ZOE DENNY BRINGS HER EXPERIENCE TO THE GEO TEAM
Meet Zoe Denny, GEO's Senior Director, Member Engagement, who has over 13 years of experience in the equity industry and a deep expertise in global share plans, equity compensation, and remuneration.
Zoe’s career has been defined by her leadership and innovative contributions, including her tenure as a GEO Board Member from 2020 to 2021 and her pivotal role in establishing the GEO Nordics Chapter. Previously, she served as Head of Member Services at ProShare from 2015 to 2020, where she significantly enhanced member engagement and industry collaboration.
Now at GEO, Zoe is focused on strengthening member relationships and expanding GEO’s impact across the global equity compensation landscape.
Let's learn more about Zoe and her vision for advancing the industry through GEO's global network of members.
GETTING STARTED AND CAREER MOTIVATION
I started out in Share Plans around 14 years ago during the UK financial crisis of 2008 I had been working in the Mortgage industry and the crisis had huge and widespread effects on the economy meaning there were no mortgages to be had, so given my experience in finance I decided to switch paths to share plans and the rest is history!
Share plans were something different and interesting and niche that I felt I could turn my hand to given my past experiences.
My journey began at Capita (now MUFG), where I worked as an Operations Manager. In this role, I managed a wide range of FTSE 100 and global share plans, guiding them through the entire lifecycle—from grant to vest.
I then took on the position of Head of Membership at ProShare, which allowed me to connect deeply with our members through newsletters, training programs, sponsorships, and our flagship events: the annual awards and conference. A personal highlight was attending my very first US GEO Conference in Boston!
After five rewarding years at ProShare, I joined Aon, where I supported clients with the operational side of their share plans. This included interim share plan management, global payroll projects, share plan effectiveness studies, and, of course, rolling out new plans and crafting communications to engage employees effectively.
Each role has enriched my understanding of the industry and given me the chance to work on exciting initiatives that drive employee engagement and equity ownership.
I have loved the variety of work I have been able to do in this sector through the years and of course the people I have met over the course of my career!
I have been really lucky in my career to work at some wonderful companies and with some truly fabulous and inspiring people!
PROUDEST MOMENT AND BIGGEST SUCCESS
It has always felt wonderful to support a client with their plan, from inception, to closing that enrolment window and see significantly above average take up!
Being at ProShare and growing the membership and event attendance was a really exciting time for me.
Having the opportunity to put my stamp on some of the things we achieved as an organisation and as a team was really rewarding.
One of the most rewarding experiences was supporting a client through their journey from pre-IPO to post-listing in the US.
I managed all aspects of their share plan activities during this transformative period, including crafting employee communications, navigating payrolls through complex tax requirements, and successfully implementing a new stock plan administrator.
Working closely with internal and external stakeholders and building really good working relationships with them really helped all of us understand the ‘why’ but also work through the ‘how’ and who would do what.
It is a challenging time for companies going through this process so working together is crucial.
FAVOURITE SHARE PLAN
My favorite share plan is the classic UK SAYE (Save As You Earn). It’s a fantastic way for employees to save towards purchasing shares at a discounted option price set at the start, with little to no risk involved. Savings are protected by the Financial Services Compensation Scheme (FSCS), providing an added layer of security.
If the share price increases over the three-year savings period, employees can exercise their options to buy the shares and either hold onto them or sell them for a profit.
If the share price drops below the discounted option price, employees can simply withdraw all their savings.
With flexible contributions ranging from small amounts up to £500 per month (subject to company-set limits), it’s a plan that truly offers something for everyone!
ADVICE, KNOWLEDGE AND INSIGHTS
When I first started out in share plans I did find some things quite alien – I had previously spent time in the mortgage industry where I knew everything there was to know, and starting afresh in a new field was a little daunting but having a great team around me and some wonderful clients really helped – but I definitely wish I has expanded my network earlier in my share plan career!
I think I was in a stock plan administrator mindset and didn’t really see much of the wider industry or the industry bodies and events but I think if I had known or got involved earlier it would have developed my knowledge of the wider industry and given me a wider network
I think if I could give advice to people coming into the industry today, it would definitely be to expand your network and knowledge and attend events and training that give you the opportunity to do so.
I did this when I joined ProShare, and it really did open doors for me – I only wish I had done this earlier in my career.
Once I started getting out there you couldn’t stop me, I would go to the opening of an envelope if it meant I could meet new people and learn something in the process!
Whilst mistakes can be painful (and potentially costly) – I think you always learn valuable lessons from them.
It is important to make sure you take action after a mistake to ensure you (and your team) cannot make that mistake again.
Crazily, I had opportunities to join a share plan when I was younger and didn’t participate at the first opportunity so three years on from that, I was definitely regretting it!
There are quite a few … share plans is filled with talented and inspirational people. I think you need a number of people to give you different viewpoints from different sides of our industry.
Of course I can’t help but mention Gabbi Stopp FGE who about 9 years ago encouraged me to take a public speaking course (at the time I rarely said anything in front of an audience!). I took a course with the SUMO guy – which was one of the best things I ever did for my career!
PERSONAL CAREER GOALS
I am delighted to have landed at the Global Equity Organisation, as Senior Director for Member Engagement.
Having served on the GEO Board in the past, attended and spoken at many GEO events and continue support the Nordics Chapter, I feel like GEO is my natural home and I am excited to meet more of our members and continue to grow GEO globally!
I think being part of GEO makes me realise how much fantastic content is available for GEO members in the GEOlearn hub and through the surveys, so I definitely want to spend some time over the holiday period tuning into some GEO webcasts!
My Equity Career aims to uncover the personal and professional journeys of select GEO members in the share plan industry. By sharing their experiences, we hope to provide valuable insights and advice for those interested in or currently working in our field.
Through these stories, we seek to celebrate the diverse paths, challenges, and achievements that shape our global community, offering inspiration and guidance to both newcomers and seasoned professionals alike.