Company

Our Leadership Team

Meet the executives helping to shape the future of loyalty and rewards.

Combining decades of industry experience

President and Co-Founder

Diana Fletcher

Diana Fletcher is the President and co-founding partner of the TruCash Group of Companies. She brings more than 30 years of experience in banking and payment solutions to the company, is an official Forbes Council member and sits on the Metrolinx Board of Directors.

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.

CEO and Co-Founder

Huguette Masse

Huguette Masse is an exceptional and proven CEO with over 30 years of experience in the the marketing and loyalty industries. She is a founding partner of the TruCash Group of Companies and has led the company since launching in 2001.

"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.

Vice President of Operations

Lauren Weekes

Lauren Weekes oversees the organizational activities supporting leadership in a variety of departments, from compliance and finance to IT, human resources and accounts payable.

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.

Vice President of Client Services

Dianne Dickens

Dianne Dickens coordinates the company's Client Management process and leads the customer service teams to deliver an exceptional customer experience.

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.
Vice President of Marketing

Chris Michaelis

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 Group of Companies.

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.
Vice President, Strategic Growth Worldwide

Carolyn Poole

Carolyn Poole is an experienced sales leader, with a diverse background in travel, sales, communication, public relations and marketing.

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

Brad Benson
Vice President of Business Development

Brad Benson

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 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.
Human Resources Manager

Petty Bathish

Accomplished Human Resources Executive and SHRM-SCP certified with over 10 years of experience in developing and re-engineering comprehensive HR functions.

Accomplished Human Resources Executive and SHRM-SCP certified with over 10 years of experience in developing and re-engineering comprehensive HR functions, collaborating with all levels of management teams, and cultivating positive work environments to support the corporate vision.
In-House Legal Counsel

Shadi Darbani

Shadi is a licensed Barrister and Solicitor by the Law Society of Ontario. Shadi received her Juris Doctor in 2016 and LLM in 2017.

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.
Senior Account Manager

Lisette Anciaes

Lisette Anciaes is an experienced Senior Account Manager, highly skilled in sales, communication, public relations, marketing, and customer service.

Experienced Senior Account Executive skilled in Sales, Communication, Public Relations, Marketing, and Customer Service. Strong media and communication professional with a Diploma focused in Business, Management, Marketing, and Related Support Services from George Brown College.
Eeya Mendoza
Senior Product Designer & Marketer

Eeya Mendoza

Eeya brings a wealth of design experience to TruCash. She transformed a childhood love of making HTML/CSS-based web pages into a decade-long career.

Eeya brings a wealth of design experience to her work. She transformed a childhood love of making HTML/CSS-based web pages into a decade-long career. Her analytical thinking helped her master Figma, Adobe Creative Cloud, and InVision. Her flexibility allowed her to be a wireframe, prototype, and user testing guru. Her communication skills allow her to advocate for the user journey to see-through the best possible product.

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