Description The Role. The Head of Consumer is the senior owner of Xe's Consumer business in the United States and Canada, accountable for its strategy, proposition and commercial performance. Product, Marketing and Growth sit in global teams, so you will lead through influence: aligning them, along with Pricing, Sales, Customer Success, Care and Operations, behind the North America plan.
This is a builder's role. You will run the NAM Consumer business like a founder, owning revenue, profitability, acquisition, activation, retention, wallet share and customer lifetime value - and opening new channels to reach more customers. The role suits a digitally fluent leader with a background across product, marketing and growth in a fast-paced startup or scale-up. You know what great looks like in each function and can push global teams to deliver it for North American customers. Responsibilities include:
Consumer Strategy & Commercial Performance - Set and execute the North America Consumer strategy across the US and Canada, with clear plans to grow market share, revenue, customer value and profitability.
- Own end-to-end commercial performance across the customer lifecycle: acquisition, activation, engagement, retention, wallet share and lifetime value.
- Define the priorities, targets and operating rhythm for the Consumer business, and align regional and global stakeholders behind them.
- Track a fast-moving competitive set - digital money transfer apps, neobanks, big tech wallets and incumbent banks - and spot new pockets of growth, such as high-value corridors and underserved diaspora communities.
Channel Expansion - Identify, build and scale new acquisition and distribution channels for Consumer in the US and Canada - for example, affiliate and referral programs, embedded and B2B2C distribution, community, diaspora and employer channels, and marketplaces.
- Build the business case for each channel, run pilots, and scale those that hit CAC, volume and margin targets.
- Lead commercial discussions with channel partners, including RFPs, and manage those relationships for ongoing performance.
- Work with Compliance and Operations so each new channel launches safely and integrates cleanly into the customer journey.
Influencing Product, Marketing, Growth & Pricing - Be the voice of the NAM consumer with global Product, Marketing and Growth teams: bring market insight, set regional priorities, and secure roadmap and investment commitments.
- Develop and own Customer Value Propositions for each Consumer segment in the US and Canada, and brief global teams on the features, benefits, pricing and service levels each segment needs.
- Own regional go-to-market and in-market delivery of new products and propositions, coordinating cross-functional teams to maximize uptake and commercial return.
- Champion test-and-learn on NAM funnels, onboarding and messaging, and hold partner teams to agreed outcomes.
- Partner with Global Pricing on pricing and FX margin strategies that balance adoption, competitiveness, revenue, margin and retention.
Customer Experience & Service Delivery - Lead consumer service and sales performance across Customer Success and Digital Sales, ensuring service and sales SLAs are consistently met or beaten.
- Partner with Care leadership so the global Care function serves NAM customers well, meets service levels and resolves complaints quickly.
- Use customer feedback, app reviews, NPS, service data and root-cause analysis to remove friction across the journey.
Operational & Cross-Functional Leadership - Work with global Revenue Operations and Sales Operations to align regional strategy, global programs, annual targets and performance reporting.
- Partner with North America Compliance leadership so the Consumer business meets its US and Canadian regulatory obligations - including state money transmitter licensing, CFPB remittance rules, FinCEN, FINTRAC and Bank of Canada requirements - while keeping the experience fast and customer-centric.
- Build, lead and develop a high-performing team and create clear cross-functional accountability across regional and global stakeholders.
Performance Management & Reporting - Build and run a Consumer performance framework covering acquisition, conversion, activation, transactions, active customers, retention cohorts, revenue, profitability, CAC, LTV, channel performance, customer experience and product adoption.
- Give senior leadership regular, insightful reporting that turns data into clear recommendations and actions.
- Use data, customer insight and commercial analysis to guide investment decisions and close performance gaps.
How Success is Measured. Success in the role will be measured through a combination of commercial, customer and operational outcomes, including:
- Growth in Consumer revenue, margin and market share across the US and Canada.
- Growth in active Consumer customers and transaction volumes.
- Volume, revenue and unit economics from new channels launched and scaled.
- Improved acquisition, conversion and activation, from sign-up to first transfer.
- Increased retention, repeat usage and wallet share.
- Adoption and commercial performance of new products and propositions in NAM.
- Improved customer experience and service performance (e.g. NPS, app ratings, SLAs).
- Stronger cross-functional execution and delivery of NAM priorities by global teams.
What You Bring - A digital-first operator who thinks in funnels, cohorts and experiments, and lives and breathes modern consumer apps.
- Hands-on leadership experience across Product, Marketing and Growth - ideally having owned or run more than one of these functions.
- A track record in a high-growth, fast-paced startup or scale-up environment, ideally in consumer fintech, payments, money transfer, neobanking or another digital consumer business.
- Proven results scaling a consumer product: driving acquisition, activation, retention and monetization with measurable impact.
- Fluency with the modern growth stack - product analytics, experimentation platforms, CRM and lifecycle tools, attribution and paid acquisition channels.
- Strong commercial and analytical skills, with a firm grasp of unit economics (CAC, LTV, payback, contribution margin) and data-driven decision-making.
- Experience building and leading high-performing, cross-functional teams, and comfort influencing in a matrixed global organization.
- A bias for action: you move fast, ship, learn and iterate, while keeping the bigger strategic picture in view.
- Excellent communication and storytelling, from team stand-ups to senior leadership.
- Understanding of, or a strong appetite to learn, regulated financial services in the US and Canada.
- Deep customer empathy and familiarity with US and Canadian consumer markets.
Perks & Benefits (US) - 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.
Xe offers a competitive salary and benefits package. Actual compensation is based upon factors such as the candidate's skills, qualifications, and experience. In addition, Xe offers a wide range of best-in-class, comprehensive and inclusive employee benefits for this role, including healthcare, dental and vision benefits, retirement plan, paid vacation/sick leave and more.
