Women in Leadership: Spotlight on Rebecca Avery

How did you get into the industry?

During my gap year I worked at a local law firm and was set on becoming a lawyer, so I began a law degree at UWE Bristol. It didn’t last long because I soon realised how much I missed Guernsey, and I especially missed working (and earning money!). I moved back home and joined a small local trust company, supporting the team with private client wealth.

After five years, I felt ready for a change and a role came up on the Incentives team at Barclays, which later became part of ZEDRA through acquisition. I knew nothing about the field at the time but quickly grew to love it because it had such a different ethos to private client work and focused on helping companies look after their employees. This December will be my thirteenth year with the company – lucky 13!

What has been a key learning in your career?

I’ve learned the importance of patience, staying open‑minded and believing in yourself. I’ve also come to appreciate how important it is to trust your team, welcome change and be honest about where you can improve.

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

I’ve interviewed many people over the years, and I always come back to the same reason I love this industry – the people. From the global share plan community to my team in the Guernsey office and colleagues in other locations, they are what make the work worthwhile and genuinely enjoyable.

There’s a fantastic work ethic, a strong sense of camaraderie and a real passion for working together to create changes that have a meaningful impact on people’s lives.

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

Incentives has always evolved quickly, and advancements in tech have added new operational pressures. These pressures have also encouraged us to become more inventive, ambitious and collaborative.

Maintaining employee engagement is incredibly important in a volatile market, and it’s been rewarding to work with so many providers who share these values.

These industry shifts have also brought us to clients who genuinely value employee equity. This creates a sense of ownership, increases productivity and helps align employee goals with long‑term company success.

Connect with Bex Avery to explore how our Incentives team in Guernsey make ambition happen