Virtual Incentives appointed Alex Rogow to lead a newly formed employee engagement practice in July 2023. The team focuses on providers that embed rewards into workplace programmes.

Rogow’s responsibilities include bringing in partners, developing existing relationships, retention and product development. The company said the practice would work with engagement platforms and agencies serving employers internationally.

His previous experience includes business development, customer success and marketing roles at CashStar, Xceleration, Nexchange and Loop Commerce. He also held a leadership role at promotional-products business The Icebox.

Rogow said reward relevance depends on both timing and local availability. Virtual Incentives described its platform as a way for partners to extend their gift card and payment choices while managing delivery through a common system.

At the time of the announcement, the company reported more than 1,400 gift card brands alongside prepaid cards, digital payment services and bank deposits. The appointment supports its effort to build a dedicated offering for the employee recognition market.