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Experience you
can trust.

With the right people, doing the right things, anything is possible.

Our expertise drives our business.

Freshs senior management team is made up of experienced individuals. Their combined expertise continually drives our business to deliver exceptional service to clients and residents.

Working collaboratively as a team is key and we deliver the highest standards to all our stakeholders and residents. We are proud of our hard work, but we also find time to have fun too.

We place great emphasis on trust and respect between colleagues across the business and recognise that retaining the best people is essential to our success.

We invest in the development of our employees, promote from within where possible and have a high retention of staff.

Say hello to our
Senior Management Team

Jane Crouch Chief Operating Officer

Jane joined Fresh in 2010 setting up the operational platform and has played an intrinsic part in the success and growth of Fresh. Jane oversees the customer experience & day to day operations of the business, ensuring that our customer insights shape our service and product. Jane has over 30 years experience in Residential for Rent sector.

When not working, Jane loves to spend time in her garden and admiring her efforts with a glass of fizz in hand, and enjoying great food with friends and family.

Scott Berry Commercial Finance Director

Scott joined Fresh in 2018 to oversee the Commercial, Finance and Business Systems Teams. He is a registered Chartered Accountant with over 20 years of commercial experience in property, advertising, media and technology. His team manage the financial and commercial relationships with clients as well as the insight and reporting of all properties. They also oversee the financial and business systems that underpin the business infrastructure.

When not at work, Scott is happiest outside enjoying time with his family and friends.

Craig Bryant Business Development Director

Craig joined Fresh in 2021 and is responsible for developing our strategy and driving growth across the residential for rent sector. Craig joined Fresh from an Executive Leadership role at UPP, where he advised on partnerships with universities to develop and manage residential assets. Before UPP he spent over 13 years in development and facilities management industries.

Outside of work, Craig is a self-confessed foodie and enjoys tinkering with old cars and watching Arsenal play with his footie obsessed son.

Sarah Wing To Head of Business Development

Sarah joined Fresh in 2009 having started her career on the operational side as an Accommodation Manager mobilising and managing one of our PBSA schemes which Fresh still manage today. Sarah progressed through a number of roles within Fresh before joining the Business Development team 8 years ago. Today, she heads up the Business Development team and is responsible for seeking new opportunities within the Residential for Rent sector and driving the growth in new business at Fresh. Sarah works alongside clients providing honest feedback on prospective opportunities and detailed appraisals including Freshs views on the NOI potential of assets. She also works closely with the Fresh team to ensure that all clients are onboarded smoothly.

When not working Sarah loves to cook; thats when shes not travelling and exploring new places.

Sarah Nelson Client Relationship Director

Sarah joined in 2011 with a background in working for world-renowned service providers including Cunard and Walt Disney World. Sarah also has vast experience in the PBSA sector and more recently in BTR, having spent five years at Unite Students, before joining FPG as Regional Manager. Promoted to Director of Operations in 2016, Sarah has now moved into a new role as Client Relationship Director and oversees the strategic management of client relations.

When not at work, Sarah loves to travel, go walking in the Peak District and spending time with her young son.

Tracy Stanton Director of Customer Experience

With over 18 years of field operational management experience, Tracy has worked with some well-known high-street brands including Body Shop, Game and Game Station. Before joining Fresh in 2015, she worked for Unite Students, giving her a strong understanding of the PBSA sector.

Tracy joined Fresh in 2015 as Head of Operations across the South, South West and Ireland during which time she assisted in setting up our presence in Ireland before becoming Assistant Director of Operations in 2018. Tracy now oversees the day to day customer experience and operations for Fresh across the UK and Ireland.

Partial to wearing some killer heels, Tracy is a passionate Exeter Chiefs rugby fan and also known for making a demon white chocolate cheesecake!

Chloe Osborne Director of Brand and Marketing

As Director of Brand and Marketing, Chloe is responsible for planning, creating and executing Fresh’s brand and marketing strategy.

Joining from a private part buy – part rent provider, heylo where she set up their marketing function and led on their brand development and third party integrations.

With over 10 years’ experience and an eclectic marketing mix in her background including hotels, large scale events, sporting venues and healthcare facilities in China. Chloe is a marketer with a strong customer focus and passion for developing brand relationships.

Away from the world of marketing, Chloe enjoys travelling, keeping fit with dance classes and spending time with her friends and family.

Mo Ali Head of New Business Engagement

Mo joined Fresh in 2019 and supports the Business Development Team in seeking new opportunities. Mo works with clients providing feedback on prospective opportunities and ensures Fresh has an engaging voice in the the Residential for Rent sector. Prior to this role, Mo was Head of Customer Experience at Fresh and has over 10 years operational leadership experience within the property and hospitality sectors.

When not working, Mo enjoys watching football and spending time with his family.

Clare Robinson Head of Finance

Clare joined Fresh in 2015 bringing with her a wide range of financial experience in various sectors including adverting & transport. Originally joining the Fresh team in the role of Finance Manager, she has developed her knowledge of the property sector and progressed to the role of Head of Client Finance. She oversees a team of Finance Managers who are responsible for the financial client reporting, providing insight into the client assets and the annual budgeting & forecasting process. She also oversees the Pricing Manager, who is responsible for the rent setting & pricing model and works closely with the outsourced team in India, ensuring there is a robust controls framework in place.

Out of work, Clare loves live music, lots of travel to new destinations & getting out into nature (weather permitting!)

Rachael Hunt Head of Marketing (Student)

Rachael has a huge amount of multi-site marketing experience working for large leisure and lifestyle brands before joining Fresh in 2015. As Head of Marketing, Rachael is responsible for managing the property marketing strategies and plans, which includes including digital advertising, video, email marketing, search, outdoor, social media and traditional print media.

Rachael oversees the day-to-day output of the marketing team.

Out of work Rachael enjoys live music, country walks and spending time with her family and friends.

Joanna McShane Senior Marketing Manager (Renting)

Joanna joined Fresh in 2019 with over 12 years’ experience in property marketing. Joanna is now responsible for the marketing of Fresh’s operational BTR and co-living properties along with the mobilisation of new schemes across the UK, creating marketing strategies that remain targeted and continue to provide clients with value for money as well as expediting lettings.

When not acting as a cook, cleaner and taxi service for her two sons, Jo loves to travel, play tennis and bake the odd cake.

Louisa Herrero Head of Policy & Operational Practice

Louisa joined Fresh in 2016 having previously worked in hospitality. Her first role at Fresh was as a General Manager of a PBSA property before progressing to Acting Operations Manager for Scotland and then moving into the role of Senior Policy Manager before being promoted to her current role where she has responsibility for creating and updating operational practices across our portfolio as well as overseeing training to all our teams.

In her spare time Louisa enjoys walking and spending time in her garden.

Graham Pawson Head of Safety, Property Compliance and Maintenance

Graham joined the business in 2018 as Health and Safety Manager before being promoted to lead the Property Team in 2022. Graham believe passionately in ensuring that a risk management is the basis for all health and safety policy decisions. This approach comes from his previous employments in Corporate Governance, Risk Management and Health and Safety roles.

In his spare time Graham enjoys spending time with his young family. He is currently learning to play the piano in tandem with his 5-year-old son – who is progressing at a faster pace.

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