Negrini will oversee Croydon plans. Pic: Croydon Partnership

Croydon Council have appointed a new female executive director to oversee a £3bn regeneration plan for the borough.

Jo Negrini, originally from Australia, formerly occupied the director of strategic regeneration role for Newham Council. During that time, she led the borough’s £1bn regeneration programme, which included development of the Olympic Park and subsequent legacy.

Negrini’s appointment comes as the £1bn Westfield and Hammerson city centre development has been approved, which aims to emulate the success of the Westfield Stratford development which she oversaw while working in Newham.

The new director said: “I’m really excited to be taking on this role at such a pivotal time for Croydon. I’m looking forward to leading on harnessing the opportunities to drive regeneration and further investment.”

Negrini has worked as a regeneration practitioner in the UK for over 20 years, holding key council positions in Lambeth and Newham. The council hopes that her expertise of working in boroughs similar to Croydon in terms of having a large youth population, diverse ethnic make up and high unemployment rates, will help rejuvenate the borough.

She added: “As the London market continues to heat up, Croydon is well placed to provide an alternative location that provides better value for money.

My previous roles have taught me about how to sell a place to investors and how to ensure that investment translates to improving the quality of residents’ lives.”

Councillor Jason Perry, cabinet member for Planning Regeneration and Transport said: “This is a hugely exciting time to be working here and we want someone who will be as ambitious for our borough and our residents as we are. Jo’s background and past experience make her the ideal person to be holding the reins as Croydon embarks on its journey of regeneration.”

Negrini succeeds Paul Spooner, hired by the council on an interim-basis in February this year. She will be hired on a standard long-term contract, starting work early this New Year.