Steve Bradbery, Savvy’s senior vice president for the USA and Canada, has been elected president of the Incentive Gift Card Coalition for 2026-2027. The August 6 announcement brings an executive working across processing, analytics and distribution into the leadership of a trade group focused on business purchases of gift cards. [S01]
The company experience behind the appointment
Savvy provides the technology that manages gift card programmes rather than simply selling a catalogue of rewards. Its Elevate offering lets brands configure operating rules such as redemption channels, permitted times, loading limits and product types, alongside reporting. Those functions determine how a card can be used after it has been sold or awarded. [S03]
This is commercially relevant to the B2B channel. A brand can distribute cards through employers, incentive agencies and other intermediaries, but wider distribution can also introduce commissions and promotional overlap. Savvy markets configurable rules as a way to manage that tension. The company’s product claims do not establish the savings of any particular programme. [S03]
A coalition spanning the supply chain
IGCC is part of the Incentive Marketing Association and promotes gift cards for incentive and recognition programmes. Its remit includes education, networking and resources for the B2B market. [S02] That market brings together organisations with different economics: brands seek purchases and customer engagement, distributors fulfil orders, and corporate buyers choose rewards for employees or customers.
Bradbery joined the coalition’s board in 2023 and previously held education, treasury and executive vice-president responsibilities. He said the incoming leadership would continue supporting brands with knowledge and connections to develop their B2B programmes. [S01]
Show data tableHide data table
| Officer | Organisation | IGCC position |
|---|---|---|
| Steve Bradbery | Savvy | President |
| Executive vice president | ||
| Treasurer and secretary | ||
| Past president |
The mix of organisations on the officer team reflects the fact that a gift card programme crosses several businesses before a recipient spends the value. A processor’s practical concerns about redemption and reporting are different from a reward distributor’s concerns about catalogue availability, but both affect the experience delivered to a corporate buyer.
What the election changes
The appointment gives Bradbery an industry leadership role; it does not give Savvy control over other members’ commercial programmes. The announcement contains no new supplier agreement, pricing change or mandatory technical standard.
The plausible benefit for members is a forum in which operational experience can inform shared education. For Savvy, the presidency provides visibility and participation in industry discussions. Neither should be described as a guaranteed source of sales.
The important follow-through will be the resources, events and practical work produced during the term. Those outputs can be assessed separately from the ceremonial appointment and from each member company’s own marketing.
In this article
Suzie Elis
Suzie Elis covers gift card products, digital gifting and distribution for Gift Card News.