At Appco, we take pride in our work, the partnerships we build, and the culture we foster. Our clients—charity partners and a network of marketing companies—are at the heart of everything we do. But have you ever wondered what it takes to ensure that a dynamic organisation like Appco's wheels keep running smoothly? Our new Meet The Team series showcases the people of Appco who have contributed to our ongoing success. Many incredible people are working behind the scenes, and we want to highlight their stories to give you a better idea of who we are, where we are going and how we got to where we are.
We sat down with Isabel Montoya-Perez, Appco General Manager, who gave us a fascinating glimpse into her world. Isabel’s role is not just about keeping operations running; it’s about building bridges between stakeholders, nurturing innovation, and ensuring that our actions align with our clients’ goals.
A Balancing Act of Leadership
Isabel’s role as General Manager is multifaceted. She works closely with department heads, charity partners, and marketing companies, acting as the connective tissue that holds these diverse elements together. Her primary objectives include growing the business, optimising operations, and supporting client growth.
“What I love about my role is the variety,” Isabel shares. “I get to work with charity partners, understand their concerns, and innovate with them. But also, on the other side of the business, I support marketing companies with challenges like recruitment and retention, ensuring their success feeds back into our overall impact.”
The challenge lies in striking a balance. Charity partners often operate in a highly structured environment, adhering to strict frameworks and responsibilities to trustees and beneficiaries. On the other hand, marketing companies work in a more agile and sometimes volatile space, where flexibility and quick adjustments are vital. Isabel sits at the intersection, supporting both sides to achieve the best results.
A People-First Approach
For Isabel, leadership is inherently people-focused. Her journey started as a Client Relationship Manager, working closely with charity partners to manage their campaigns. This client-facing experience honed her interpersonal skills and instilled a deep understanding of the client perspective—a quality she’s carried into her current leadership role.
“Being a General Manager means listening constantly, understanding the needs of both clients and our internal teams, and creating an environment where everyone can thrive,” Isabel explains.
“I’ve seen firsthand how a supportive culture can empower people to do their best work, and that’s what we strive to maintain at Appco.”
One of her proudest moments? Watching a team member she mentored teach the next generation of brand ambassadors using lessons Isabel had shared with them. “It’s a full-circle moment,” she says. “It shows how our culture of knowledge-sharing creates a lasting impact.”
The Art of Critical Thinking
Isabel credits her philosophy and essay writing background as a surprising skill that has helped her career. “At school, I learned how to think critically and build a case for my arguments,” she says. “It’s a skill I use daily—whether it’s resolving conflicts, making tough decisions, or weighing options when there’s no clear right or wrong answer.”
This ability to think analytically is crucial when managing the expectations of multiple stakeholders. Charity partners may prioritise stability and compliance while marketing companies value innovation and agility. Isabel’s role involves navigating these complexities by evaluating each situation from all angles before making decisions.
“It’s not about finding the perfect answer,” Isabel reflects. “It’s about understanding the different perspectives, building trust, and ensuring that our decisions serve everyone involved.”
Fulfilling Work That Matters
One of the most rewarding aspects of Isabel’s role is seeing the tangible impact of Appco’s work. She recalls moments when charity partners shared how funds raised through Appco campaigns directly benefited their causes. “It’s incredibly fulfilling to see the scale of the work we do and how it changes lives,” she says.
On the other side, Isabel finds joy in watching marketing companies grow. “I’ve seen companies start from scratch and evolve into thriving businesses,” she shares. “Seeing their success—whether it’s opening new regions or being recognised for their quality—is a testament to the work we do behind the scenes to support them.”
This dual impact reflects the heart of Appco’s mission: driving growth for our clients and the causes they champion.
Looking Ahead: Excitement for the Future
As Appco gears up for more growth in 2025, Isabel is optimistic about what lies ahead. “We’ve gone through our fair share of growing pains,” she says. “But now, we have a strong team in place and solid foundations to build on.”
Her excitement stems from the collaborative culture at Appco. “Everyone feels invested in our goals,” Isabel notes. “It’s exciting to see what we can achieve when all the hard work (from training, resources, mentoring) comes together, and we’re working at our best.”
The Appco Difference: A Culture of Caring
What sets Appco apart is its culture—a culture of collaboration, openness, and genuine care for people. From fostering long-term relationships with charity partners (some spanning over a decade) to maintaining an open-door policy for staff and stakeholders alike, Appco embodies a commitment to doing the right thing by everyone involved.
Isabel emphasises the pride her team takes in delivering high standards. “We work in a sector that demands public trust, and every team member understands the importance of what we do,” she says. “We’re not just ticking boxes; we’re contributing to something bigger.”
A Shared Passion for Excellence
Whether raising funds for vital causes or helping marketing companies reach new heights, Isabel is committed to maintaining those strong partner relationships, some of which span over a decade working together.
We finished by talking about what Isabel wished clients knew about the work that goes on behind the scenes at Appco, to which she wanted to shine a light on the teams' dedication to raising the bar and meeting expectations. “We’re all human. We work in a sector subject to public scrutiny, and we have a high expectation of public trust. I would say that everyone takes pride in what they do and tries their best to deliver.”
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