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Senior Content Manager
Content specialist in office design and build.
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As Oktra’s new Head of Sustainability and Environmental, Jamie Firman is on a mission to make sustainability a seamless part of every project—not a costly add-on or a box-ticking exercise. With more than 17 years of experience across the construction industry and a passion for progressive, practical change, Jamie’s appointment marks an exciting next chapter in Oktra’s sustainability journey.
We sat down with Jamie to hear more about what brought him to Oktra, what drives his approach to sustainability, and how he hopes to shift perceptions across the design and build industry.
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What attracted you to this role and to Oktra as a business?
When I looked into the company and saw the B Corp certification, that really stood out. B Corp is difficult to achieve, and it signals that a business is serious about sustainability and accountability. It told me that Oktra was walking the walk, and actually embedding sustainability into how the company operates.
The other big pull for me was the opportunity to get involved earlier in a project. Coming from a main contracting background, you’re often brought in once the big decisions have already been made. With design and build, we’re involved right from the start—and that’s where you can make the most positive impact.
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How does your background influence the way you work in sustainability today?
I actually started as a management trainee when I was 17, working across different departments at a contractor that focused on new build and social housing. I was drawn to sustainability quite early—back in 2009 or 2010—but eventually went into site and project management. I loved being part of delivery, and seeing a project come to life.
But over time, I started to feel frustrated. I was seeing the gap between what we said we were doing on sustainability and what we were actually doing. That drove me to make a change and step into a dedicated sustainability role.
In my previous role, I was their only sustainability manager, essentially building the sustainability department from the ground up. It gave me exposure to every part of the sustainability agenda—from social value to environmental reporting—and reinforced just how important it is to be proactive, rather than reactive.
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What are the biggest sustainability opportunities for Oktra right now?
The biggest opportunity is changing the misconception that sustainability has to be difficult, expensive, or disruptive. We want to make sustainability standard—not something that’s bolted on at the end, but something that’s baked into every part of our process from day one.
Circular economy is a great example. If we can’t reuse materials within the original scheme, we should be rehoming them—whether that’s through local communities or specialist partners. It could be as simple as a different van turning up to take the materials away, but the impact is huge.
Ultimately, we want to make sustainability feel seamless. It shouldn’t be something clients worry about—it should just be part of how we deliver great projects.
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Why is early involvement in projects so important for sustainability outcomes?
When you’re brought in late, like at tender stage in a traditional build, you’re often dealing with a fully developed spec. There’s very little flexibility to suggest alternatives, because design work is done, and key decisions are locked in.
In design and build, we’re involved in those early client conversations. That means we can influence design choices, including materials and methodology. We can support clients to make informed, sustainable decisions from the outset—and that has a much bigger impact on the overall outcome.
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Are clients becoming more sustainability-conscious in their briefs and expectations?
Absolutely. Over the last few years, the shift has been dramatic. Many clients now have sustainability frameworks or legislation they’re bound by. Landlords and tenants are also influenced by access to funding, which is increasingly tied to environmental performance. And of course, businesses want to attract and retain the best talent—which often means demonstrating their values through their workplace.
There’s a healthy level of competition, too. When one company raises the bar, others follow suit. All of this has created a tidal shift. Clients are more informed, more ambitious, and they expect us to be able to deliver meaningful sustainability outcomes from the outset.
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How do you work with clients who may not have a clear sustainability strategy yet?
The key is early engagement and removing the fear factor. Sustainability doesn’t have to mean extra cost or complexity. Sometimes it’s about helping them understand that sustainability isn’t always about certifications—it can be simple decisions around materials, waste, energy use, or end-of-life thinking.
Often, we identify someone within the business who’s particularly passionate about an area, whether it’s carbon, materials, or wellbeing, and we can tailor our approach around that. It’s all about giving clients confidence that we’ll support them to achieve meaningful results, whether they have a formal strategy in place or not.
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What are you most excited about looking ahead?
I’m excited to help make sustainability something that just happens naturally—not something that feels like a hurdle. If we can empower every part of the business to embed sustainability into what they do, we’ll create real, lasting change.
We’ve got a great foundation at Oktra, and my role is to build on that. I want our clients to come to us not just because we can deliver amazing spaces, but because they know we’re going to help them do it sustainably, efficiently, and responsibly.
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Speak to a workplace expert
020 7553 9500
info@oktra.co.uk
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