Riyadh-based engagement and incentives technology company, Merit Incentives, has announced its acquisition of Synchro Marketing, an Australian leader in sales incentive programs. This strategic move is designed to significantly expand Merit’s global footprint, particularly in the Asia-Pacific region, while deepening its expertise in key industrial sectors.
Strategic Expansion into Asia-Pacific
The acquisition provides Merit with a strong foothold in the Australian market and serves as a launchpad for accelerated growth across Asia and the Pacific. By integrating Synchro Marketing’s established operations and long-standing client relationships, Merit aims to build a comprehensive global platform for incentives and customer engagement, managed from its headquarters in Saudi Arabia.
Julie Barbier-Leblan, CEO and Co-founder of Merit Group, stated that the acquisition enhances the company’s capabilities and accelerates its next growth phase. “This reflects Merit’s commitment to building an advanced engagement infrastructure that originates from Saudi Arabia and expands globally,” she said. “Synchro adds exceptional expertise in some of the world’s most demanding sales environments, strengthening Merit’s global platform, which is built on scalability, data intelligence, and measurable impact.”
Deepening Sector-Specific Expertise
Synchro Marketing brings over 30 years of experience in designing and managing incentive programs for the automotive and oil and gas industries. This specialized knowledge, honed through work with major global brands like Toyota, Lexus, and ExxonMobil, will be integrated into Merit’s offerings, allowing for more tailored and effective B2B loyalty solutions for enterprise clients worldwide. The integration will leverage data-driven models and AI to power multi-country, multi-currency programs through a unified platform.
Mark McEwan, CEO of Synchro Marketing, expressed his enthusiasm for the merger. “Joining Merit enhances the value we offer our clients through global reach, more powerful technologies, and scalable incentive programs, all while maintaining Synchro’s performance-driven approach. The ambition and speed of transformation in the Kingdom are impressive.”
Leadership Continuity and Integration
Under the terms of the deal, Mark McEwan will continue to lead Synchro Marketing, ensuring operational continuity and preserving the expertise that has built the company’s reputation. Synchro’s operations will be gradually integrated into Merit’s global platform, combining local leadership with Merit’s expansive technological infrastructure.
Fuelled by $40M Series B
This acquisition follows Merit Incentives’ recent closure of a $40 million Series B funding round in 2025, led by Investment Capital with participation from Tech Invest Com. The substantial funding provides a strong financial foundation to support the company’s aggressive strategy of international expansion and strategic acquisitions. Merit relocated its global headquarters to Riyadh in 2023, a move that aligns with its long-term regional growth plans and Saudi Arabia’s Vision 2030.
About Merit Incentives
Merit Incentives is a global technology company specializing in engagement and incentive solutions. Operating in over 160 countries, Merit enables organizations to design, run, and scale incentive, loyalty, and engagement programs across a wide range of sectors, providing a single global platform for localized engagement and measurable impact.
Source: ArabFounders
