Merit, a global engagement and incentives technology company headquartered in Riyadh, has announced the acquisition of Synchro Marketing, an Australian specialist in sales incentive programs for the automotive and oil and gas sectors. The transaction was signed in Riyadh in January 2026 and represents a significant step in Merit’s international growth strategy. By bringing Synchro into its portfolio, Merit aims to deepen its sector expertise while expanding its operational footprint across key global markets.
Strategic Rationale Behind the Deal
The acquisition reflects Merit’s ambition to build a fully integrated, end-to-end global platform for incentives and engagement. Synchro Marketing contributes more than three decades of experience designing and managing performance-driven programs for complex dealer networks and channel partners. This depth of expertise strengthens Merit’s offering in highly regulated and competitive industries where measurable outcomes and compliance are critical.
Impact on Global and Regional Markets
Synchro’s strong position in Australia provides Merit with an immediate gateway to the broader Asia-Pacific region. The deal enhances Merit’s ability to serve multinational clients seeking consistent incentive strategies across multiple geographies. It also supports the company’s broader goal of delivering scalable solutions that can adapt to local market needs while maintaining global standards.
Leadership Perspectives on the Acquisition
Julie Barbier-Leblan, Group CEO and co-founder of Merit, described the acquisition as a catalyst for the company’s next phase of growth. She emphasized that Synchro’s experience in demanding sales environments complements Merit’s data-driven, technology-led platform designed for scale and impact. From Synchro’s side, CEO Mark McCowan highlighted the advantages of global reach, stronger technology, and expanded capabilities that the partnership brings to clients.
Integration and Operational Continuity
Following the acquisition, Synchro Marketing will continue to operate under its existing leadership team. This approach is intended to preserve the company’s performance-focused culture while enabling a gradual and structured integration into Merit’s global operations. Clients are expected to benefit from continuity in service alongside access to expanded technological and analytical resources.
Technology, Data, and Platform Expansion
Merit plans to integrate Synchro’s programs into its unified engagement platform, enabling multi-country and multi-currency deployments. The combined capabilities will support data-driven and AI-enabled engagement models designed to improve performance visibility and return on investment. For global brands such as Toyota, Lexus, and ExxonMobil, the integration promises greater consistency, compliance, and scalability across incentive initiatives.
Alignment with Saudi Arabia’s Vision 2030
The transaction also reinforces Merit’s long-term commitment to Saudi Arabia as its global hub. Since relocating its headquarters to Riyadh in 2023 through the NTDP Relocate Program, the company has aligned its growth with the Kingdom’s Vision 2030 objectives. Merit’s USD 40 million Series B funding round in 2025 further underlines investor confidence in its strategy and regional base.
Merit’s acquisition of Synchro Marketing marks a strategic consolidation in the global incentives and engagement industry. By combining regional expertise with a scalable technology platform, the company is positioning itself to meet the evolving needs of multinational clients. The deal underscores Merit’s intent to grow from Saudi Arabia into a truly global leader in performance and engagement solutions.