Saudi Tycoon Abudawood to Helm Merit Incentives, Fueling Global Tech Push

RIYADH, Saudi Arabia – April 10, 2026 – In a move that underscores the convergence of traditional industry prowess and modern technology, global engagement firm Merit Incentives Group has appointed Saudi business tycoon Mohammed H. Abudawood as its new Chairman of the Board. The appointment signals a major strategic acceleration for the Riyadh-headquartered tech company as it leverages seasoned leadership to drive its global expansion and M&A activities.

Mr. Abudawood, a formidable figure in the Saudi business landscape with a career spanning over three decades, brings a wealth of experience from sectors including trading, manufacturing, and distribution. His leadership is expected to introduce a new layer of strategic governance to Merit, which has recently reported triple-digit growth and is rapidly scaling its loyalty and rewards platforms across more than 100 countries.

Julie Barbier-Leblan, Group CEO and Co-Founder of Merit, commented on the significance of the appointment. “Mohammed Abudawood’s joining our group marks a significant milestone in Merit’s journey,” she stated. “As we continue to scale our global engagement infrastructure from Saudi Arabia, his strong background, international partnerships, and board leadership will be instrumental in strengthening our foundation and driving our long-term strategy.”

A Strategic Alignment with Vision 2030

This high-profile appointment is more than a corporate reshuffle; it is a clear embodiment of Saudi Arabia's Vision 2030. The national blueprint, designed to diversify the Kingdom's economy away from oil, heavily emphasizes empowering the private sector and cultivating a vibrant digital economy. Merit Incentives stands as a prime example of this vision in action.

In 2023, the company strategically relocated its headquarters to Riyadh under the National Technology Development Program (NTDP) Relocate initiative, a government program designed to attract promising global tech firms to the Kingdom. By establishing Saudi Arabia as its global hub, Merit has positioned itself at the epicenter of the region's digital transformation. The appointment of a respected local business leader like Abudawood further cements this alignment, blending international tech ambition with deep-rooted Saudi business acumen.

Vision 2030 aims to increase the private sector's contribution to GDP to 65% and is aggressively fostering an ecosystem for digital innovation through infrastructure development and investor-friendly policies. Merit's focus on providing scalable digital engagement solutions for businesses worldwide directly contributes to these goals, showcasing how a Saudi-based company can compete on the global stage.

From Consumer Goods Titan to Tech Governance

Mohammed H. Abudawood's career is a testament to building and scaling massive enterprises. He is the founder of Abudawood Trading Company and Abudawood Industrial Company, with a legacy tied to the Abudawood Group—a conglomerate with roots dating back to 1935 that became a dominant force in fast-moving consumer goods (FMCG) distribution. The group is renowned for its long-standing partnerships with global giants like Procter & Gamble and Clorox.

For over 20 years, Mr. Abudawood served as General Manager for two Clorox USA–Saudi joint ventures, where he was instrumental in orchestrating regional expansion and sophisticated logistics strategies that solidified brand dominance. This experience in managing complex international partnerships and large-scale distribution networks provides a unique and valuable perspective for a tech company focused on global growth.

His credentials extend deeply into corporate governance. He has served as a chairman and board member for numerous public and private institutions, including a term on the Jeddah City Council. His international exposure is highlighted by his service on the board of Harvard University's Institute for Social & Economic Policy in the Middle East. This extensive background in both operational excellence and high-level governance is precisely what Merit needs as it matures into a globally scalable, product-led technology group.

Fueling a Global Push in a Competitive Market

Merit Incentives is operating in a dynamic and fiercely competitive global loyalty market, facing established players like Annex Cloud, Antavo, and Capillary Technologies. However, the company has demonstrated remarkable momentum. It has successfully raised a total of $45 million across several funding rounds, including a recent $28 million Series B in February 2025, signaling strong investor confidence.

This financial backing has fueled tangible growth, including the January 2026 acquisition of Synchro Marketing, a strategic move to bolster its capabilities in the automotive and oil & gas sectors. The company's platforms now serve over 20 million users through a network of 5,000 partner brands, including regional heavyweights like Riyad Bank and Vodafone.

As the new Chairman, Mr. Abudawood is tasked with leading the advancement of governance frameworks, fostering strategic partnerships, and guiding the company's M&A activity. His proven ability to forge global alliances and his deep understanding of diverse industrial and retail sectors could unlock synergistic acquisition opportunities, bridging traditional industries with Merit's digital engagement solutions.

Mr. Abudawood expressed his enthusiasm for the role, stating, “Merit has established a differentiated engagement infrastructure platform with global reach and deep Saudi expertise. I am honored to join as Chairman and look forward to contributing to the continued expansion of its ecosystem and overall growth.”

With a seasoned industrialist at the helm, robust financial health, and a strategy deeply aligned with its home country's ambitious economic vision, Merit Incentives is positioning itself not just to compete, but to lead in the rapidly evolving world of global engagement technology.