Our Leadership Team

A team shaped by experience across the development lifecycle.

Our leadership team combines expertise in real estate investment, development, project delivery and business leadership. Together, we provide a perspective that extends beyond traditional advisory roles, helping clients navigate complexity, manage risk and shape successful commercial outcomes.

William Tomlinson, Co-Founder and Managing Director of WeShape 
Co-Founder I Managing Director

William Tomlinson

With more than 20 years' experience across contracting, consultancy and development, William recognised a growing disconnect between traditional advisory roles and the practical realities of bringing complex projects forward. He co-founded WeShape to bridge that gap, combining strategic advice with a clear understanding of how projects are delivered in practice.

  • William's career spans Tier 1 contracting with BAM Construct UK, consultancy with Rider Levett Bucknall (RLB), and direct development as Development Director at Cubex. This breadth of experience gives him an understanding of projects from the perspectives of contractor, consultant and developer, and a holistic view of the development lifecycle from acquisition and planning through to procurement, construction and stabilisation.

    William has particular expertise in development management, contractor procurement, Building Safety Act Gateway approvals, programme strategy and investor-facing delivery. This breadth of experience enables him to provide commercially grounded advice informed by a clear understanding of how projects are brought forward in practice.

    At WeShape, William works with lenders, investors and developers, helping shape projects from early-stage strategy through to delivery, stabilisation and exit.

    William is a Member of the Royal Institution of Chartered Surveyors (MRICS), Member of the Chartered Institute of Building (MCIOB), Member of the Association for Project Management (MAPM), and an NEC4 Accredited Project Manager.

Contact

WT@weshapedevelopment.com

Co-Founder I Director

Joe Downey

With more than 15 years' experience in property investment, development and business leadership, Joe has built and led businesses responsible for the acquisition, funding and delivery of complex real estate projects across multiple sectors.

  • Prior to acquiring Cubex, Joe founded and led Queensbury Capital, a property investment and development business backed by Fiera Real Estate. Earlier in his career, he was responsible for acquiring and developing property for FTSE-listed Frasers Group.

    Joe co-founded WeShape from a belief that development advice should be informed by the realities of creating, funding and delivering projects. Through his work at Cubex, he remains actively involved in every stage of the development lifecycle, from acquisition and business planning through to planning, procurement, delivery, stabilisation and exit.

    This experience provides a perspective that extends beyond traditional advisory roles, combining investment thinking, commercial strategy and development expertise with a clear understanding of how decisions made throughout the lifecycle influence risk, performance and long-term value.

    At WeShape, Joe works with lenders, investors and developers, helping clients navigate complexity, manage risk and shape better outcomes across real estate projects.

Contact

JD@weshapedevelopment.com

Chairman

Ben Coles

With more than 25 years' experience across real estate investment and development, Ben has built and led businesses responsible for the delivery of complex projects across multiple sectors and market cycles.

  • Prior to becoming Chairman of Fiera Real Estate, Ben spent more than two decades at Wrenbridge, including 15 years as Chief Executive Officer. During his tenure, Wrenbridge established itself as one of the UK's leading development and investment platforms, delivering more than 10 million sq ft of projects with a combined value exceeding £4.5 billion.

    Ben brings a strategic perspective shaped by decades of experience in development, investment, capital partnerships and business leadership. His understanding of how value is created throughout the development lifecycle provides an important foundation for WeShape's approach to advising lenders, investors and developers.

    As Chairman, Ben works closely with the leadership team to support the long-term growth of the business and ensure WeShape continues to deliver commercially focused, development-led advice.

Contact

BC@weshapedevelopment.com

Our experience spans the full development lifecycle, from acquisition and funding through to planning, procurement, delivery, stabilisation and exit.

It is this perspective that underpins our approach, helping clients navigate complexity, manage risk and shape better commercial outcomes.

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