Julie Barbier-Leblan is a serial entrepreneur with 15 years of experience in disrupting innovative technologies and strategic partnerships. She founded Merit Incentives, one of the fastest growing start-up in global engagement technology and solutions start-ups in the GCC and closed a 5M USD-Series A round with GCC VCs in 2021 led by Impact46 and TechInvest. Originally from France and after a successful career in finance law in Europe, Julie launched her first start-up in Dubai in 2012, MyList, a B2C digital gifting start-up. In 2016, Merit Incentives was set up to cater to the B2B growing demand on rewards & digital gifting for large enterprise clients such as Riyad Bank, Saudi Investment Bank, Shell, Adidas, IKEA, Air France KLM, Discover, HSBC to name a few. Julie recently decided to offer these robust enterprise software and solutions to cater to SMEs by launching Rewardsby.com and Giftcardsby.com.