NEW YORK CITY-Three months after taking the helm as president and CEO of Cushman & Wakefield, Glenn Rufrano has revamped the company’s organizational structure. Along with having its three global regions reporting to him, the major business lines now will do the same, he tells GlobeSt.com.

“We think it’s important to coordinate not only the geographies but also the business lines,” Rufrano says. The first move in that direction was promoting C&W veteran John Santora to the newly created position of CEO of client solutions, overseeing the company’s largest operating unit. Next up will be valuations and capital markets.

“When someone reports to me, it’s tantamount to reporting to the board,” says Rufrano. This reporting structure, he says, lets both Rufrano and the board of C&W’s majority stakeholder, Exor SpA, know “how we’re cross-selling our products.”

C&W’s valuations line, for example, “does quite a bit of business not only in the Americas but also EMEA and Asia-Pacific,” Rufrano says. “What we really want to do is make sure our clients who are requesting valuations across the globe are being serviced. We have felt they already are, but the way you maintain that is to have your finger on the pulse not only of the business line but also how the business line is presenting itself across the globe.” The same dynamic governs the capital markets line, he adds.

The new structure is intended to coordinate between service lines, as well, so that a client with need of both capital markets and valuation expertise can be properly served. “One way of describing this is ‘matrix management,’ where a company that is global recognizes that it has to manage across a variety of planes,” says Rufrano. “One plane is geography and another is business line by geography. So it’s coordinating within itself, coordinating by geography and coordinating globally.”

An article in the New York Times earlier this week suggested that Exor was considering an initial public offering for C&W, an impression amplified by a photo caption stating that Rufrano was preparing the company for an IPO. In fact, Rufrano says an IPO might occur sometime in the indeterminate future, if it happens at all.

“Whether you’re a public or private company, liquidity is important,” he says. “When I was CEO of a public company, New Plan Excel Realty Trust, it was important to have as much trading volume as you could, so that there was more liquidity in the stock. So we would market to institutions and retail investors so that we would have trading volume. As a CEO, you always have to think about liquidity, whether or not your shareholder asks you to.”

For a non-public company such as C&W, the options would include an IPO or “another form of liquidity that doesn’t have to be public,” Rufrano says. “Right now, there’s no intention of doing either, but ultimately I have to always think about that for the future.”

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Paul Bubny

Paul Bubny is managing editor of Real Estate Forum and GlobeSt.com. He has been reporting on business since 1988 and on commercial real estate since 2007. He is based at ALM Real Estate Media Group's offices in New York City.