Meet Josephina Smith, the Reward Director at British Airways (BA), who is shaping strategy from the inside out with a head for numbers and a heart for people. She stepped into HR at a time when the field was undergoing significant evolution. What used to be called personnel management was transforming into something far more focused on value creation for businesses: Human Resources. For Josephina, that change was magnetic. She was drawn to the variety it offered and the mix of skills it demanded, including the psychology of people and behavior, business and financial drivers, leadership, contextual intelligence, the ability to diagnose, predict and take actions that will improve business performance.
While some still think HR is a softer side of business, she sees it differently. “If you really think about business performance,” she says, “it’s about looking not just at the numbers but also the people behind the numbers. Most missed opportunities are due to human factors.
What set her on the path to reward management? It wasn’t part of her original plan. In fact, she says she stumbled into it but quickly got captivated by the blend of analytics, psychology, governance, and risk mitigation reward requires. More than two decades later, she’s still hooked. And now, as Reward Director at British Airways (BA), she’s helping the company connect reward to performance, culture, and business strategy in powerful ways.
At her core, Josephina sees herself as a businessperson first, someone who makes sure HR decisions are rooted in business reality, not theory. She’s passionate about all things related to rewards, performance, inclusion, leadership, and growth.
More Than Just Milestones
Listed as one of the “10 Most Influential HR Leaders to Follow in 2025,” Josephina is a humble, people-savvy, impact-driven, and transformational director. When prompted to discuss significant milestones in her career that have culminated in her present position as Reward Director at BA, she responds with measured clarity and characteristic candor.
Josephina doesn’t think of this in terms of milestones, per se. For her, it’s always been a love for realising the potential of reward management helping to drive businesses forward including the influence it can have on leadership and culture when done right. She finds it fascinating that what seems like a no-brainer often isn’t. She points out that it might appear incredibly obvious, yet it’s surprising how many businesses haven’t truly nailed down the reward equation.
For her, it has been a true blessing to help redefine reward frameworks across various sectors—work she describes as incredibly gratifying. And in many roles, she’s naturally expanded beyond the boundaries of Reward, stepping into broader HR leadership. This astute executive demonstrates a strong enthusiasm for Human Resources and articulates its significance in business now and in the future.
Balancing Act: Devoted To Excellence Yet Seeking Equilibrium
For a woman in a leadership role, it is highly demanding to maintain equipoise in every aspect of of life. Despite her high-energy days and demanding schedule, Josephina remains committed to personal balance, though she admits it’s a work in progress. ” It is very easy for me to tip the balance in favor of work,” she smiles. “I absolutely love what I do.” Particularly when her work has great impact, she is quite committed to it. Josephina gets so totally immersed at times that it becomes tough for her to step back and disengage. We can say that it’s a testament to her dedication, and she’s often lost in the pursuit of truly moving the needle.
Definition of True Success: All About Impact
Success can mean so many different things to us, a big moment, a goal we hit, or something we chase our whole lives. But for Josephina, it boils down to one thing: living a life that is pregnant with purpose, genuinely making a difference in people’s lives, both at work and outside of it.
She’s all about mentoring HR professionals and those in other fields, always pushing them to grow and achieve more. When they hit new heights and do amazing things, that’s when Josephina feels she’s truly made a mark. As she puts it, “I truly believe that great leadership is about who people become when they have been led by you.” One of my mentees once said to me “right I am just going to channel my inner Josephina” that was telling! and to me sounded like the start of something bold! Whether it was her fearless alter ego, her sassier shadow self, or just her go-to for saying what needs to be said, I was totally there for it.
She’s really proud of the person she’s become and everything she’s done that has brought about a positive change. Josephina sees it this way because, sometimes, it’s those little things – a word of encouragement, a simple hug, or an unexpected act of kindness at just the right moment that people always remember!
Roadblocks
Like many other trailblasing leaders of color in the corporate world, Josephina has definitely faced her share of hurdles. She’s experienced everything from being treated differently than her peers, to seeing less impactful colleagues receive preferential treatment, and even facing outright blockers and intentional barriers.
But she has got a level-headed perspective on it all. Josephina shares, “I’ve always known how to move with grace and that people don’t normally bother empty vessels.” Beyond that, her strong Christian faith gives her deep conviction that everything ultimately works out for her good, regardless of the immediate outcome.
Don’t mistake her for a “wallflower,” though! Josephina is far from it. She’s passionate and acts with complete integrity, always doing what’s necessary believing that doing what is right for the business can never be wrong. She challenges situations whenever and wherever needed. This seasoned leader also strongly believes in reflection, seeing it as the key to turning knowledge into genuine insight.
A Day in the Life as Reward Director at British Airways
As Reward Director at BA, Josephina’s day is an energetic blend of strategy, analysis, and engagement. She described her mornings as typically starting with her “rather loud laugh” as she either skips or dances into the office, truly a morning person. Before she even powers on her computer, she’s usually approached with requests for meetings or work reviews. Her first order of business is always to connect with her team and ensure she’s on track with key deliverables.
Around midday, Josephina focuses heavily on collaboration, meeting with HR and leadership teams. These discussions revolve around reward strategies, employee engagement, and upcoming initiatives. The afternoons are often dedicated to assessing the effectiveness of reward proposals and strategizing for future improvements, and she tries her best not to miss lunch! As evening approaches, Josephina makes sure to check for anything that might have been “derailed” during the day so she can address it promptly, whether it’s a short-term fix or a longer-term plan.
Rewarding BA’s Future Workforce
This seasoned HR professional believes her work in reward management has a significant effect on shaping the future of British Airways’ workforce. She’s been told she has a real creative streak, and she sincerely agrees. Josephina explains, “When you mix innovation with creativity, you can create magic that really drives the business forward.” And there is no better brand like BA achieve some pretty amazing things.
For Josephina, this means not just attracting and keeping the right talent but also positively influencing company culture. She’s focused on ensuring that British Airways sees a solid return on investment from its reward programs through better productivity and performance, all while carefully managing risk. She mentions that she has already been able to accomplish some of this at BA in a relatively short amount of time, which she finds fantastic. She quickly adds, though, that it takes a lot of hard work and a huge amount of resilience. There are some great people at British Airways who are really committed to making it the best business it can be for colleagues and customers. So, I seek out those people and collaborate with them.
Advice for Aspiring HR Leaders
With two decades under her belt in HR and Reward Management, leading teams, and shaping strategies, Josephina’s career is truly inspiring for anyone just starting out. As they say, ‘drop the ladder down for others and help them climb it,’ she really takes that to heart, working hard to keep the next generation ready to rise and take the reins.
Josephina has some powerful advice for aspiring HR leaders who look up to her and hope to follow a similar career path. She urges them to believe in themselves and their natural gifts, underscoring that “fulfilling your dreams will always be on the other side of difficult.” She also highly recommends finding people who will genuinely advocate for these aspirants and push them to improve. Above all, Josephina stresses the importance of embracing growth wholeheartedly and never “playing small.”
Strategic Journey: From Impact to Thought Leadership
Beyond simply making a huge difference in most of her roles, Josephina has also racked up some awe-inspiring achievements and recognitions along the way. She’s particularly pleased to have been given the label of “thought leader” in the HR space. This recognition means she gets tons of invitations to speak at various HR events and conferences, which she thoroughly enjoys. Josephina especially loves sharing what she calls her “hairbrained ideas” – concepts that people haven’t quite considered yet. She truly believes the best is still ahead, saying she wants to keep it moving!
Take on the Cutting Edge of HR and Reward
When asked about the current trends in HR and reward management that she finds most exciting or transformative, Josephina immediately points to several key areas. She’s particularly thrilled about the improvements in structures, efficiency, and productivity that are emerging thanks to AI. Beyond that, she’s captivated by the rise of massive personalization in reward and the sheer number of novel reward engagement opportunities that are popping up everywhere. Josephina’s enthusiasm is precise as she declares, “I say bring it!”
Belief and the Bigger Picture
She’s not just skilled and knowledgeable but also passionate about helping women rise in the HR industry. What is her technique? “By just doing it—and seeking out women I can help and advocate for.” She believes in paying it forward, ensuring the next generation of female leaders is even stronger. Her advocacy and mentorship demonstrate a strong commitment to uplifting the capabilities of others within the field.
