Reward, the customer engagement and commerce media company, has appointed its first chief data and analytics officer as it accelerates innovation across data and intelligence.
Matthew Keylock will join the executive team with a brief to lead Reward’s global data, analytics and insight capabilities, building on its proprietary transaction and behavioural intelligence to drive the next generation of customer insight, hyper-personalisation and targeting.
Keylock brings nearly three decades of experience at the forefront of data, analytics and AI. Most recently, he was global chief data and analytics officer at Mars Petcare, where he built and led its global data and analytics function across the business. He previously held senior global roles at Yoox Net-A-Porter Group and DunnHumby.
He will work closely with senior vice-president of data and insights Paul Jones, the former Royal Mail, Emirates and Etihad Airways executive who was appointed in 2024 to spearhead and scale the business’ insights proposition.
Reward works with over 30 of the world’s largest banks and payment networks to power their customer rewards and card-linked cashback infrastructure, including Barclays, NatWest Group, Visa and Mastercard. Its commerce media network connects over 50,000 retail outlets to target bank consumers with personalised offers, including Amazon, eBay, McDonald’s, Deliveroo and British Gas.
Backed by parent company Rezolve Ai’s AI technology and expertise, Reward is accelerating how it turns that intelligence into smarter, more valuable solutions for financial institutions, brands and retailers.
Keylock’s appointment is designed to reinforce Reward’s focus on innovation, building on its transaction insight and customer loyalty capabilities and supporting growth areas including its Finance Media Network. Rezolve Ai’s focus on AI-powered commerce adds further momentum to this innovation as Reward continues to expand internationally.
Reward chief executive James House succeeded Jamie Samaha in May, following his appointment as DunnHumby CEO.
House said: “Data and insight are at the heart of Reward and a defining strength of our business. Our transaction intelligence gives us a powerful understanding of consumer behaviour, and Rezolve Ai brings another dimension to how we can innovate around that intelligence – advancing personalisation, targeting and the value we deliver for customers. Matt brings an exceptional track record of turning data into commercial value and gives us even more firepower to go further and faster.”
Keylock added: “Having led data and analytics across global businesses, I know the competitive advantage that comes from rich data and the right technology. Reward has an exceptional transaction dataset and, with AI rapidly changing what’s possible, a significant opportunity to push the boundaries of customer intelligence and personalisation. It’s an exciting time to join the business.”
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