Wildfire Systems Appoints Mike Grillo as Senior Vice President of Data and Consumer Insights

Wildfire Systems, a San Diego-based loyalty and consumer insights platform, has announced the appointment of Mike Grillo as Senior Vice President of Data and Consumer Insights. This strategic hire comes at a pivotal time as Wildfire seeks to deepen its offerings for financial institutions and online retailers.

Grillo brings extensive experience in the payments and fintech industries, having held executive leadership roles at Visa, American Express, and Argus, among others. At Wildfire, he will lead efforts to enhance consumer insights by combining his deep expertise in data and merchant relationships. His mandate will include optimizing Wildfire's rewards platform and the Wildfire Commerce Network (WCN), as well as developing new products and services.

"We sit at the unique intersection of loyalty, consumer insights, agentic commerce, and retail media," said Jordan Glazier, CEO of Wildfire Systems. "Bringing Mike onto the team is a critical step in leveraging these insights to create smarter products and new growth opportunities for both our clients and our merchant partners."

Grillo is excited about the possibilities ahead. "Connecting SKU-level consumer shopping behavior with trusted financial services brands presents a significant opportunity," he stated. "My focus will be on turning this intelligence into greater value for our partners and helping them better understand their customers, optimize their programs, and identify new opportunities."

Wildfire's platform already powers white-label shopping rewards programs and retail media for financial services and technology partners. It helps organizations drive customer engagement with cashback, coupons, and savings, while capturing valuable shopping behavior insights. These insights enable advertisers to reach high-intent shoppers through the Wildfire Commerce Network (WCN).

The appointment follows a period of growth for Wildfire, as the company broadens its offerings beyond loyalty and rewards to include shopping behavior insights and data-driven commerce media opportunities. Ranked on the Inc. 5000 in 2023, 2024, and 2025, Wildfire continues to establish itself as a leader in the commerce intelligence space.

With Grillo's leadership, Wildfire aims to leverage its unique position in the market to provide even more value to its partners and customers.