Hayet Azouz on Leading with Confidence and Connection

Hayet is a Corporate Sales Manager. With experience at Virgin Incentives, Xexec, and Buyagift, she’s built strong relationships at the frontline of corporate sales. Working closely with clients seeking incentives in a shifting landscape, Hayet brings a keen understanding of what drives engagement.

We sat down with her to discuss being a woman in business, how WiiN is supporting her goals, and what lies ahead.

For those unfamiliar, how would you describe what Virgin Incentives does and the value it brings to clients?

Virgin Incentives helps businesses reward, recognise, and engage their people in ways that are truly memorable. We offer a wide range of rewards – from adrenaline-filled days out and relaxing getaways to dining experiences, retail brands, and even unforgettable holidays. Our rewards are designed to express gratitude in a way that genuinely resonates, fostering more motivated teams, stronger engagement, and a more positive workplace culture.

What initially drew you to the world of corporate incentives and employee engagement?

I studied psychology, so I’ve always been fascinated by what truly motivates people, how we feel valued, and what helps us thrive. I then started out in door-to-door sales, which taught me resilience, grit, and how to handle rejection fast. Employee engagement and corporate incentives are a space where I can apply that understanding in a real-world, meaningful way.

We’re creating experiences that make people feel recognised, valued, and inspired, and it makes this space so powerful and rewarding to be part of.

WiiN is all about championing women. How does Virgin Incentives create space for female leadership and progression within the business?

Championing women and fostering an inclusive culture is core to who we are. We’re proud to have strong female representation at all levels of the business, including our CEO, which really sets the tone and shows there’s no ceiling on progression here.

We support internal growth through mentoring, open career conversations, and a culture that values diverse perspectives and experiences. Flexibility and trust are key pillars of our approach, enabling women to advance their careers in a manner that aligns with their personal lives and goals.

What’s especially powerful is that women at Virgin Incentives are encouraged to lead in a way that’s authentic to them. There’s no pressure to fit a traditional mold – individuality is celebrated. That creates space for innovation, confidence, and real connection.

Have there been moments in your career where you’ve had to navigate bias or blockers, and what helped you push through?

Absolutely. Like many women in business, I’ve had moments where I’ve had to prove my credibility more than expected, or walk into rooms where assumptions were made before I’d even spoken. Sometimes the bias is subtle — being talked over in meetings or overlooked for input.

What has helped me push through is staying rooted in my confidence and capability, and having a strong support network. Peers and strong female leaders have encouraged me to speak up, stay visible, and own my space.

I’ve also learned to reframe blockers as fuel. Instead of letting them hold me back, I use them as reminders of why advocating for inclusion is so important.

Who do you look to for inspiration, either in your everyday life or in the broader business world?

I find inspiration in different places depending on what I need — resilience, creativity, or leadership.

In my everyday life, I’m inspired by the women around me who juggle a hundred things and still show up with empathy, strength, and humour. From family and friends to colleagues who lead with integrity and lift others as they climb.

In the wider business world, I admire leaders who combine commercial success with strong values. People like Sara Blakely, who built Spanx from scratch while staying incredibly human and purpose-driven. And of course, I’m inspired by our CEO, Danni Rush. Seeing a woman lead with such clarity, confidence, and authenticity has a real impact. It reminds me of what’s possible and keeps me motivated to grow and lead in my own way.

What’s your go-to source when you need a fresh dose of motivation?

When I need a boost, I turn to mindset-focused podcasts like The Diary of a CEO or How to Fail with Elizabeth Day. They offer real, unfiltered conversations about success, setbacks, and everything in between. They help me recentre and remind me that growth often comes through challenge.

I also dip into books like Atomic Habits by James Clear when I need to reset my focus or shift perspective. It’s a great reminder that small, consistent changes can lead to big results.

If you could give one piece of advice to your younger self starting out in sales, what would it be?

It would be to trust the process and back yourself, even when it feels uncomfortable.

In those early days, I thought confidence was something you had to earn, but I’ve learned it’s something you build by showing up and learning through every “no.” I’d also say don’t take things personally. Every challenge is a lesson, and every rejection brings you closer to a win.

And be curious, not just about the product, but about people. When you really understand who you’re talking to, that’s when you start selling with impact.

What drew your team to WiiN, and what impact has being part of the network had on you personally or professionally?

What drew us to WiiN was its mission — to elevate women in industries where leadership can still feel unbalanced — and to achieve this in a collaborative, empowering, and action-focused manner. At Virgin Incentives, we’re big believers in celebrating individuality and championing diverse voices, so WiiN’s values really resonated from the start.

Personally, it’s been incredibly energising. WiiN has opened the door to honest conversations, powerful stories, and a strong sense of community. It’s helped me reflect on my own journey, grow in confidence, and feel part of something bigger than my day-to-day role.

Professionally, it’s sparked fresh thinking. Being surrounded by women who are innovating, leading, and lifting each other up is a powerful reminder of what’s possible when we share knowledge and support across industries.

What big goals are you excited about?

Personally, I’m excited to take the next step into leadership. I want to take on bigger challenges, support others, and keep growing in confidence and impact. I’m pushing myself outside of my comfort zone, because that’s where the most meaningful growth happens.

And more broadly, I’m passionate about continuing the conversation around inclusion, representation, and what it means to lead authentically. There’s real momentum behind that right now, and I’m proud to be part of it.

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Written by Elaine Keep - https://elainekeep.com/