Women in Leadership: Spotlight on Nicola Brown

How did you get into the industry?

I entered the industry by accident, after beginning my career in cancer research. Sixteen years ago, I joined the Incentives team within a business that later became part of ZEDRA, with no expectation of building a long‑term career in this space.

What drew me in was the team’s reputation for excellent training and development. I wanted to work somewhere that invested in its people, and that culture has carried through to ZEDRA today. It’s also a genuinely fun place to work.

Once I joined, the Incentives team grew in ways I hadn’t anticipated. The work was varied and challenging, and there was always something new to learn. I was surrounded by colleagues who created a supportive, collaborative environment where questions were welcomed and ideas were shared. Over time, the role became more meaningful as I understood the impact we had on clients and their employees.

Coming from a scientific background turned out to be an advantage. Analytical thinking, evidence‑based decision making and being comfortable with complexity transferred naturally into this field. What started as an unexpected move has become a career I truly enjoy.

What has been a key learning in your career?

Keep an open mind, stay curious and always look for ways to improve.

Being open minded helps you adapt to new responsibilities and changes in the industry. Curiosity encourages deeper understanding and better decisions. A commitment to continually improving yourself strengthens resilience and supports long‑term progression.

These habits work hand-in-hand, helping you create a career that keeps moving forward.

What would you say to someone considering a career in your industry?

The people are one of the best parts of working in Incentives.

Whether you are collaborating with advisors, colleagues or even other businesses in the industry, you will find a community that is supportive, approachable and generous with its knowledge. Because the work can be complex and fast moving, no one expects you to have all the answers right away. Asking questions is encouraged and learning from each other is part of the culture.

This creates an environment where you can grow quickly, build confidence and feel part of a wider professional network. Even across firms, there is a high level of respect and camaraderie that makes the industry uniquely rewarding.

What are the opportunities and challenges you’re seeing in the industry?

Geopolitical uncertainty and pricing pressures are leading to longer hold periods for private‑equity‑backed companies. This environment delays exits, increases the complexity of due diligence and requires more operational value creation while firms wait for better market conditions.

At the same time, these pressures are creating opportunities within Incentives. Longer hold periods mean we work with clients over a much greater stretch of the investment cycle, which strengthens relationships and leads to more regular reviews of their plans.

Businesses are also placing greater emphasis on operational performance, so incentive arrangements need to stay meaningful, flexible and aligned with how value is being created over time. Supporting clients through these adjustments has become an increasingly important and rewarding part of our work.

To explore how Niki and our Incentives experts in Guernsey work with companies and advisors, get in touch.