Five minutes with Joanna Spruce, Farnek Services

Joanna Spruce, business development & marketing director, Farnek

Joanna Spruce, business development & marketing director, Farnek.
Joanna Spruce, business development & marketing director, Farnek.

What does your role involve?

I’m fortunate to have a broad and varied role, and am involved in a range of elements that make up the core of our business. I lead the business development and marketing department with a focus on Farnek’s revenue growth. I play an advisory role from a commercial opportunities-and-risk perspective. It is crucial for me to keep abreast of market developments and global standards while creating channels for sustainable and technology-driven FM in the UAE.

What do you love most about your job?

I love working with my team; seeing them motivated to making a difference to Farnek and its future success motivates me to ensure they have the tools and direction to be the best in the industry. I’m also fortunate to have a highly-diversified job with a range of responsibilities. Working with my Farnek family is like a home away from home.

What is the most challenging aspect of your job?

Striking the balance between price and quality in a market where expectations are increasing but margins are decreasing  is the biggest challenge. Finding a way to engage clients in adding value through technology, while working with operations teams to move away from traditional delivery methods, is also challenging.

What has been your most memorable project so far?

My journey so far with Farnek has been very memorable indeed. I’m particularly proud of bringing together a team with a proven track record and securing $95.3m (AED350m) in business in less than two years. I’m also happy to have gained the trust and support of the senior management team by overcoming challenges and achieving results for the company.

Where do you see the FM industry in five years?

I see the UAE FM industry taking three separate approaches; one approach will involve technology to provide greater efficiencies and new ways of working, particularly when it comes to sustainability. The second will be a hybrid of output-specification contracts involving SLAs, KPIs, and performance measurement systems, and the third approach which will remain the more traditional manpower-led model.

What do you like to do in your spare time?

My spare time previously involved pursuing sports such as scuba diving and touch rugby, travelling, and socialising. These days I’m learning the piano and Pilates, and I enjoy fine dining and quality time with my husband, friends, and family.

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