Company
Meet the executives helping to shape the future of loyalty and rewards.
Combining decades of industry experience
As President of the TruCash Group of Companies, she spearheaded the development of Mondex and Visa Cash payment card chip technology, developed loyalty programs for Canada’s big five banks, and launched the very first Mastercard Prepaid reload network in Canada.
A pioneer in creating innovative banking products, Diana’s work has involved developing core banking solutions for non-profits, private companies and governments across the globe. Among her industry firsts, Diana worked with the Government of Canada to launch the country’s first cash back points program for all of Canada’s sports associations. Diana also led the development of the first web-based digital currency platform in the world and advises central banks worldwide on payments and innovation.
Diana is a member of the Forbes Financial Council, made up of senior-level financial executives and leaders. Members are selected based on the depth and diversity of their experience In the financial services industry.
Along with her team, Diana was recognized by the Innovative Payment Association as the industry’s Best B2B Problem Solver in 2019. DCR Strategies Inc. has also won more than a dozen Paybefore Awards and have been nominated for numerous PayTech Awards.
Diana actively volunteers and helps to raise money for many charities in the Greater Toronto Area, including Covenant House, CIBC Run for the Cure, Children’s Book Bank, Mississauga Food Bank, and Samaritan’s Purse.
Diana holds an MBA from Florida State University.
"I am a result-oriented leader and an expert in developing loyalty initiatives that help our clients achieve their objectives, whether that’s increased sales, more efficient services, or better client or employee retention".
Huguette is a Proven CEO with 30+ years of experience in the the marketing and loyalty industries.
Lauren Weekes brings over 20 years of experience to TruCash. As the VP of Operations, Lauren oversees the organizational activities supporting operational leadership in multiple departments - from finance and IT to human resources and accounts payable.
Her role encompasses many duties, including managing client technical issues, strategizing process improvements, and liaising banking submissions. Her thorough knowledge of internal processes has allowed for many successful programs.
Lauren has been fundamental to overseeing such campaigns at TruCash as Transat Tours Canada's BONBON Agent Loyalty Program, GTAA's Toronto Pearson Employee Appreciation Gift Cards, and multiple projects with DHL International.
Her previous experience includes working at British Airways, beginning in reservations, to Marketing Loyalty Manager at their New York office. She has used her expertise from this and many other industries like banking to own the projects that have been integral to TruCash's and represented clients’ successes.
Based in Canada, Ryan has created and scaled SaaS travel marketing technologies for over 17 years. A sought-after strategist, speaker, and seed investor, he has held senior positions with Travel Agency Tribes, Jerne, and Collette, among others.
Based in Canada, Tim has invested and worked in travel and technology for over 17 years. He was the Executive for Canada & EMEA at Virtuoso, a $32B global luxury network of 22,000 travel advisors and 2,000 partners. He also volunteers weekly at Toronto Daily Bread.
A client-focused, results-oriented sales leader with extensive experience in driving performance, increasing market share and improving customer loyalty.
More than 25 years of expertise in the hospitality industry, including hotel and destination sales, full-service meeting solutions, loyalty, reward and recognition programs and hospitality payment solutions.
Core strengths include highly productive, energized leadership, forming and leading high-performance teams, sales effectiveness, proven relationship management, strategic planning, improving sales processes, recruitment, revenue growth
Dianne Supervises, coordinates and manages the company's Client Management process as well as functions. Leading and directing customer service teams to assure achieving company, team as well as individual goals.
Chris Michaelis is an experienced Marketing Professional with over 15 years of experience in the prepaid and financial services industry. Bringing a wealth of knowledge and creativity to the TruCash Team, Chris is responsible for the planning, creation, execution and on-going measurement of the company's internal and external marketing activities. He is also responsible for the creative output of the TruCash Group of Companies’ marketing and branding products, overseeing the creative process, idea generation, presentation and execution of client branding and marketing requirements as well as the profitability and creative quality of client programs. Chris is a strong marketing professional skilled in Brand Loyalty, Customer Acquisition, Retention and Loyalty Programs.
Brad Benson is a hospitality industry veteran and our Vice President of Business Development. He oversees the timeshare and vacation ownership programs across North America, bringing over 30 years of dynamic experience in marketing and sales.
Brad is currently the Managing Partner of Benson Marketing Partners, LLC. In the past, he held several senior marketing positions at Marriott Vacation Club, Hilton Grand Vacations, Westgate Resorts and Wyndham Destinations. Brad is also an Adjunct Professor at the University of Nevada Las Vegas and a leading consultant for investment groups in the timeshare industry.
Brad is currently the Managing Partner of Benson Marketing Partners, LLC. In the past, he held several senior marketing positions at Marriott Vacation Club, Hilton Grand Vacations, Westgate Resorts and Wyndham Destinations. Brad is also an Adjunct Professor at the University of Nevada Las Vegas and a leading consultant for investment groups in the timeshare industry.
Lisette brings a wealth of experience to her role as Senior Account Director at TruCash. She began at TruCash in Marketing as our Media Relations Manager. She oversaw communications to paid press and prepared articles, press kits, press releases, and other initiatives. Her experience made her a great asset in lead generation and sales initiatives.
Lisette's previous experience in the hospitality industry gave her the knowledge she needed to lead programs in multiple verticals, including the Timeshare and Tourism industries. She has also successfully launched campaigns in the Government, Automotive, Education, and Non-Profit sectors. Her cross-functional collaborative skills and her natural inclination towards customer service made her fundamental in such incentive and loyalty programs with CFMWS, Tourism Programs, and Westgate Resorts, to name a few.
Her abilities to monitor and analyze the success of programs allows her to identify business development opportunities for future programs with new or current clients. Her attention to detail and scope has made her irreplaceable not only for the programs she develops, but also at TruCash.
Shadi is a licensed Barrister and Solicitor by the Law Society of Ontario. After getting her Juris Doctor in 2016, and LLM in 2017, Shadi held Associate positions at various law firms in Toronto. Shadi comes to TruCash with a wealth of knowledge from the Canadian financial industry as well. Prior to her legal career, she worked as Financial Advisor and Wealth Management Compliance Specialist with TD Bank Group for several years.
We’re simplifying rewards for growing businesses
In 2001, our founders had the vision to enhance traditional rewards and loyalty—one that provided real-time gratification and enabled businesses to reduce payment inefficiencies and gain a clearer understanding of customer needs and wants.
Built from the ground up, our unique loyalty and rewards platform helps companies easily launch and manage multiple reward, incentive, recognition and loyalty schemes with increased speed and flexibility.
“We do more than simply offer solutions; we create successful partnerships with our clients, resulting in strategic business solutions that help solve everyday business requirements and unique challenges.”
– Diana Fletcher, Co-Founder & President
