Merit Incentives




Merit Incentives is composed of highly enthusiastic and results-driven professionals with a passion in loyalty, recognition, technologies, gifts & rewards

Julie Leblan CEO & Founder

Julie Leblan

Julie began her career as a solicitor before refocusing her career towards her passion of entrepreneurship. Julie first launched MyList in 2012, a B2C gifting company, quickly followed in 2016 by Merit Incentives which uses innovative technologies for B2B clients to enhance their relationships with both employees and customers. Julie is EY Woman Entrepreneur of the Year in the UAE 2019 and a winner at The Incentive Awards in London as Entrepreneur of the Year 2019. She was elected in 2020 in the TOP 30 under 40 by The Loyalty Magazine Awards in London and was recognised as one of the “Top 10 Women of a New Business Era to Watch out for in 2020” by CIO Views Magazine.

Rob Hamilton Chief Financial Officer

Rob Hamilton

Rob joined Merit in January 2021 from AIMIA Loyalty Solutions, where he was Finance Director for EMEA supporting loyalty programs such as Air Miles and U by Emaar. Prior to AIMIA, Rob worked for The Rug Company, a Private Equity backed retailer and held various roles across financial analysis, reporting and control at Kingfisher plc (FTSE 100). Rob is a Chartered Accountant having qualified at EY in London.

Raouf El Cherkawi Director of Strategy

Raouf El Cherkawi

Raouf joined Merit in 2019, leading the Merit business in Egypt where he lead the market launch of our employee engagement platform and also delivered a loyalty solution for one the largest banks in Egypt. Post launch, Raouf moved to Dubai, expanding his scope to cover all of the MENA region as Group Director of Strategy. Raouf is an MBA Graduate from Barcelona and has true global experience having lived and worked in Egypt, UAE, Spain and KSA – where he worked on the Riyad Metro Project, one of the largest and most high-profile projects in the region.

Olivier Leblan Chief Product Officer

Olivier Leblan

Olivier is a result-oriented Senior Technology Professional with 20+ years of experience with multinational organizations, including 10 years with Chalhoub Group, a leading retail group in the Middle East, where he was part of the Executive Committee. Prior to that Olivier spent 3 years at Accenture, working as a project lead for transformation delivery. Olivier focuses his energy on enabling business performance, business transformation and value creation through Technology. Olivier has a master’s degree from ESCP.

Reymher Ocfemia Nobrera Director, Business Excellence

Reymher Ocfemia Nobrera

Reymher has been with Merit Incentives since May 2019. Prior to Merit Incentives, Reymher worked for Shukran, the region's biggest retail loyalty programme. He specializes in Loyalty Programme Operations & Management, Customer Experience Management (CXM), Customer Acquisition & Retention, Business Process Mapping & Re-engineering, System Integrations, Training and Development. Before moving to the UAE, Reymher worked for Advanced Contact Solutions - Philippines for customer care projects of US Airways (merged with American Airlines), Universal American Financial Corporation & PrescribaRx.

Prerna Sonawane Partnerships Director GCC

Prerna Sonawane

Prerna Sonawane is the Partnerships Director at Merit/MyList with a focus on bringing in key new partners across the MENA region. Before joining Merit, she worked at an F&B MNC with a love for client relations, data analysis, growth and strategy which she brings to Merit today. She is also a proud member of the Women in Incentives network (WIIN) sharing her passion for the reward and loyalty industry alongside other inspring women.


give us a call on

+971 (0)4 319 7849

send us an email at

complete our form

and we'll call you back

Close Menu