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Julie Barbier-Leblan is a seasoned entrepreneur with 15 years of experience in tech innovation and business expansion. As the founder and CEO of Merit Incentives, she has transformed the company into a leading global engagement technology firm, securing major clients like Amazon, IKEA, SAB, Shell and Riyad Bank. Julie's entrepreneurial journey began in Dubai in 2012 with MyList, a B2C digital gifting startup, which evolved into Merit Incentives in 2016 to address growing B2B demand for engagement solutions. Under her leadership, the company has raised significant funding, including a $28 million Series B round in 2025, and expanded its suite of SaaS platforms such as Rewardsby.com and GiftCardsby.com, supporting 7,000+ brands across 160+ countries. Recognized as a visionary leader, Julie has earned numerous accolades, including Forbes’ “Top 20 Women Behind Middle Eastern Tech Brands” and multiple industry awards for innovation and leadership. She actively supports women in the loyalty and rewards industry, co-founding WiiN (Women in Incentives & Loyalty Global Network). Additionally, she holds leadership roles in key industry organizations, including the Incentive Marketing Association. With offices in multiple global locations and a strong focus on digital engagement technologies, Julie continues to drive Merit Incentives toward global expansion, enhanced accessibility for SMEs, and a potential IPO in the coming years.
Julie Barbier-Leblan is a seasoned entrepreneur with 15 years of experience in tech innovation and business expansion. As the founder and CEO of Merit Incentives, she has transformed the company into a leading global engagement technology firm, securing major clients like Amazon, IKEA, SAB, Shell and Riyad Bank. Julie's entrepreneurial journey began in Dubai in 2012 with MyList, a B2C digital gifting startup, which evolved into Merit Incentives in 2016 to address growing B2B demand for engagement solutions. Under her leadership, the company has raised significant funding, including a $28 million Series B round in 2025, and expanded its suite of SaaS platforms such as Rewardsby.com and GiftCardsby.com, supporting 7,000+ brands across 160+ countries. Recognized as a visionary leader, Julie has earned numerous accolades, including Forbes’ “Top 20 Women Behind Middle Eastern Tech Brands” and multiple industry awards for innovation and leadership. She actively supports women in the loyalty and rewards industry, co-founding WiiN (Women in Incentives & Loyalty Global Network). Additionally, she holds leadership roles in key industry organizations, including the Incentive Marketing Association. With offices in multiple global locations and a strong focus on digital engagement technologies, Julie continues to drive Merit Incentives toward global expansion, enhanced accessibility for SMEs, and a potential IPO in the coming years.
