Buyatab announced on July 24, 2018 that founder and chief operating officer Matias Marquez had become president and chief executive, effective July 6. Previous chief executive Johann Tergesen was appointed vice-chair of the board.

Marquez had held senior leadership roles since the company began in 2009 and had served continuously as a director. He said he started developing Buyatab while at university and welcomed responsibility for its next phase.

The company supplied merchant gift card ecommerce and digital delivery infrastructure. Its platform supported purchases through merchant websites and delivery by email or text message, with mobile-wallet compatibility described in the announcement.

Buyatab cited recognition from Deloitte Technology Fast 50 and the 2017 Profit 500 ranking, along with its Growth Company of the Year award at the June 2018 BC Technology Impact Awards. These references concerned the company's earlier growth and recognition.

Marquez's individual awards included BC Business Top 30 Under 30 and EY Entrepreneur Of The Year recognition in 2016 and Canada's Top 40 Under 40 in 2017. Board chair Yuri Fulmer linked the appointment to Marquez's leadership and role in developing the business.

At the time, Buyatab served merchants in the United States, Canada and Europe across retail, hospitality, restaurants and related sectors. The leadership announcement did not introduce a new gift card product or customer program.