and serve as the APAC Co-Chair for the Women in Integrated Networks (WIN) ERG within Cushman & Wakefield.

Key Industry Challenges & Emerging Trends

One of the biggest challenges today is the uncertainty surrounding the workplace’s evolving role—whether organizations should adopt a hybrid, flexible, or fully in-office approach. This shift impacts space utilization, employee engagement, and long-term portfolio planning. From an asset perspective, concerns include fluctuating asset valuations, ageing buildings requiring updates, and the growing need for sustainable and resilient infrastructure. The trend towards high-quality and centrally located spaces continues to shape the market.

Managing CAPEX budgets is another significant challenge. Understanding what truly enhances the workplace experience allows organizations to make strategic, targeted investments that boost engagement and productivity.

A growing trend is the densification of office spaces as organizations recognize the value of in-person collaboration. Ensuring workplaces facilitate meaningful interactions while supporting well-being remains essential.

Construction costs also present challenges. Rising material costs, labor shortages, and supply chain disruptions demand thoughtful planning and cost management to keep projects viable and within budget.

Future Directions in Real Estate Strategy & Leadership

The industry has shifted to agile, technology-driven approaches, focusing on space efficiency, sustainability, and data analytics. ESG-compliant (Environmental, Social, and Governance) assets are shaping how investors, occupiers, and landlords manage their portfolios.

Leaders balance cost efficiency with user experience by optimizing existing spaces versus expanding or building new ones. This approach not only identifies cost savings and efficiencies but also supports sustainability targets by reducing the need for new construction and promoting the use of existing resources.

Implementing a strategic procurement strategy is another key aspect. By forming strong vendor partnerships and using innovative contract models, we can drive cost savings without compromising service quality.

Data-driven decision-making is essential for understanding space utilization. At Cushman & Wakefield, we use extensive data and design expertise to enhance culture and collaboration. By analyzing how spaces are used, we can pinpoint opportunities for improvement.

At Cushman & Wakefield, fostering a high-performance culture is key to our success. We emphasize collaboration, leveraging cloud-based tools and real-time communication to enhance teamwork and integration. Regular check-ins and cross-functional teamwork ensure alignment and cohesion.

Clear goals and accountability provide direction, while professional development initiatives empower our team to excel. Trust and empowerment are central to our approach, enabling autonomy and flexibility, which drive innovation and success.

Our aim is to create an environment where our teams feel inspired, supported, and motivated. By focusing on these elements, we not only enhance our team’s performance but also deliver exceptional value to our clients, shaping a brighter future for the industry.

Career Development & Industry Engagement

Harness your courage and dive into various industry areas— from project management to workplace strategy, capital planning, and beyond. This journey of exploration can be incredibly rewarding.

Prioritize communication and teamwork, and stay adaptable as technology, ESG factors, and workplace expectations evolve. Leverage data analytics, AI, and digital tools to gain a competitive edge.

Believe in the power of networking and mentorship for career growth. Build relationships with industry leaders, join professional organizations, and learn from experienced professionals to gain valuable insights and opportunities. Engage in industry forums and associations to foster meaningful connections and continuous learning.