28 May 2019

Ruth Cooke confirmed as new chief executive

Ruth Cooke and Robin Bailey
  • Rachel Crownshaw

GreenSquare Group has appointed Ruth Cooke as its new chief executive – and announced some other important changes to its senior team. 

Ruth has been serving as GreenSquare's interim chief executive since February. She is a highly experienced chief executive and finance director. Most recently chief executive at Clarion Housing Group, she was also chief executive at Midland Heart for six years. 

While at Midland Heart, Ruth oversaw a transformation in financial and operational performance, including a complete redesign and refocusing of customer services. Ruth was previously finance director at Midland Heart and has held a range of other senior finance positions at Anchor, Knightstone, and PwC. 

Robin Bailey, GreenSquare’s board chair, said: “Ruth's permanent appointment as our chief executive is fantastic news – for GreenSquare's board, staff and our customers. She has made such a positive impact while serving as interim for the past few months, and I'm so pleased that she will now be with us to build on the foundations she's already started to put in place. 

"Her impressive skills and experience are exactly what's needed as we focus on future priorities." 

Ruth Cooke said: "I’m delighted to be staying on at GreenSquare. Having spent nearly all of my working life working in and with housing associations, I’m passionate about the importance of housing and support services.  

"Over the coming months, my priority is going to be to make sure that we provide a brilliant service to our customers, as well as delivering desperately needed new homes. Since arriving at GreenSquare, I've been working with the team to agree our updated corporate strategy which has a focus on delivering our core services – and delivering them really well!" 

GreenSquare's focus on customers is reinforced by the recruitment of Rachel Crownshaw to the new role of customer experience director. 

Rachel has extensive experience of leading customer services teams and transforming services to meet the varied and evolving needs of customers. She worked at HSBC for 11 years, including in positions leading customer experience transformation for personal loans and mortgages. More recently, Rachel was director of customer services for an outsourced billing and collections company serving the water sector.  

Rachel said: "Customer experience is my absolute passion and I’m looking forward to working to embed first-class service in all that GreenSquare does. My new role is one found only in companies that put customers absolutely at the heart of what they do - just as we want to do at GreenSquare.  

"We want our customers to rate GreenSquare as positively as they do other companies they deal with who are known for great customer service." 

GreenSquare has also announced that its Board has been strengthened by some key new appointments. David Greenhalgh, Executive Director of Property Services (Strategy) at LiveWest, and Pat Brandum, who is former chief executive of WM Housing, have both joined the GreenSquare board and bring a huge amount of housing knowledge and experience with them. Also appointed is Pablo Andres who has a very strong financial background and is currently Group Financial Controller at G4S.