Jennifer Clay reflects on Outstanding Achievement Award success

Finance Connect continues its series highlighting the winners of the Finance Connect Summer Awards 2026. Jennifer Clay, Head of Marketing at Shire Leasing, received the Outstanding Achievement Award in recognition of her transformational impact on marketing across Shire Leasing and Shire Funding.

The Outstanding Achievement Award recognises an individual who has made an exceptional contribution to their organisation and the wider industry through innovation, leadership and measurable business impact.

Jennifer Clay received the accolade after leading the transformation of marketing at Shire Leasing and Shire Funding from a traditional sales support function into a strategic, data-driven growth engine within just 12 months of joining the business. During that time, she established clear brand positioning for both businesses, led the launch of CRM-integrated websites, introduced marketing attribution for the first time and championed innovative customer engagement tools such as the Cowculator, delivering measurable commercial results while helping modernise how specialist finance is marketed.

For Clay, receiving the award was both a personal honour and recognition of the people she has worked alongside throughout her career.

“Receiving this award is incredibly humbling,” she said. “Marketing is a team sport, so while it’s a personal honour, it also reflects the hard work, creativity and commitment of the people I’ve had the privilege to work alongside throughout my career. Having your contribution recognised by industry peers is particularly meaningful, and it gives me an opportunity to reflect on how far we’ve come and the impact we’ve been able to make.”

She said the industry’s recognition was especially rewarding because the transformation was about changing perceptions of marketing’s role within the business.

“It’s incredibly rewarding because the transformation was never just about marketing activity; it was about changing perceptions of what marketing could contribute to the business,” Clay explained. “We moved from a largely tactical function to one that is aligned with commercial objectives, driven by insight and measurable outcomes.

“To see that work recognised by the industry is hugely satisfying because it validates the belief that marketing can be a genuine growth driver. I’m particularly proud that we’ve built a function that combines creativity with data, strengthens relationships across the business and delivers tangible results.”

Looking back on her career, Clay said her greatest achievement has been building marketing functions that create lasting commercial value.

“Rather than a single campaign or project, I’m most proud of building and developing marketing functions that create lasting value for businesses,” she said. “Seeing marketing earn a seat at the strategic table and become recognised as a commercial contributor is something I’ve worked hard to champion throughout my career.

“I’m also proud of mentoring and developing people along the way. Watching team members grow in confidence, progress in their careers and achieve success of their own is one of the most rewarding aspects of leadership.”

Asked what has been the key to her success, Clay pointed to curiosity, continuous learning and relationship building.

“I’ve always believed that success comes from being genuinely curious, willing to keep learning and focused on building relationships,” she said. “The asset finance industry is built on trust, and that applies just as much internally as it does externally.

“My advice would be to understand the commercial side of the business as deeply as you understand your own discipline. Be prepared to challenge yourself, embrace change and never stop looking for ways to add value. Relationships, credibility and consistency are built over time, and those are the foundations of a rewarding career.”

Looking ahead, she believes marketing will continue to become more strategically important as customer expectations evolve.

“I think we’ll see marketing playing an even greater strategic role in shaping growth and customer experience,” she said. “Data and technology will continue to influence how we engage audiences, but the organisations that stand out will be those that balance digital innovation with authentic human connection.

“Customers increasingly expect personalised, relevant communications and seamless experiences. Marketing teams will need to combine insight, technology and creativity to meet those expectations while helping businesses differentiate themselves in an increasingly competitive market.”

Professionally, Clay is looking forward to building on the foundations already established.

“I’m excited about continuing to build on the foundations we’ve established and exploring new ways marketing can support business growth, customer engagement and innovation,” she said. “The industry is evolving rapidly, and that’s what makes it such an exciting place to be.

“Personally, this award is a reminder to take a moment and appreciate the journey. I’m looking forward to continuing to learn, taking on new challenges and hopefully helping to inspire and support the next generation of marketing talent entering the industry.”

Reflecting on the Finance Connect Summer Awards evening, Clay praised the event for bringing together the finance community to celebrate success.

“The evening was fantastic,” she said. “It was wonderful to see so many people from across the industry come together to celebrate success, share experiences and recognise the achievements of individuals and businesses.

“The atmosphere was incredibly positive, and Finance Connect did an excellent job of bringing everyone together. Winning the award was, of course, a real highlight, but it was equally enjoyable to spend time with colleagues, peers and industry friends celebrating the achievements of the sector as a whole.”