Description
At Xe, we live currencies. Founded in 1993, Xe is a global leader in currency exchange and international money transfers. What began as a simple currency converter has grown into a platform trusted by over 300 million people each year. We provide a comprehensive range of currency services and products, including our real-time exchange rates, Currency Converter, Market Analysis and Currency Data API, supporting 130+ currencies across 190+ countries with quick, easy, secure Money Transfers for individuals and businesses. We leverage technology to deliver these services through our website, mobile app, and by phone. Backed by Euronet, we process more than $115 billion in global payments annually. Xe is profitable, product-led, and focused on building reliable, user-first tools that make moving money across borders easier for everyone.
Our Principles
At Xe, we value people who take initiative, think big, and follow through. We’re curious by nature and not afraid to ask what if or try something new. Everyone’s voice matters here. We expect people to speak up, bring ideas, and take ownership of their work. We don’t micromanage. We trust each other to make good calls, take responsibility, and move fast when it counts. And we care about community. Not in a vague corporate way, but in the sense that we have each other’s backs, stay open to feedback, and build a culture of trust and real collaboration.
- Ambition. We dream big, try things out, and always ask “why not?” and “what if?” We’re ambitious in our thinking and our delivery.
- Responsibility. We get involved, bring our perspective, and are always open to new ideas. We take personal responsibility.
- Community. We value a sense of belonging, trusting each other, and encouraging authenticity. We contribute to our community.
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.
Responsibilities
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 (Canada)
- Competitive salary and incentive.
- Vacation+ personal days + day off for your birthday + sick time + holidays
- Volunteering day for a charity of your choice
- Healthcare
- Life & Disability insurance
- Plumm Mental Health and Wellbeing
- Matched employer RRSP contribution (subject to limits)
- Discounted Euronet Employee Share Purchase Plan (ESPP)
- A chance to grow your career in a mission-driven global company.
Why Join Us? You'll be part of a fast-moving team where your contributions directly impact growth. We invest in our people with tools, mentorship, and opportunities to level up fast-whether that's moving into closing roles or leadership paths. You'll also play a key role in shaping how we go to market in the competitive payments space, using real insights and industry benchmarks to stay ahead of the curve. 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.
Xe values diversity and is proud to be an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all employees. We provide equal opportunities to all employees and applicants, regardless of race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state, or local laws. At Xe, we are committed to making our recruitment practices barrier-free and as accessible as possible for everyone. This includes adjustments or changes for disabled people, neurodiverse people or people with long-term health conditions. If you would like us to do anything differently during the application, interview or assessment process, including providing information in an alternative format, please contact us at recruitment@xe.com. 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.
