About Us

Motivforce brings together a dedicated, award-winning team of highly experienced specialists in creative loyalty marketing, behavioural motivation and enablement research, and incentive travel and event production around the world. All of them are ingrained in the very fabric of Motivforce and are not just academic partners. They live and breathe the programs and services we offer.


About Us

Motivforce brings together a dedicated, award-winning team of highly experienced specialists in creative loyalty marketing, behavioural motivation and enablement research, and incentive travel and event production around the world. All of them are ingrained in the very fabric of Motivforce and are not just academic partners. They live and breathe the programs and services we offer.


Our Leadership Team

Motivforce brings together a dedicated, award-winning team of highly experienced specialists in creative loyalty marketing, behavioural motivation and enablement research, and incentive travel and event production around the world. All of them are ingrained in the very fabric of Motivforce and are not just academic partners. They live and breathe the programs and services we offer.


David Cox PhD, MBA, MCom, BA Founder & CEO

David has unrivalled experience in designing and operating loyalty marketing solutions across all industry sectors gained during his impressive 25 year career. David’s expertise allows Motivforce to create and deliver bespoke customer loyalty, performance improvement and employee incentive programs which deliver sustainable ROI to our clients.  He is one of the few specialists worldwide to hold a PhD in Loyalty Marketing (University of Technology, Sydney) while also practicing as a loyalty marketeer. His further academic qualifications include a BA (Sydney University), Master of Commerce (UNSW) and MBA (UTS). David’s innovative client solutions have been recognised by over 20 global awards.

Dr. Debbie Keeling PhD, MPhil, BSc - Co-Director Motivforce R&D

Together with Ko de Ruyter, Debbie heads up our pioneering Research & Development division. She has extensive experience in designing and leading tailor-made projects for many renowned global companies, with a track record in delivering collaborative seminars and workshops between experts from business and academia. As a Reader in Consumer Psychology at Loughborough University in the UK, her expertise lies in driving customer motivation and behavioural change based on insights from high-level analytics. At Motivforce Debbie is skilled in translating this expertise into actionable and bespoke loyalty and e-learning marketing solutions for our clients.


Tony Zhang MBAManaging Director Greater China

Tony heads up our team in Greater China and also brings invaluable business analytics expertise to Motivforce globally. During his 12 year international career as a bilingual loyalty marketing professional in multiple industry sectors, he has specialised in big data, market research and data management. At Motivforce, Tony’s focus is on developing a practical set of business intelligence initiatives that enable clients to gain essential insights into loyalty program performance and go-to-market strategies. Before joining Motivforce, Tony managed customer loyalty programs in multiple countries for CiLoyalty (Flight Centre Ltd). He gained his MBA in global business management at Hult, Cambridge, USA.

Nelson Henriquez BA - Global Operations Director & MD Latin America

Nelson oversees Motivforce’s Global Operations Team which is responsible for our Customer Service Desk, content management for rewards sites on behalf of our clients, and day-to-day implementation and distribution of rewards merchandise and MasterCard reward programmes. Nelson has over 30 years’ experience in accounting, sales & marketing and consulting. He is a natural linguist who speaks Dutch, Spanish, English and Portuguese. Prior to joining Motivforce his career included senior positions at United Fidelity Trust, Aruba Convention & Visitors Bureau, ALM Airlines and CiLoyalty where he managed loyalty programmes for operations in Latin America. Nelson holds a BA in International Business from Bowling Green State University in Ohio.


Nick Merry BA Hons. Deputy CEO & Managing Director APAC

Nick has specialised in organising marketing campaigns and high-end incentive travel events for almost 20 years. Prior to joining Motivforce, he was Head of Strategic Accounts at Haymarket Media, managing major client relationships and developing products and events focussed on channel and B2B publications. As a result Nick brings to Motivforce an eye for detail and a strong understanding of marketing and reward concepts that appeal to resellers, driving them to go that extra mile. Nick holds a BA (Hons) in Business Administration & Marketing. He is a member of both the Professional Conference Organisers and Meetings & Events Associations.

Professor Ko De Ruyter PhD, MSc, MACo-Director Motivforce R&D

Ko co-directs Motivforce’s ground-breaking Research & Development division. As Professor of Marketing at the Sir John Cass Business School, University of London, his award-winning research focuses on customer loyalty marketing behaviour, marketing strategy, social media and customer relationship management. At Motivforce he applies these ground-breaking insights to the development of the next generation of loyalty programs and e-learning tools. Ko is passionate about the practical relevance of his research to our client’s businesses. He recently received a lifetime achievement award from the American Marketing Association for his leadership in the academic research community. Ko has also published widely in flagship academic business journals and makes the AMA Top 50 most productive authors in leading marketing journals.

Mark McKenzie - Chief Operating Officer

Mark is a senior business professional who brings extensive experience to Motivforce in disciplines ranging from project management to sales and marketing in companies across numerous industry sectors, ranging from start-ups to established businesses needing a change of focus or direction. His career includes sales and marketing roles (eShare, Vitrx Technologies, Don McDonald & Son), IT (Ellis Clowes Ltd, Ion Technologies) and operations (ATG Training and Delaney Secure Ltd). He has driven business improvement initiatives for corporate and public sector clients through analysis, strategic planning, negotiation skills and driving continuous change.

Let's MEET

If you would like to find out more about how Motivforce can help you find new ways of motivating and rewarding your staff please contact us.


Our Global Network

Our Global Network

Together for you

Motivforce Marketing and Incentives (MMI), together with our Boston based partner HMI, is your global loyalty and incentive solution provider.

HMI has an impressive history of helping business grow sales. Their innovative strategies and seamless implementation combine to create successful programs for manufacturers, distributors and service companies. The HMI team creates innovative, cutting-edge solutions.

Together we are proud to operate and execute a number of award winning global programs. Motivforce has offices in strategic global hubs, so we are able to offer specialised local support and reward suppliers to global programs, as well as manage localised programs backed with our global technology and resources.

Through our strong partnership, your international or local incentive program has the backing of our global experts who know just what it takes to ensure your program succeeds in both the local and international marketplace.




Motivforce in the NEWS

Motivforce recognised as a top 10 Gamification solutions provider 2017

Read the interview with our CEO Dr. David Cox @LoyaltyDoctor explains how we ‘re-engineer’ loyalty and the success of our B2B program for @CelebrityCruise in this interview with APAC CIO Outlook Magazine

 Click the cover for the online Digital Magazine version

Click the cover for the online Digital Magazine version

Watch the webinar: Rethinking Loyalty Marketing

Motivforce CEO Dr David Cox is joined by Neville Jackson, Director of Strategic Accounts, EAN APAC.  Dr. Cox has been in the loyalty marketing industry for 25 years, having managed award-winning loyalty programs across a variety of industries, including travel and technology.

The webinar covers:  

  1. The power of loyalty marketing in the travel industry
  2. Types of loyalty programs and which program would be right for your business
  3. 5 tips to increase your customer retention with loyalty marketing
  4. Loyalty marketing success stories from the travel industry
  5. How EAN can help empower your loyalty programs

Click the image below or here to watch the webinar.


Motivforce CEO Dr DavId Cox Interviewed on Sky New Business - Australia

Loyalty marketing expert and Motivforce CEO Dr. David Cox PhD. was recently interviewed in the Fox studios in Sydney by Sky News Business Success host Chloe James about Loyalty programs, business success, academia, research, analytics, communications and motivation. Watch the interview here:  

Motivforce Strikes Gold Twice at the Brandon Hall Awards

For the third year running Motivforce has achieved gold again at the 2017 Brandon Hall Excellence Awards with its Know Your IBM channel incentive program, winning the Gold Award for Best Sales Training Program for Extended Enterprise and Gold Award for Best Unique or Innovative Sales Training Program.

In addition, Know Your IBM received a Silver Award for Best Results of a Learning Program; and Bronze for Best Advance in Creating an Extended Enterprise Learning Program.

More details about the award winning program here.

Motivforce Loyalty Doctors present at HMI Performance incentives Forum

Uploaded by HMI Performance Incentives on 2017-01-26.

Our USA ally in loyalty excellence HMI Performance Incentives held their annual HMI Incentive Leadership Forum in Riviera Maya, Mexico. Our expert loyalty doctors were their to present at this showcase event.

Our CEO Dr David Cox perfectly captures the spirit of the Forum by pointing out that, "It really is an exciting time for being in this industry. With the fusion of motivation, social media, and making sure that businesses really drive a return on investment, this is an event that we are very, very proud of." 

Read more about this exceptional event at HMI's website for more information and watch their highlights video from the event.


ko de ruyter.jpg

CRN - Seven tips on building an engaged social community

From brand exposure to a vocal community

At a Motivforce event held in Sydney, Australia, co-director of Motivforce R&D, Professor Ko de Ruyter presented research on how to best cultivate an engaged social community and focussed on: marketing strategy, customer relationship management, social media and customer loyalty. He used popular culture icon Lady Gaga as an ongoing example throughout his presentation. 

The article was originally posted here on it can also be found on our blog here

Soft Benefits Of Channel Loyalty Programs Have Staying Power

By Motivforce CEO Dr David Cox

Getting the balance right between the hard and soft benefits of your channel loyalty program can be the key to its effectiveness.

Read the article here at DemandGen Report

A win at the B2B MArketing Awards

Motivforce Wins Best International Campaign Award for  Lenovo LEAP at the B2B Marketing Awards in London, UK 24th November.


Winning Streak Continues for Motivforce - Best Channel Marketing Agency in CRN Awards

Yahoo finance and a number of other news outlets picked up the story of our awards success. See the article here.

Our CEO on TV

Our CEO, Dr David Cox appeared on Worldwide Business with Kathy Ireland®. In this interview he shares his insights into the challenges and objectives of creating successful B2B loyalty programs, in particular for our client Lenovo.

Loyalty diagnosis and cure-
Raconteur Magazine

A loyalty and incentive company has to behave like a doctor – it has to diagnose the problem before implementing the cure, says Dr. David Cox - CEO Motivforce Marketing and Incentives in an interview with The Times' Raconteur Magazine
One common mistake that companies make is, instead of making a personal diagnosis, they just copy what their competitors are doing.