Management Team

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The Virtual Incentives executive team includes pre-paid pioneers, technology innovators, specialists in high security industries and experienced digital marketers – all bringing a unique perspective that ensures our cross platform incentive solutions are best in class.


Jonathan Price

Jonathan Price

Chief Executive Officer

Jonathan Price has spent more than 15 years working in prepaid as an executive leader with some of the largest and most successful programs in the industry. He has been recognized as a pioneer in the prepaid space, introducing virtual rewards, rebate cards and consumer promotions to Fortune 500 companies as early as 2000.

Most recently, Jonathan was Vice President, B2B at Incomm. Prior to Incomm, he led consumer promotions and agency sales at American Express Incentive Services. Before entering the Prepaid industry, Jonathan spent seven years with the prestigious J. Walter Thompson advertising agency.

Jonathan holds a BS in Business Administration from the University of Missouri.


James Gary

James Gary

Chief Operating Officer

James Gary has more than 15 years of executive management experience in Fortune 50 companies and growth software companies.

Prior to joining Virtual Incentives, he was Co-Founder & President of mdINR (acquired in 2009 by Lincare, NASDAQ:LNCR). mdINR delivers home health diagnostic services via a web-based technology platform that focused exclusively on PT/INR patient self-testing at home. Prior to mdINR, James co-founded Medmatics, (acquired by Lincare) a medical software company. Previous to Medmatics he founded GlobeTrend Technologies, a value added reseller for AT&T Business Services.

James holds an MBA from Thunderbird, School of Global Management and a BS in Business Administration from Saint Louis University.


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Steve Larmon

Chief Information Officer

Steve Larmon has over 10 years of software development and IT management experience in various high security industries, including defense and healthcare. Throughout his career, Steve has focused on advancing product development and streamlining business processes through technology innovation.

Prior to joining Virtual Incentives, Steve co-founded and served as CTO for mdINR (sold to Lincare, NASDAQ:LNCR), a leading healthcare company. While at mdINR, Steve lead the team responsible for managing and developing a patient population platform, that allowed physicians to remotely manage Coumadin patients that were testing in home.

Prior to mdINR, Steve co-founded and served as CTO for MedMatics, where he oversaw development efforts of MedMatics flagship product, CoagTrak Anticoagulation EMR. CoagTrak was later sold to (Lincare, NASDAQ:LNCR). Additionally, while at MedMatics, Steve led development for the Lab Management Module (LMM), which integrated EHR solutions with all of the major diagnostic testing facilities, such as Quest Diagnostics. The LMM was later sold to a leading EHR/EMR, PM, and PACS company.

Prior to Medmatics, Steve consulted for the defense industry sector, specifically working on system migration, networking and security for both Pratt and Whitney and Lockheed Martin.

Steve attended Nova Southeastern University, where he studied Computer Science. He also holds many technology certifications, including CompTIA A+, CompTIA Network+, Microsoft Certified Professional (MCP), Microsoft Certified Systems Administrator (MCSA), and Microsoft Certified Systems Engineer (MCSE).


Jaci Bennett

Jacilyn Bennett

Vice President of Sales

Jacilyn Bennett, Enterprise Sales Manager, has more than 15 years of experience in the technology and marketing-based industries, with a strong focus on loyalty, incentive and recognition program sales. She brings a consultative approach to the sales process, and works hard to meet the specific needs of each client. Prior to joining the Virtual Incentives team, Bennett spent more than a decade in leadership roles as a top sales performer in the business-to-business rewards and incentives space. She holds a bachelor’s degree in business administration from Troy University and is based in the Atlanta, Georgia area.


Michelle Andre

Michelle Andre

Vice President of Marketing

As vice president of marketing, Michelle is responsible for developing and executing strategic marketing communications programs for Virtual Incentives. Prior to this position, Michelle held executive and management level marketing positions in a variety of industries, with experience both on the corporate and agency sides of the business.

She holds a master’s degree in integrated marketing communications from Golden Gate University and bachelors of arts in communications and in art from Santa Clara University. She also has an advanced certification in graphic design from U.C. Berkeley and is DMA certified in Analytics, Digital Intelligence and Experience Management. A devoted proponent of the arts, Andre volunteers with a variety of community cultural activities and organizations.


Lydia Sapp

Lydia Sapp

Vice President of Client Services

Lydia brings vast experience in the promotions, loyalty and incentives industry to her role as Vice President of Client Services at Virtual Incentives. Her expertise in corporate account, vendor relationship and product management makes her an excellent addition to the management team. Most recently, Lydia was the B2B Sr. Client Services Manager at InComm, where she managed the client services team and was responsible for key client accounts and programs. Prior to InComm she was an Account Manager for Target Marketing Group specializing in B2B promotions for major financial services companies.

Lydia holds a BS in Business Administration with an Emphasis in Marketing from Susquehanna University.


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Paul Kelly

Vice President, Channel and Strategic Partnerships

Paul Kelly is an experienced B2B sales and marketing executive with a 17-year track record in the use of prepaid products for loyalty, promotional, and employee reward and recognition programs. In his position with Virtual Incentives, Paul will work with clients in a wide range of industries to ensure successful adoption and implementation of the company’s reward platform and products.

During his career, Paul has helped hundreds of retailers, employers, marketers, and agencies navigate the complex prepaid gift card distribution landscape in order to drive results. His experience ranges from full-scale employee reward and recognition program design and implementation to the successful integration of digitally delivered rewards in support of customer acquisition campaign across a wide variety of business verticals including CPG, automotive, financial institution, wellness and more.

Paul holds a bachelor’s degree in economics from University of Missouri. Prior to joining Virtual Incentives, Paul served in both sales and strategic leadership positions at SVM, Giftcertificates.com, and Maritz.


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Lenny Murphy

Chief Client Engagement Strategist

Leonard “Lenny” Murphy has been in the Market Research industry for over 16 years in various senior level roles, and served on the Virtual Incentives advisory board for several years before taking an expanded role as Chief Client Engagement Strategist. Lenny spearheads the company’s activities within the market research community.

Lenny focuses on collaborating with multiple organizations to help advance innovation and strategic positioning of the market research industry, most prominently as the Editor-in-Chief of the GreenBook Blog and GreenBook Research Industry Trends Report, 2 of the most widely read and influential publications in the global insights industry. He is a key consultant to numerous insight-focused organizations on both the supplier and client side and an advisor to several technology focused start-ups via his consulting practice. He is involved with multiple organizations including the Insight Innovation Exchange, The ARF, NY AMA, NewMR & MRGA. Lenny maintains his other roles and activities in addition to his role with Virtual Incentives.