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 28 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 30 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.

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.

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.

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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.