From Beethoven to building homes

When project director Joanne Flaherty started out in the housebuilding industry, she was one of the only women on site. When she wanted to go to the loo, she had to ask her male project manager for the key to the only toilet set aside for her to use.

Over the years, she faced challenges, and on occasion made to feel ‘Why am I here? ‘At the start, the only option was wearing male PPE which fitted “like a tent.”

How times have changed. Jo is the project director at the high-profile Holloway Park site, in north London, responsible for the delivery by London Square for its collaborative partner Peabody of nearly 1,000 homes on the former Holloway Prison site.

She now chairs meetings where, on occasion, men are in the minority. Half of the Holloway Park team are women and there is an apprenticeship scheme under way at Holloway Park to encourage at least 30 per cent female recruits.

Jo’s story is a fascinating tale. She is a talented musician, playing the piano, flute and violin, and was encouraged to pursue a career as a music teacher at her all-girls convent school in London.

Jo said: “I have always danced to the beat of my own drum which is ironic because I was being channelled towards music, which I enjoyed, but really, I loved science more. For some reason, construction was not encouraged by my school.

“That made me rebel and I decided not to go to university, I did not see myself pursuing music professionally.”

Her dad is a mechanical engineer and there are no other women in her family working in construction. “He runs his own construction business, and I asked him, to his surprise, could I work for him for the summer while I made up my mind what I wanted to do.

“I absolutely loved it. I was working with an onsite specialist refurbishment team and just knew that was for me.

“It was the mid-1990s, I was 17 years old, I knew no other females in the industry, however it felt right. I had the character for it, and I joined my dad’s company completing a three-year training apprentice in construction management, like the City & Guilds. This equipped me to be a contract controller. I made really good progress."

“My next promotion would have been to join my dad’s team and we both agreed I should spread my wings in the industry.

“I joined Fairview Homes as a buyer. I was around 21 years old. I then became pregnant at 23 and continued working after my son was born and became a senior buyer.

“I decided to move and went to Barratt. I became head of buying at Barratt London before the age of thirty.

“I loved what I was doing, in commercial and procurement. However, I really wanted to get back on site, and be more involved in the project management and technical side.

“I moved over to construction, becoming a site manager, where I was one of the only women in construction at Barratt at the time."

“I then had the opportunity to move to Innc working for Essential Living, with an ex-Barratt colleague. One of the projects I led was Greenwich Creekside, where I was the project director delivering an iconic high rise, modular project, successfully using modern methods of construction in delivery.

“I was approached following a site tour at Greenwich by the Managing Director and female chair of Bouygues UK to consider a position managing their MMC delivery. I delivered their project in Canterbury as the Project Director. As part of this role, I oversaw the building of a modular factory in Morocco supplying modules to Canterbury, winning an award for Construction Manager of the year in Offsite Construction.

“While I was at Barratt, I met Andy Mac, who is now the Construction Director at London Square. Andy has always been one of my greatest mentors. He has taught me to be me and be confident in my ability.

“I joined London Square in 2023 and I am now delivering Holloway Park, which is an exemplar scheme on a site with an incredible legacy for women. Holloway Park has a focus to honour the history of the site with a specially designated women’s building. It is delivering over 60 per cent affordable homes, bringing social value to the surrounding area and extensive new green spaces. We have our first female apprentice site supervisor, who is a fully qualified electrician, one of fourteen women out of a team of thirty. Our apprentice feels comfortable with proper support and is part of the 30 per cent female apprentices being recruited as part of the planning requirement by the London Borough of Islington, which identifies the candidates for the scheme. I do feel honoured to be part of it all.

“My advice to women considering construction: “You do not need to come from a trade background to become an operational director. My route was unconventional, but it does mean that I understand construction delivery, having a 360-degree view. I say: “Never be afraid of the challenge.”

“Within the Industry you will always meet differing characters who will challenge and disrespect you, I have learnt, with the support of others, to rise to the challenge, and channel it as positive energy to advance. Just do the job, whilst being you, to the best of your ability.

“I believe in recruiting the best person for the job, those who bring a diversity of skills, more than anything else.

“By sharing my story and raising awareness of the possibilities there are within our Industry, for women, I hope that by example more will follow.

“I have experienced so much joy through the teams I work with, and I have had the privilege to have met and collaborated with amazing colleagues, many who were my allies supporting me on my journey.

“London Square is such an amazing place to work. There is a diverse, supportive, and open culture and I am working with some of the best people in the industry.”

Any regrets about turning her back on a career in music? “I still play the piano, flute and violin for fun and relaxation. I do believe I have the best job in the world - and my dad is so proud.”