Develop, sell, and market your B2B and 3rd Party Gift Card Program

Create new revenue streams, strengthen your brand, and reach new customers.


Purchase gift cards from our prestigious clients, CVS/pharmacy, Whole Foods Market, and many more


Award-Winning Industry Leader in the B2B Gift Card Insustry


National Doctor's Day
is March 30!

How are you saying 'Thank You'
to your physician?

Choose a Gift Card

For companies that motivate, engage, or want to say thank you

Increase Engagement

For companies managing incentive, loyalty, or reward programs

GiftCard Partners sells and markets gift cards from leading national retailers and merchants. We help you select the “Right Brands for the Right Programs” with our deep brand and industry expertise. Enjoy discounts that increase with your volume.

  • Gift Cards are the #1 requested reward for incentive and loyalty programs

    Gift cards motivate and build engagement with rewards that people really want. They are a powerful tool to help you achieve your goals.

    • Acquire new customers
    • Increase customer loyalty
    • Inspire healthy behavior and lifestyle changes
    • Recognize length of service
    • Thank employees for going above and beyond with “Spot Rewards”
    • Incent best practices like following safety procedures, consistently meeting deadlines or helping fellow co-workers

B2B Gift Card Program Management Services

For retailers and merchants

GiftCard Partners is a marketing and sales consulting company in the payments industry that provides B2B gift card program management and value added services for retailers and merchants. We increase top line revenue, strengthen brand awareness and drive customer acquisition for our clients. We also provide B2B domain expertise, utilizing marketing and technology tools with a proven track record of success.

  • Ignite your B2B gift card sales

    We market and sell your gift cards for you.

    We increase brand awareness through “Multi-Touch” marketing campaigns and place your gift cards in programs that reach millions of eyes through the following distribution channels:

    • Loyalty
    • Incentive
    • Scrip/Fundraising
    • Sales Promotions
    • 3rd Party (Gift Card Malls)
    • Credit Card Rewards Programs
    • Travel and Hotel Rewards
    • Health and Wellness Rewards
    • Employee Recognition
  • Fulfillment Services

    We manage all bulk fulfillments as it pertains to each of our clients:

    • Activation
    • Customer Service
    • Extensive Inventory
    • Flexible Payment Options
    • Fulfillment
    • Order Processing
    • Packaging Options
    • Payment of Orders
    • Payment Confirmation
    • Reporting & Tracking

Speak with us today:

Expanded Enterprise Services

For retailers and merchants

  • 3rd Party Program Management

    This fast changing and complex $15 billion market is often challenging to manage.

    • The launch process is complicated for new merchants
    • Ongoing management requires time and expertise
    • Sales and marketing analytics are intricate

    We offer a “Total Solution” from card design through launch and ongoing program management.

    • We have strong relationships with the 2 key national providers
    • We save you time by managing the program for you
    • We analyze weekly store-level sales to help gauge sell-through
    • We evaluate and recommend marketing programs and provide ROI analysis
  • 3rd Party Gift Card Program Placement Audit

    • We collect information from multiple locations to verify placement, marketing and inventory status in host locations
  • Competitive Gift Card Merchandising Analysis

    In-house gift card sales at full value represent over 50% of total sales.

    • These are your most profitable sales to your most loyal customers
    • In-house gift card sales are vital to your Omni-Channel strategy

    We focus on how you, your competitors and key retailers market, merchandise and promote gift cards in-store and online. We make recommendations to improve your sales performance and we:

    • Conduct an all-inclusive 15-point audit where we observe, interview, photograph, and gather samples of marketing materials from brand and competitor locations and websites
    • Provide a comprehensive report with detailed findings, recommendations, and follow up actions
    • Provide in-store audit services

Speak with us today:

About Us

Established in 2004, GiftCard Partners is an award-winning leader and outsourced solution provider for merchant B2B gift card programs through key distribution channels.


GiftCard Partners is a marketing and sales consulting company in the payments industry that provides B2B gift card program management and value added services for retailers and merchants. GiftCard Partners increases top line revenue, strengthens brand awareness and drives new customer acquisition for its clients. We provide B2B domain expertise, utilizing marketing and technology tools with a proven track record of success.

We place our clients’ gift cards in workplace safety programs, health and wellness programs, employee recognition, motivation and sales incentive programs, and customer rewards and loyalty programs.

We serve businesses in their selection of our client’s gift cards matching the brand to their program. As a result of our deep brand and industry expertise, we recognize that in order for a program to be successful, the congruency of the reward must match the program, e.g. The “Right Brands for the Right Programs”.

Our Mission

To deliver the highest level of service for our clients, merchants and other providers in the payment industry.

To embrace a culture of innovation, thought leadership and ethical values.

To operate each day to improve our reputation for excellence.

Guiding Principles

Constant improvement through education and maintaining key relationships with analysts and vendors within the industry.

Flawless Execution
A commitment to flawless execution on all processes, goals and standards set with each of our clients and customers.

Outstanding Client/Customer Relationships
We are here to work with and develop an enriching relationship with you and your company.

You can count on us. We consistently over perform and look forward to exceeding your expectations.

Awards and Affiliations


Our Executive Team

Edward Shulkin

Edward Shulkin


Ed is an experienced gift card marketer with decades of experience in and around the retail industry. His senior management experience with major retail chains brings GiftCard Partners an exceptional combination of mentorship, big picture thinking and detailed execution.

Deborah Merkin

Deborah Merkin


Deborah brings to GCP more than 25 years of experience in B2B channel development, partner programs, and marketing management. Her global channel expertise in defining and marketing new products, creating strategic partnerships, and delivering solutions-driven programs for both channel partners and end customers contributes greatly to the success of GCP’s clients.

Our Sales and Marketing Team

Diane Freeland

Diane Freeland

VP of Client Relations

Diane has 20+ years of senior executive sales leadership experience in the incentive industry with a strong focus on account management and client relationships. She brings a proven track record of success growing gift card revenues and expanding customer bases for clients by optimizing sales distribution channels and forming strategic partnerships. She also has expertise in the development and marketing of proprietary gift card products.

Valerie Vallancourt

Valerie Vallancourt

Director of Marketing

Valerie is responsible for the marketing efforts for GCP. Val brings over ten years of experience managing strategic marketing teams as well as executing multi-channel marketing strategies increasing sales pipeline to positively impact revenue, and penetrate new markets. Prior to GCP, she was director of marketing at ClickSquared, a SaaS-based cross-channel campaign management solution. Val also held senior level marketing positions for smartFOCUS, and SEPATON.

Kate Balboni

Kate Balboni

Marketing and Sales

Kate has over 10 years of sales and marketing experience, and leads the direct customer channel at GCP. As sales director, Kate has driven gift card sales in many markets, particularly in healthcare. Prior to GiftCard Partners, Kate worked in sales support for the major retail advertising group with The Boston Globe and as an office manager at Lehigh Technologies.

Cameron Krost

Cameron Krost

Third Party Relations

Cameron has over ten years of experience in the prepaid industry that includes the development, sales and marketing of gift card programs for large, nationwide retailers and hospitality operators. His expertise in identifying and developing distribution channels and maximizing third-party distribution enables our clients to achieve their goals