Vesdia Names Holmquist as CMO

Lars Holmquist

Loyalty firm Vesdia has named Lars Holmquist as chief marketing officer, a new post.

In his new role, Holmquist focuses on business development within the financial services industry, specifically optimizing the demand for the company’s merchant-funded rewards solutions, reporting to Jim Douglass, Vesdia’s CEO.

The post took effect March 6.

The appointment comes as Vesdia expands its management team to increase its sales and marketing focus on merchant funded solutions for cards, airline and other loyalty programs, a spokesperson said.

Previously, Holmquist was president of TSYS Loyalty, where he led the company’s growth in their loyalty services and developed and expanded relationships with some of the nation’s top card issuing financial institutions. Before that, he was vice president of loyalty consulting services for MasterCard International.  In that role, he was responsible for the U.S. business development and client management areas.

Vesdia.com offers a range of loyalty solutions to financial institutions, affinity groups and merchants that help customers earn rewards faster.