10+ years in consumer financial services, with 5+ years leading go-to-market for card or deposit products in the US.
Proven P&L ownership with defensible unit economics.
Experience launching products through physical distribution channels alongside digital.
Demonstrated ability to achieve results through cross-functional teams.
Knowledge of sponsor-bank model regulations including Reg E and BSA/AML.
Understanding of consumer credit economics and regulations for pricing recommendations.
Experience with lifecycle or CRM programs that enhance customer engagement.
Fluency in English and Spanish.
Responsibilities
Own the P&L and commercialization plan from pilot to national scale.
Set pricing and offer structures for various wallet services.
Analyze the economics of funded wallets across different channels.
Develop a sales plan targeting Ria stores and independent agents.
Influence marketing strategy and oversee launch calendar with the Marketing team.
Lead lifecycle programs to enhance customer engagement and retention.
Grow consumer credit offerings based on wallet usage and remittance history.
Negotiate partner deals for white-label and embedded solutions.
Leverage AI for analysis, targeting, and creative testing.
Report on key metrics related to wallet performance and customer engagement.
Benefits
Inclusive, mission-driven workplace culture.
3 weeks paid vacation plus personal days and holidays.
Health, dental, vision, and life insurance coverage.
401(k) retirement plan with company match.
Employee Stock Purchase Plan.
Global Language Program for language learning opportunities.
Wellness initiatives for physical, mental, and financial well-being.
Learning, development, and tuition assistance programs.
Opportunities for career growth in a global company.
Full Job Description
Description
The Role . Ria is launching the Ria Wallet and debit card in the United States. The wallet is a stored-value account that customers can open and fund at a Ria store, at an agent location or in the app. The product is built. We need someone to turn it into a business.
You'll own the wallet and card P&L and the commercial plan in the US, with expansion across North America to follow. You'll take the program from the Ria store pilot through agent waves to national scale, across our physical and digital channels, and add top-up, bill pay and consumer credit along the way. You'll lead a small team of your own and work through teams you don't manage, including Product, Marketing, Finance, Compliance, Risk, CARE and our store, agent and inside sales teams. Much of the job is getting those teams to deliver one plan. Our customers are largely underserved or unserved by banks, and many now pay a 1% federal excise tax on cash-funded transfers. Beyond cost, the lack of electronic payment methods and other financial services keeps them out of much of the digital economy and the opportunities that come with it.
The impact we expect:
A large and growing base of funded wallets
More customers using the wallet as their main account
Credit revenue that grows within the loss we planned for
Remittance customers who send more often with Ria because the wallet makes it cheaper
What You'll Do
Own the P&L and the plan. Run the commercialization plan from pilot to scale: entry, exit, and stop criteria for each phase, a weekly cadence with the teams involved and a record of decisions. Reforecast with FP&A.
Set the offer and pricing. Account, load, cash-out, ATM and card fees; whether the model is funded by interchange or by a membership fee; the discount on sends funded from the wallet; and pricing for bill pay, top-up, money orders and check cashing.
Know the economics of each funded wallet. By channel: interchange, float, fees, credit loss, card and KYC cost, and incentives. Measure how much cash-send volume the wallet replaces and set the payback gates that decide when spend grows.
Build the sales plan by channel. Ria stores first, then independent agents in waves, then partners, employers and digital. Design cashier and agent rewards that pay on funded wallets, with quality checks, clawbacks and protection for agents' wire income.
Lead marketing strategy by influence. Set positioning and the value proposition for each audience and agree on the launch calendar, in-language creative and community marketing with the Marketing team. Prove paid media with holdout tests before it gets a larger budget.
Build and lead the lifecycle team. Its programs cover:
First load within 7 days, and first card use
App activation for customers who enrolled at a counter
Direct deposit and everyday card use
Dormancy recovery and win-back
Loyalty and repeat remittance
Other aspects of consumer life-cycle
Grow consumer credit. Start with overdraft, then small-dollar loans underwritten on remittance and wallet history. Agree pricing, limits, collections and disclosures with Risk and Product and decide with them when each product is ready to offer.
Develop partner deals. White-label, embedded and employer or payroll partners, including H-2A and H-2B employers. Set the economics, who owns the customer and the data, and which deals to turn down.
Put AI to work. Use it for analysis and forecasting, lifecycle targeting, customer service and messaging channels, and faster creative testing with Marketing.
Report on:
Funded wallets by channel
Share of our US customers with a wallet
App activation of store-issued cards
Transactions per active card
Direct deposit adoption
Cost per funded wallet
Credit loss against plan
Remittance frequency of wallet holders
Prepare expansion beyond the US, starting with Canada once the local payment rails are in place.
What you'll bring
Essential
10+ years in consumer financial services, at least 5 of them leading go-to-market for a card, prepaid or deposit product in the US.
P&L ownership, with unit economics you built yourself and can defend with Finance.
A product launched through physical distribution, such as retail stores, agents, branches or check cashers, ideally alongside digital.
A record of getting results through teams you don't manage, including Product and Marketing.
Working knowledge of the sponsor-bank model and its rules: Reg E, UDAAP, BSA/AML, CIP and Durbin.
Enough understanding of consumer credit economics and regulation (fee versus loss, Reg Z, collections) to own pricing recommendations. Running a lending book is not required.
Lifecycle or CRM programs that measurably moved customers from open to funded to primary.
Professional fluency in English and Spanish.
Preferred
Remittances or cross-border payments.
Top-up and bill payments.
A credit product tied to payments or remittances, such as pay later, earned wage access, overdraft or credit-builder.
Payroll card or employer sales.
Prepaid product work at a card network or program manager.
Incentive design for agents or retail staff.
Marketing to immigrant communities in their own language.
Hands-on use of AI in marketing, CRM or analytics.
Perks & Benefits
Inclusive, mission-driven workplace culture.
Competitive salary and incentive.
3 weeks paid vacation + personal days + sick time + holidays.
Health, dental, vision and life insurance.
401(k) retirement plan with company match.
Employee Stock Purchase Plan.
Global Language Program offering language learning opportunities.
Wellness initiatives supporting physical, mental, and financial well-being.
Learning, development, and tuition assistance programs.
A chance to grow your career in a mission-driven global company.
About Ria Financial Services
Ria Financial Services is a money transfer company that provides services to individuals and businesses. The company offers a variety of transfer options, including cash pickup, bank deposit, and home delivery. Ria Financial Services was founded in 1987 and is headquartered in Buena Park, California. The company operates in over 160 countries and has a network of over 402,000 locations worldwide. In 2017, Euronet Worldwide, Inc. acquired Ria Financial Services.
