Deb Merkin

Deb Merkin is a passionate leader with over 20 years of C-level experience in the payments industry, driving proven results for employees, partners, and customers. As CEO and Founder of GiftCard Partners, she helps leading retailers like CVS Health, AutoZone, and Home Chef expand their B2B gift card distribution and reach new revenue channels. She also supports organizations in seamlessly integrating gift cards into their engagement strategies through the company’s proprietary Engage2Reward™ Platform, making rewards and incentives easy to implement, manage, and scale.

Deb leads GiftCard Partners’ full-service Gift Card Program Management division, working as an extension of top brand teams to grow sales, ensure compliance, and unlock new B2B opportunities. She blends strategic vision with operational execution, bridging the needs of enterprises, resellers, and platforms across healthcare, employee engagement, and public benefit sectors.

Before founding GiftCard Partners, Deb built new revenue-generating distribution channels and led high-performing marketing teams across the tech, financial, and retail industries. Today, she remains a sought-after voice in the digital incentives space—grounded in experience and energized by innovation.