Jimena Pierdant Elected the First IMA LATAM Board President
Officers and directors announced for 2025-2026 IMA Latin America Board
MINNEAPOLIS, MN – Aug. 5, 2025 – Incentive Marketing Association of Latin America (IMA LATAM) announced Jimena Pierdant, Cashwave, as its 2025-2026 Board President, along with the appointment of the new board of directors.
Jimena is the first board president for IMA LATAM. Currently Head of Mexico for Cashwave, Jimena specializes as a loyalty expert in B2B sales and strategic partnerships through gift card and incentive program strategies.
"Being involved with IMA and IMA LATAM has given me unparalleled insight into the evolution of the incentive marketing industry," says Jimena. "As a regional chapter, IMA LATAM plays a vital role in connecting leaders and driving innovation tailored to the unique dynamics of Latin America. IMA LATAM is an invaluable resource for those seeking to remain relevant and competitive in today's market."
IMA LATAM was launched earlier this year, evolving from the growing base of members across Latin America. It is currently a chapter in formation, anticipating to qualify as a full chapter by the end of 2025. It aims to provide employee rewards and benefits including incentive travel, brand name merchandise, prepaid cards and gift cards, as well as agency and loyalty marketing and consultancy services.
IMA LATAM also elected Pedro Eguren, Grupo Alus, vice president; Sanjay Agarwal, Fielo, treasurer; and Gerardo López Santa Ana, Bonnus, secretary. Debora Franchim, Dunnhumby, and Marcelo Custodio de Olivera, Valuenet, serve as directors.
Committee chairs include Marcelo Custodio de Oliveira, Valuenet, education and marketing co-chair; Gerardo Morales, Bonnus, marketing co-chair; and Debora Franchim, Dunnhumby, education co-chair.
About IMA LATAM
The
Incentive Marketing Association Latin America (IMA LATAM) is a regional chapter of the global
Incentive Marketing Association (IMA). Members are global leaders in providing products and services such as employee rewards and benefits, prepaid cards and gift cards, as well as agency and loyalty marketing and consultancy services.
Contact: Haley Smith •
[email protected] • 952-928-4649