CEO Today United Kingdom Awards

29 www.ceotodaymagazine.com CEO Today United Kingdom Awards 2018 CHARITY JULIA ASHLEY Chief Executive of Central & Cecil ABOUT JULIA ASHLEY There are few leadership positions more challenging than those in the care sector. Care providers carry a significant responsibility to not only ensure the highest standard of care for their residents today, but also make the decisions necessary to ensure the organisation is best placed to provide care long into the future. This is no truer than in the work of Julia Ashley, Chief Executive of Central & Cecil Housing Trust. C&C is a not-for-profit housing and care provider offering homes and services for over 55s in London which, over the course of its 92-year history, has grown to care for more than 2,000 residents. “We believe all over-55s should have the opportunity to embrace everything life has to offer and lead healthy, meaningful and happy lives in whichever way they choose”, says Julia. Helping people “live the lives they choose” is the very ethos of how C&C has operated for nearly a century. It is an organisation steeped in history and Julia is mindful of the responsibility she carries as the latest custodian of a long-standing pillar of the London community. Julia joined the organisation in 2008, first as New Business Director, then Business Development Director and Director of Commercial Services. She brought to C&C a wealth of experience in housing, care and property development and quickly became both a trusted decision maker and strong advocate for modernisation within the business. In 2016 she was appointed Chief Executive. Her primary task was clear: deliver upon the promise of modernisation and re- shape a deeply established organisation so it was fit to meet the changing needs of contemporary and future residents. C&C needed to look forward. Under Julia’s leadership, the organisation set about developing ‘The Fit Future Strategy’, an ambitious new roadmap that incorporated 3-year plans, 5-year goals and a 10-year vision for C&C’s entire portfolio of services, properties, employees and financial positioning. The new strategy would touch every level of the business. Julia instilled a stronger risk-based approach to C&C’s governance and controls, commencing with a comprehensive restructuring of governance and Board operations, followed by a wider organisational restructure which saw the inauguration of new ways of working across the enterprise. The positive impact has been immediate and tangible, with improving financial performance and new funding secured to help develop new facilities for residents. The redevelopment of Dora House is a landmark example. Dora House, in St. John’s Wood, London, was one of C&C’s oldest properties, having begun life as sheltered housing in the 1960’s. Though a treasured part of the C&C family, the property had in recent years had become unfit for purpose. After careful analysis, C&C decided to undertake a bold £54m redevelopment of the site, creating 156 affordable apartments for the over-55’s. In logistical, legal and financial terms, the project was extremely complex. A partial land sale was agreed with an external developer, which released the funding required to undertake the project. Planning consent was secured following an intricate application process and residents were rehoused ahead of construction. Most importantly, in designing the new building, Julia and her team worked in close collaboration with Dora House residents to understand their needs, hopes and aspirations. C&C were determined that the new Dora House would represent the very best of over-55’s care in London, conceived and built specifically for those who would use it. The architectural plan that resulted, co-created with residents, will soon enter construction and there is a palpable sense of anticipation and pride among residents and C&C employees alike. The Dora House project has been nearly eight years in the making, in which time Julia has worked tirelessly in different roles to drive the initiative forward. It is perhaps fitting that the new Dora House will formally open to residents during Julia’s tenure as Chief Executive. Julia has been an instrumental figure at C&C for a decade. Under her leadership, the ‘Fit Future’ looks bright for Central and Cecil Housing Trust. “Helping people ‘live the lives they choose’ is the very ethos of how C&C has operated for nearly a century. It is an organisation steeped in history and Julia is mindful of the responsibility she carries as the latest custodian of a long- standing pillar of the London community.”