Meet the team behind our workplace strategy

15 May 2026

Workplace decisions rarely fail at the delivery stage. They fail months earlier, when the wrong questions get locked into a brief and everyone commits to answering them anyway. PMG’s Workplace Strategy team ensures this never happens.

What Workplace Strategy Involves

Workplace strategy at PMG is a structured, intelligence-led process. It begins with a deep understanding of an organisation’s business objectives, key drivers, and people before a single spatial decision is made. That means looking beyond headcount and square metres to how, when, and why different areas are actually used.

The methodology is deliberately designed to avoid two failure modes the team sees regularly. The first is the space assessment dressed up as strategy; it looks thorough but lacks the nuance required for decisions that will shape an organisation for the duration of a lease. The second is the opposite: the exhaustive workshop cycle that generates extensive reporting and almost no momentum.

PMG’s approach sits between those extremes, concise enough to move quickly and rigorous enough to hold up under scrutiny.

In practice, that means spatial utilisation and occupancy studies to right-size the footprint based on evidence rather than assumption.

It means persona modelling and user-experience journey mapping that builds a granular picture of how different workforce cohorts function and what they actually need from a project environment.

Stay vs. Go modelling brings financial and commercial analysis into the conversation so property decisions are weighed against real business outcomes. Strategic change management and internal communication programs ensure the workforce understands and moves with the transition. Isolated data points don’t tell the full story; the team identifies patterns across all of that to produce a clear, practical road map an organisation can build from with confidence.

The People Behind the Process

Kate Gibson | Director, Clients & Strategy

“There is nothing more rewarding than sitting across from a leadership team, cutting through the noise, and watching clarity replace uncertainty. That moment when a complex decision becomes a confident one, informed and wholistic, is what workplace strategy is really for.”

With nearly a decade at PMG, Kate is well-versed in the strategic nuances within the landlord and tenant space. As leader of the strategy team, Kate converges strong client partnerships and executing strategic initiatives.

Tica Masuku | Director, Workplace Strategy

“Workplace strategy isn’t about square metres, it’s about enabling business performance. The right decisions create environments where talent thrives and organisations achieve their goals.”

Leading PMG Group’s strategy solutions, Tica Masuku is a human geographer who applies behavioural, spatial, and financial insight to guide organisations in making confident workplace and property decisions.

Karin Kermeci | Senior Workplace Strategist

“I am driven to create environments where user experience, culture, and performance meet. My goal is to distil complex challenges into clear, effective solutions.”

With over 20 years of experience, Karin brings depth and clarity to the strategic process. She is driven by a desire to understand how people work, and how space can offer genuine support.

Cintia Mistro | Senior Advisor, Workplace Strategy

“Spaces shape people and culture, just as people and culture shape spaces. Understanding this duality allows us to create a cohesive environment where businesses and people can grow and evolve.”

A strategic thinker focused on human experiences, Cintia specialises in developing strategies across workplace and master planning projects that optimise utilisation, enhance user experience, and align with organisational objective

The Takeaway: The strategy phase is where value is created or lost

A proactive workplace strategy reduces costs, future-proofs property investments, and gives leadership the confidence to make decisions that hold up as the business evolves. The intelligence phase is where that value is built, long before delivery begins.

With over 30 years advising both landlords and tenants, PMG’s Workplace Strategy team brings the expertise to make that phase count.