Merit Acquires Synchro Marketing to Strengthen Global Leadership in Sales Incentives for Automotive and Oil & Gas

Riyadh, Saudi Arabia | January 2026

In a strategic move to accelerate its global expansion, Merit announced the acquisition of Synchro Marketing, an Australian market leader in sales incentive programs for the automotive and oil & gas sectors.

This acquisition underscores Merit’s commitment to building a fully integrated global platform for incentives and engagement, combining Synchro’s deep expertise and long-standing relationships in the Australian market while expanding across APAC.

"This acquisition strengthens our capabilities and accelerates our next phase of growth,” said Julie Barbier-Leblan, Group CEO and Co-Founder at Merit. “Synchro brings exceptional expertise in some of the world’s most demanding sales environments."

Mark McCowan, CEO of Synchro Marketing, added: “Joining Merit enhances what we can deliver to our clients including global reach, stronger technology, and scalable incentive programs.”

Synchro Marketing will continue to operate under its current leadership while integrating into Merit’s global platform. With over 30 years of experience serving brands including Toyota, Lexus, and ExxonMobil, Synchro strengthens Merit’s B2B loyalty solutions.

This milestone reflects Merit’s long-term commitment to Saudi Arabia and alignment with Vision 2030. Since establishing its Riyadh headquarters through the NTDP Relocate Program in 2023, Merit has positioned the Kingdom as its global hub. In 2025, Merit closed a USD 40 million Series B led by Al Istithmar Capital and Tech Invest Com.