Wildfire Systems, a loyalty and consumer insights platform, today announced the appointment of Mike Grillo as senior vice president of data and consumer insights, a strategic hire that will help Wildfire unlock greater value from consumer insights derived from the company’s platform. Working across Wildfire’s product, merchant and client teams, he will focus on helping partners better understand their customers, optimize their programs and develop new products and services.
Grillo has held executive leadership roles at Visa, American Express, and Argus, as well as leading fintech companies. At Wildfire, he will combine his deep expertise in data and experience with both issuer and merchant relationships to build offerings for partners which productize data, provide shopping insights, enrich consumer profiles and improve program performance. Grillo’s mandate will also include identifying optimization and growth opportunities across Wildfire’s rewards platform and the Wildfire Commerce Network (WCN).
“Wildfire sits at the unique intersection of loyalty, consumer insights, agentic commerce, and retail media, giving us valuable visibility into how people shop and engage with our clients’ loyalty and rewards programs,” said Jordan Glazier, CEO of Wildfire Systems. “Bringing Mike onto the team is an important step in putting those consumer insights to work. His experience across payments, fintech and data-driven businesses will help us turn that intelligence into smarter products and new growth opportunities for both our clients and our merchant partners.”
The appointment comes as Wildfire continues to broaden its business beyond rewards and loyalty to provide shopping behavior insights and develop new data-driven offerings and commerce media opportunities.
“There is tremendous opportunity in the intelligence created when you connect SKU-level consumer shopping behavior, merchant and product purchase attribution with trusted financial services brands,” said Grillo. “Wildfire has built an impressive foundation through its loyalty platform. My focus will be on turning that intelligence into greater value for our partners and helping them better understand their customers, optimize their programs and identify new opportunities.”
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