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Building rewards from the ground up
When Cass joined FrieslandCampina as the Regional Rewards Lead, the landscape was shifting; new operating models, growing regional complexity, and evolving talent expectations. Her timing was spot on, she came in as we started turning a patchwork of local practices into one connected rewards strategy across Asia.
It wasn’t just about harmonising policies; it was about creating a reward system that reflects who we are and where we’re going.
Backed by 18 years of experience, she led with the mindset that rewards must evolve beyond transactional thinking. By introducing more human-centered approaches, she has helped teams in Asia move from policy execution to strategy partnership. She aligned countries under one regional approach, worked closely with business leaders, and set the foundation for a strategy that was business relevant, people first, and future proof.
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Rewards that reflect what people truly value
In today’s market, rewards must resonate deeper than just numbers. “People want to grow, belong, and be supported in the moments that matter,” she shared. This belief inspired a unique initiative from FrieslandCampina BG Asia (similar to the Tiger Cub program) offering mid-level managers international exposure to help them step up and unlock their full potential.
She also pushed for practical, family-first changes in global mobility: When we talked to relocating employees, we heard their biggest concern was their kids' schooling. So, we adjusted our policy to cover it. These aren’t just perks; they’re signals that FrieslandCampina listens and acts.
We’re shaping a rewards philosophy that connects hearts and minds with business priorities.
