New Chief Sales and Marketing Officer appointed for untypical

Housebuilding group, untypical, has appointed Heike O’Leary as its Chief Sales and Marketing Officer (CSMO).

Heike’s appointment follows the recent launch of untypical which brings together two UK housebuilder brands, Tilia Homes and Hopkins Homes, under one company, owned by the Hands Family Office and managed by European investment firm Terra Firma.

A highly experienced marketing professional, Heike has worked with leading global organisations, both in-house and in agency, and has a wealth of experience in transforming businesses and their brands.

Prior to joining untypical, Heike has been Group Marketing Director for Lookers PLC, a Senior Brand Strategy Partner for 20.20 Consulting and Brand Marketing Director for adidas Golf. Her most recent position was Chief Marketing Officer with Haines Watts and she has been the European Business Development and Marketing European Vice Chair for GGI Global Alliance since 2023.

Heike said: “It is a very exciting time to join untypical, and I’m delighted to be joining the team to grow the new brand, supporting its aim to become the UK’s most customer-centric housebuilder.

“I am keen to leverage my extensive team and brand development skills to turn business growth ideas into sustainable brand equity with results delivered on budget, on brand and with a customer-centric mindset.”

Chris Severson, Chairman at untypical, said: “I am thrilled that Heike is joining us today as untypical’s CSMO. She will make an immediate impact on our organisation, leveraging her extensive experience in collaborative cultures, driving growth, digital channels, and building positive customer experience.

“Notably, Heike is our first non-housebuilding sector leader on the untypical leadership team. This is a significant step forward as we accelerate our vision to positively transform the UK housebuilding market through innovative and new approaches.”

Heike, who is bilingual in English and German, is also a member of the Global GGI Women in Leadership practice groups.