Alice Ford
Reward, global leader in Customer Engagement and Commerce Media, today announces a significant strategic investment aimed at bolstering its international footprint, with a focused expansion in the Middle East. This move underscores Reward’s commitment to enhancing service delivery and supporting its growing global customer base to serve customers operating across 12 markets in the CEMEA region.
To lead this new phase of international growth, Reward is making key executive appointments. Sam Sprekos has been named Managing Director (MD), International, and will move from London to be based in Dubai. Sam is a seasoned senior executive with over 20 years of experience working across global markets, including eight years driving commercial growth and innovation as MD of Reward UK. His executive leadership and deep understanding of business operations will be instrumental in replicating the company’s successful business model in new and promising markets.
Tracy Webb has also been appointed Vice President, Banking International. Based in Singapore, she will play a crucial role in shaping and executing Reward’s international banking strategy, lead new business initiatives, and oversee tailored programmes for partners.
As part of this investment, Reward is significantly expanding its Dubai office, the central point for its Middle East operations, while actively hiring senior positions for key customer-facing roles such as sales, marketing, delivery, and operations. This strategic base will strengthen the region’s growing network of retail and banking partners, providing localised expertise and reinforcing Reward’s reputation as a trusted global partner. Alongside this regional expansion, Reward will continue to operate its global headquarters in the UK, with its Singapore office remaining a key hub for serving the APAC region.
This expansion aligns with Reward’s continued international growth, marked by a strengthened partnership with Visa and the recent onboarding of over ten major banks across the Middle East and Asia. These developments are coupled with the continuous expansion of Reward’s global merchant network, which now includes the largest retail groups operating across CEMEA and APAC, including Al Futtaim, Landmark Group, and international brands such as Deliveroo, Intercontinental Hotels, and Virgin Megastore.
“We are entering an exciting new chapter for Reward as we expand our presence internationally,” said Jamie Samaha, CEO at Reward. “Sam has been an invaluable asset to our UK business over the last few years – deeply ingrained in our DNA and culture, he’s perfectly positioned to replicate our UK success on an international scale. I am confident both Sam and Tracy will continue the growth momentum we’re already seeing in new markets, empowering brands to create customers of the future by making everyday spending more rewarding.”
