Incentive Solutions Announces Strategic Reorganization

New Leadership Structure Supports Expanded Services for Channel Partner Programs

ATLANTA–(BUSINESS WIRE)–Incentive Solutions, a leader in channel marketing technology, today announced an executive reorganization following the company’s recent acquisition of OneAffiniti, a pioneering through-channel marketing automation (TCMA) provider. The changes aim to transition support and operational flow to bolster the company’s newly expanded scope of services.

Together with OneAffiniti, Incentive Solutions delivers centralized channel marketing tools that a growing number of B2B companies seek. The company serves a comprehensive list of B2B clients and vertical markets, including technology, manufacturing, finance, insurance, automotive, medical device and building/HVAC.

“This inclusive realignment better utilizes our leadership team’s impressive talent and expertise and ensures we can support our long-term vision, mission, and roadmap– to inspire growth, for our customers and our employees,” says Mark Herbert, CEO of Incentive Solutions. “Up to this point, our focus has been the integration of our organizations and immediate availability of customer-facing services. With this reorganization, we’re strategically positioning ourselves to grow cooperatively and evolve our offerings and technology in a way that proactively ensures our customers’ competitive edge.”

Joel Montgomery takes over as Incentive Solutions’ Chief Strategy Officer, leading corporate vision, strategy and initiatives, including mergers and acquisitions, partnerships, product roadmap and international expansion. “Joel is a proven leader,” says Herbert. “As the former CEO of OneAffiniti, he helped lay the groundwork for our robust new service offering. He brings in-depth knowledge of the TCMA space and its customers, as well as a bold vision of the technology’s upward trajectory.” Montgomery will report directly to Herbert.

Nichole Gunn assumes the newly created Chief Marketing Officer role. Formerly the Vice President of Marketing and Creative Services for Incentive Solutions, Gunn will preside over planning, development, implementation and monitoring of business marketing strategy. “Nichole is a creative innovator always pushing the team and challenging the status quo. She has been the backbone of Incentive Solutions, directing our marketing through every period of growth,” says Herbert. Gunn will continue to report to Herbert under her new title.

Michael Heldebrandt steps into the Chief Revenue Officer role, accountable for driving integration and alignment between all revenue-related functions, including marketing, sales, customer support, pricing and revenue management. He joins the team after leading OneAffiniti’s North American business. With over 25 years of international sales and marketing experience to the team, Heldebrant has held various executive leadership roles at companies including FedEx and Dell across the globe, including Japan, Hong Kong and Singapore. “Michael’s expertise in Channel marketing and strong desire to see brands and channel partners succeed will contribute to the growth of services offered by Incentive Solutions,” says Herbert. Heldebrandt will report directly to Herbert.

Kelly Held, previously Vice President of Technology for Incentive Solutions, assumes the role of Chief Information Officer. Held’s responsibilities include assessing current processes, security, recommending software upgrades, and directing the executive team on the best business strategies. Joining the c-suite, Held will continue to report to Herbert.

Previously Chief Technology Officer for OneAffiniti, John Madden will assume the same role within Incentive Solutions and report directly to Herbert. Madden is responsible for overseeing the development and dissemination of technology for external customers, vendors, and other clients to help improve and increase business.

In addition to leadership changes, Simon Hjorth will remain COO, now reporting to Herbert and Scott Bedora will remain CFO, continuing to report to Herbert.

About Incentive Solutions

Founded in Atlanta, GA, in 1994, Incentive Solutions is on a mission: To inspire growth – for our clients and our employees. A leader in the incentive technology development space, Incentive Solutions uses millions of exciting online rewards, incentive travel promotions, prepaid and gift card incentives, and innovative platforms to help manufacturers and distributors increase sales, capture mindshare, build customer loyalty, and improve data collection throughout their channel. For more information, visit

About OneAffiniti

OneAffiniti offers a service-enabled technology platform to create customized, scalable through-channel marketing programs, amplifying growth for brands and partners. With more than 3,500 channel partners globally, OneAffiniti offers a unique combination of technology, people, data and services to drive partner participation while providing valuable end-user and partner insights. Their multi-platform marketing campaigns feature enterprise-quality industry and product content designed to showcase the expertise of channel partners and engage audiences. For more information, visit


Emily Rios