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.
Ria Money Transfer offers a competitive salary and benefits package. The annual salary range for this position is $225,000 to $275,000. Actual compensation is based upon factors such as the candidate's skills, qualifications, and experience.
The position responsibilities outlined above are intended to define the general scope and requirements for performing this job. It is not to be taken as a complete statement of responsibilities or requirements. This job description does not restrict the Company's right to assign or reassign duties and responsibilities to this job as needed.
