Beyond compensation: Shaping meaningful rewards

Driss Bouamrani Director Reward CoE

For Driss Bouamrani, rewards are about more than just numbers: they shape how people feel valued at work. As FrieslandCampina’s Director of CoE Rewards, he brings a fresh perspective that integrates benefits, compensation, and recognition into a strategy that genuinely supports employees. With a background in pension consulting, Driss has long understood that pensions can’t be viewed in isolation; they’re part of a much bigger picture. Now, he’s taking a holistic approach, ensuring that every element of the reward strategy aligns with both the company’s broader goals and the evolving needs of its people.

Meaningful locally tailored benefits

Driss is analytical by nature and loves to dive into a project. “One of FrieslandCampina’s achievements I’m most proud of is developing a clear vision for Total Rewards: our Total Rewards Philosophy, and connecting all the dots,” Driss shares. “Through targeted initiatives across different countries, FrieslandCampina is shaping an approach that balances competitive compensation with meaningful, locally tailored benefits. It’s truly unique.” What drives him most is FrieslandCampina’s purpose. “I spent years advising companies from the outside, but now I feel connected to something bigger - a mission that goes beyond business. We’re not just talking about numbers; we’re contributing to feeding the world while building a sustainable future for both employees and farmers. That’s what makes this work meaningful.”

Inge and Driss

Rewarding success, inspiring engagement

Looking ahead, “Reward for Success” is a key pillar of FrieslandCampina’s Reward strategy - ensuring that compensation reflects both individual and collective achievements. Driss is committed to refining this approach, making sure rewards are not only competitive but also deeply meaningful. His ultimate goal? To build a Total Rewards landscape that not only attracts top talent but also keeps people engaged and appreciated, not just through paychecks, but through a workplace culture where everyone feels supported and truly valued.