Merit has announced the acquisition of Synchro Marketing, an Australian leader in sales incentive programs. The move strengthens Merit’s global position in automotive and oil and gas incentives. It also accelerates expansion across the Asia Pacific region. Merit operates as a global engagement and incentives technology company headquartered in Riyadh.
The acquisition supports Merit’s strategy to build a fully integrated global incentives platform. It combines technology, data, and sector expertise at scale.
Expanding Sector Expertise and Regional Reach
Synchro Marketing brings more than three decades of experience. The company specializes in complex incentive programs for dealer networks and channel partners. Its expertise spans automotive and oil and gas sectors.
This acquisition enables Merit to:
- Deepen sector specific incentive capabilities
- Strengthen its footprint in Australia and APAC
- Support global clients with local market insight
- Expand relationships with leading industrial brands
Synchro’s strong presence in Australia complements Merit’s global reach. Together, they aim to deliver consistent performance across regions.
Building a Unified Global Incentives Platform
Merit plans to integrate Synchro into its global technology platform. Synchro will continue to operate under its current leadership. This approach ensures continuity for clients and teams.
The combined platform will enable:
- Multi country incentive program deployment
- Multi currency reward and payout management
- Centralized governance and compliance
- Consistent performance tracking at scale
Merit will also enhance the use of data driven and AI enabled engagement models. These tools help clients measure impact and improve results across markets.
Leadership Perspectives on Growth and Impact
Julie Barbier Leblan, Group CEO and Co Founder of Merit, highlighted the strategic value of the deal. She emphasized Merit’s mission to build advanced engagement infrastructure from Saudi Arabia. She also noted Synchro’s strength in demanding sales environments.
Mark McCowan, CEO of Synchro Marketing, shared confidence in the partnership. He stated that joining Merit expands client value through stronger technology and global reach. He also praised the pace of transformation underway in Saudi Arabia.
Supporting Global Clients and Iconic Brands
Synchro has worked with major global brands over the years. These include Toyota, Lexus, and ExxonMobil. This experience strengthens Merit’s B2B loyalty and incentives offering.
Clients will benefit from:
- Scalable incentive design across regions
- Improved data visibility and reporting
- Stronger alignment between sales and rewards
- Reliable execution in complex markets
The acquisition enhances Merit’s ability to serve global enterprises with consistent standards.
Alignment With Vision 2030 and Long Term Growth
The milestone reflects Merit’s long term commitment to Saudi Arabia. The company established its Riyadh headquarters in 2023 through the NTDP Relocate Program. It positioned the Kingdom as its global hub.
In 2025, Merit secured a 40 million dollar Series B round. Al Istithmar Capital and Tech Invest Com led the investment. This momentum supports continued global expansion and innovation.
Merit now operates in more than 160 countries. The Synchro acquisition marks another step toward global leadership in incentives and engagement technology.