Reward ramps up global growth plans with leadership appointments and investment in Middle East operations

Reward, a specialist in customer engagement and commerce media, reports a significant investment aimed at bolstering its international footprint, with a focused expansion in the Middle East.

Sam Sprekos has been named Managing Director (MD), International, and will move from London to be based in Dubai. He has over 20 years of experience working across global markets, including eight years driving commercial growth and innovation as MD at Reward UK.

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 expanding its Dubai office, the central point for its Middle East operations, while hiring senior positions for key customer facing roles such as sales, marketing, delivery, and operations.

Alongside this regional expansion, the company will continue to operate its global headquarters in the UK, with its Singapore office remaining a key hub for serving the APAC region.

This aligns with Reward’s 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 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," says 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.”

2024 RTIH INNOVATION AWARDS

Customer engagement is a key focus area for the sixth edition of the RTIH Innovation Awards, which is now open for entries.

The awards, sponsored by CADS, 3D Cloud, Retail Technology Show 2025, and Business France, celebrate global tech innovation in a fast moving omnichannel world.

It’s free to enter and you can do so across multiple categories.

Key 2024 dates

Friday, 25th October: Award entry deadline 

Tuesday, 29th October: 2024 shortlist revealed

30th October-6th November: Judging days

Thursday, 21st November: Winners announced at the 2024 RTIH Innovation Awards ceremony, to be held at RIBA’s 66 Portland Place HQ in Central London.