Jasmyn Farris

President iSeatz

Last Reviewed: September 29, 2026

Executive Summary

Jasmyn Farris is President of iSeatz, a New Orleans technology company whose software runs travel and lifestyle bookings inside the loyalty programmes of brands such as American Express, IHG Hotels & Resorts and Wyndham Hotels & Resorts. She was promoted to president in April 2024. iSeatz now has two presidents with different remits. Larry Wine, hired from outside the same month, is responsible for winning new clients. Farris is responsible for operational excellence, which covers operations and the technology and product teams. Founder Kenneth Purcell remains chief executive.

Career Highlights

• President of iSeatz since April 2024, with a remit of operational excellence.
• Oversees iSeatz’s operations and its technology and product teams.
• Led the company’s announcement of Alan Josephs as Chief Product Officer in December 2024, in the company’s 25th year.
• Named in iSeatz’s December 2024 release as President and Chief Operating Officer.

Professional Journey

iSeatz was founded in New Orleans in 1999. Its main business is loyalty technology. Companies with points and rewards programmes use its digital commerce platform to let members book travel and experiences. iSeatz presents the business as driving engagement and customer lifetime value for the brand that owns the programme.

In April 2024 the company restructured its leadership. It brought in two enterprise loyalty veterans, Larry Wine as President and Dave Parsons as Chief Customer Officer, both focused on new client growth. At the same time it promoted Farris to President with a focus on operational excellence and Andy Hermo to chief operating officer. The announcement gave Farris responsibility for operations and for the technology and product teams, then led by Chief Technology Officer Mike Engelhart and Chief Experience Officer Kevin Bess. The result is a split: one president looks after growth and the other runs the delivery organisation.

She was the company’s spokesperson for the next stage of that build-out. In December 2024, announcing Alan Josephs as Chief Product Officer, she said his “visionary approach and deep expertise in the travel sector and product innovation are a perfect fit for our mission to deliver transformative technology solutions”, and described the year’s hires as “an exciting new chapter for iSeatz”. That release called her President and Chief Operating Officer. The company’s current leadership page lists her as President. She also writes on the company blog about how travellers book, including a piece on what the company calls the emotional economy of travel.

Education

No education record was found in the sources reviewed.