Achievement Awards Group is a global engagement and incentives agency headquartered in Cape Town, designing employee recognition, reward, and performance programmes for organisations across multiple industries. At the heart of their work is a simple idea: when people feel valued, performance follows.
In this conversation, Lianne reflects on building a career in the engagement space, why she joined WiiN, and what she continues to gain from being part of a community of women in business.
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Can you tell us about your career path — how did you find your way into the engagement and recognition space?
I joined AAGroup almost 23 years ago as an Account Manager, after working in marketing and direct mail. I loved the client campaigns, but I consistently gravitated toward the people side of performance – employee engagement and recognition. Getting involved in our own internal engagement program (and the build of our internal recognition platform) was the turning point… and I’ve been in the space ever since. Today I work in strategic project management and Total Rewards, but I still stay hands-on with both client programs and our internal staff program.
Was there a defining moment that shaped the direction of your career?
There have been a few “aha” moments – being a finalist on two internal group incentive travel experiences (Mauritius and Dubai) showed me the emotional power of well-designed recognition. Winning the IMA RPI Pinnacle Award twice was a big professional milestone, and receiving the RPI Recognition Champion award in 2024 was especially meaningful – it felt like a full-circle moment in my journey.
Recognition is central to your work. Why do you believe it matters so much in business culture?
Because culture drives behaviour – and behaviour drives results. When people feel seen, valued and connected to purpose, you get more discretionary effort, stronger collaboration and better execution. Recognition is also a core pillar of Total Rewards (alongside compensation, benefits, wellbeing and learning & growth). When it’s designed and run well, it’s not a “nice-to-have” add-on – it’s a practical lever for performance and retention.
In your experience, are women recognised in the same way as men — formally and informally?
In my experience, it depends less on gender and more on the system: program design, access, nomination criteria and the team mix all influence outcomes. Where programs are structured and inclusive, opportunity to give and receive recognition can be very balanced. One pattern I do see often is that women tend to do a high share of the recognising – especially in the informal, day-to-day moments.
Have there been moments in your own career where visibility changed things for you?
Yes, industry recognition can amplify your work beyond your immediate circle. Being recognised on stage at an IMA event, and then having that shared through industry channels, increased my visibility with peers, colleagues and clients. It opened more conversations, strengthened credibility and created new opportunities to contribute.
What originally drew you to join WiiN?
At my first IMA conference in New Orleans, I saw the WiiN banner and the member get-together and it immediately caught my attention. I went home, did some reading on what WiiN stands for and joined because I wanted to be part of that community and conversation.
What has being part of a women’s network given you personally?
It’s given me perspective and a sense of shared experience. The webinars and conversations have sparked real “food for thought” and practical takeaways, but also reassurance: it’s powerful to know other women are navigating similar challenges, and it’s okay to not have everything perfectly figured out all the time.
Has mentorship played a role in your journey — either as a mentor or a mentee?
Absolutely. I was a mentee last year, and it helped me broaden my understanding of the global incentives landscape (even down to terminology differences across countries). It was also a year of personal loss, and having a mentor who offered steady support, encouragement and accountability helped me keep moving forward. The wider support from the community meant a lot.
What do women sometimes underestimate about themselves at work?
Our own capability and credibility. So many women experience imposter syndrome – downplaying the value we bring or waiting for “perfect” before we speak up. I’m a new believer in using your voice earlier, taking your seat at the table and backing yourself even when you feel stretched
How do you try to create environments where others feel seen and valued?
I’m intentional about inclusion and acknowledgement. In meetings, I invite input from everyone, not just the loudest voices and I make space for different perspectives. I also try to recognise effort and impact in the moment: a quick thank-you, giving credit publicly, and using our recognition platform to reinforce values and celebrate people doing great work. And I try to carry that mindset into my personal life too.
When you think about the next stage of your career, what kind of impact do you want to make?
I want my work to matter – building recognition and engagement programs that genuinely work, both internally and for clients. I’d love to be known as a subject matter expert, while also growing others: sharing what I’ve learned, supporting newer team members, and helping the business evolve and grow.
If you could tell your younger self one thing, what would it be?
Don’t sweat the small stuff and don’t wait to be “ready.” Be brave, back yourself and enjoy the work you’re building. Life moves quickly; make it count.
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Written by Elaine Keep www.elainekeep.com