Rivervale highlights value of apprenticeships during National Apprenticeship Week

Vehicle leasing and fleet management specialist Rivervale has marked National Apprenticeship Week 2026 by highlighting how apprenticeships can provide a genuine route into long-term careers, rather than simply a first step into work.

The company pointed to the experience of Jess, who joined Rivervale as a marketing apprentice in September 2025, as an example of how apprenticeships can work when young people are given responsibility, trust and structured support. National Apprenticeship Week runs from 9th to 15th February and carries the theme “Skills for Life”.

Ben Freakley, group marketing manager at Rivervale, said apprenticeships require commitment, particularly within small teams.

He said: “Apprenticeships can be brilliant, but in a small, fast-moving team they do need real time and support. I was genuinely sceptical about taking one on, because I didn’t want to short-change someone’s development. Jess has completely changed that.

“She’s proactive, she learns quickly, and she thinks for herself. She’s not doing ‘donkey work’. She’s running campaigns, speaking to partners, getting involved with filming, and she cares about results. It’s been a breath of fresh air.”

Rivervale said Jess has taken on meaningful responsibility since joining, managing campaigns end-to-end, contributing to marketing plans, taking part in vehicle review filming and liaising directly with suppliers and partners.

The business said her willingness to analyse outcomes and ask how activity can be improved has strengthened the wider marketing team.

Jess said the trust placed in her role had been central to her development. She said: “I’ve felt trusted from the start, which has made a huge difference.