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May
15
2018

FROM LAW TO REAL ESTATE: CROWN GROUP’S CEO OF GLOBAL CAPITAL ADAPTS LEADERSHIP STYLES ACROSS CAREERS

(Sydney, Australia) Tuesday, May 15, 2018 – For Prisca Edwards, the CEO of Global Capital at Crown Group, the switch from law to the property world boosted her career immeasurably. After spending a couple of years as a lawyer in London and Sydney, her mentor and family helped her realize she belonged in a job that was more people-oriented. Since joining Crown Group six years ago, she has risen through the ranks to the position of Chief Executive Officer of Global Capital. Now, she loves her real estate career with a passion and has been a part of every major Crown Group development since June 2011.

Mrs. Edwards’ experience as a lawyer and her many years with Crown Group have shaped her leadership style over time. During her time as a lawyer, she managed strictly according to legal rules and regulations. Now, she is more results oriented, focuses on relationships and doesn’t micromanage her employees, preferring to encourage staff to achieve success through their own methods. She also sees the value in leading by example and believes her style is firm, but fair.

“I really value my time as a lawyer, especially in the United Kingdom, as it provided many opportunities for me and other young professionals. The knowledge I gained as a lawyer is applicable to any industry, especially to the property business,” explained Mrs. Edwards. However, throughout her transition and years with Crown Group, she has learned more through experience than what she studied in school. Surrounding oneself with people who inspire you is the biggest piece of advice Prisca would give others.

She also believes her time at Crown Group and her adaptation of her leadership style led her to huge personal success. She founded and grew the channel sales agent network for the company, achieving on average 40-50 percent of the group sales annually, and has secured more than $1 billion worth of sales over the past six years. Prisca has doubled the number of referral sales for Crown Group in the first year of taking over the position, and successfully bridged one of the biggest corporations in Japan as a partner with the company.

Mrs. Edwards owes much of her accomplishments in her career, especially at Crown Group, to the amazing support of her husband and family, and she has come to realize the inherent difficulties in pursuing success without the support of loved ones.

As well as her role in Global Capital, she is the Project Director for Waterfall by Crown Group, a luxury development in Waterloo. When managing the sales team on this successful development, she coordinated $120 million worth of sales on the grand launch day’s first hour, making it the fastest selling development in Crown Group’s history, and close to $300 million sales at the end of that launch day. She strongly believes that as one of Sydney’s fastest growing suburbs, Waterloo will continue to be a highly sought-after location.

The highly anticipated development Waterfall by Crown Group is currently under construction at 18 O’Dea Avenue in Waterloo, comprising three iconic seven-storey buildings and a 20-storey sculptural tower including studios, one, two and three bedroom apartments, courtyard apartments and double-storey penthouses.

Waterfall by Crown Group features lush, tropical landscaping and beautiful water gardens plus Australia’s largest man-made waterfall at seven-storeys high. Apartment interiors offer fresh, modern luxury, utilising stone, timber and subtle hues.

The development also features a tranquil recreational deck, an infinity rooftop pool and a secluded bamboo-covered walkway. Residents will also enjoy a state-of-the-art cantilevered gym, a rooftop cinema, function room with a catering kitchen, music room and onsite retail spaces.

“Green Square is set to be an inviting community hub, while developments like Waterfall by Crown Group are attracting many new residents to the area where lively new public spaces and world-class community facilities are provided,” said Mrs. Edwards.

“Increasing population and multi-million dollar government investment in public infrastructure such as light rail, a new underground metro and a brand-new aquatic centre make Sydney CBD and Waterloo top of the list for many investors,” she added.

The construction of Waterfall by Crown Group is scheduled for completion in 2019.

A premium range of apartments is now available for sale ranging from $699,000 to $1,495,000.

For more information please visit www.crowngroup.com.au or call 1800 827 696.

 ENDS

 Media Interviews:

Crown Group CEO of Global Capital Prisca Edwards is available for a limited number of interviews on request.

Editor’s Note

Images and video are available upon request including artist impressions, launch videos and computer- animated ‘fly-through’ footage of selected Crown Group developments.

Media Enquiries:

Lina Guo, Communications Executive
(02) 9925 0088 or 0429 459 510
linaguo@crowngroup.com.au

About Crown Group

Crown Group Holdings (Crown Group) is a leading Australian property group specialising in property development, property investment and serviced apartments.

The company was co-founded by architect Mr. Iwan Sunito and engineer Mr. Paul Sathio with its first project in 1996.

Iwan Sunito graduated with Bachelor of Architecture (Hons) and Master of Construction Management from University of NSW. In 1993 Iwan became a Registered Architect in NSW and was awarded the UNSW Eric Daniels award for excellence in residential design.

In recent years Iwan received a number of awards including Indonesia’s Property & Bank Magazine Golden Leadership Award 2013, the 2013 Congress of Indonesian Diaspora Entrepreneur award and named a winner in the 2013 Ernst & Young Entrepreneur of the Year Awards. Iwan Sunito was also named Urban Taskforce Australia’s 2015 Property Person of the Year.

Paul Sathio graduated with a Bachelor degree in Civil Engineering from University of Technology Sydney (UTS) and a Masters of Engineering Science from University of NSW. Paul has more than two decades’ experience in the construction and development industry.

Past and recent projects

Since the company was founded in 1996, Crown Group has successfully completed major developments in Sydney’s best locations including Bondi, Bondi Junction, Parramatta, Ashfield, Epping, Homebush, Newington, Pennant Hills and Rhodes and most recently the 28-storey V by Crown Group in Parramatta. Today, Crown Group boasts a large portfolio of projects under development and in the pipeline and is currently developing four major projects; Infinity by Crown Group in Green Square, a 25-storey residential tower Arc by Crown Group in the heart of Sydney, Waterfall by Crown Group in Waterloo and Eastlakes Live in Sydney’s Eastern Suburbs.

Awards

Crown Group has been awarded more than 20 high-profile industry awards including the 2016 International Property Awards Best Residential High Rise Architecture Australia for V by Crown Group Parramatta, 2015 Master Builders Australia (MBA) NSW Excellence in Construction Awards for Viking by Crown Group Waterloo and 2014 Urban Development Institute of Australia (UDIA) NSW President’s award – considered one of the highest property development accolades in Australia – for the seven-tower, resort-style development Top Ryde City Living.

Top Ryde City Living was also named best High-Density Development in Australia at the UDIA awards for excellence 2014 and a Master Builders Association Excellence in Housing award 2013. Crown Group’s innovative, waterfront development Sanctum by Crown was awarded a Master Builders Association Excellence in Housing award 2012 and its hugely-successful ICON at Homebush was awarded HIA’s (Housing Industry Association) CSR Housing Awards 2007 Apartment Project of the Year.

Skye Hotel Suites

Crown Group launched its first Skye Hotel Suites in Parramatta in August 2017 with a second hotel to open in Sydney’s CBD in mid-2018.

Future launches

Crown Group will launch Eastlakes Live by Crown Group, a new project in Sydney’s Eastern Suburbs in June 2018.

www.crowngroup.com.au

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