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Félix seeks to empower Latinos in the US to care for what matters most back home. #JuntosWeSucceed
The Role
Lead brand strategy and campaigns to establish Felix Pago as a top choice for US Hispanics, overseeing an 8-digit budget and driving growth through data-driven decision making.
Summary Generated by Built In
About Us
At Félix, we're building the financial ecosystem for Latin immigrants in the U.S., starting with a revolution in remittances. Our core product is an AI-powered chatbot built on WhatsApp, allowing our users to send money home as easily as sending a text message. We leverage cutting-edge technology like AI, blockchain, and stablecoins to make cross-border payments faster, more affordable, and more accessible than ever before.
We are a hyper-growth Series B company, backed by over $100 million in funding from top-tier global investors, including QED, Castle Island, Switch Ventures, HTwenty, Monashees, and General Catalyst Customer Value Fund. This isn't just about the numbers; it's a testament to the trust our investors have in our vision and our team. Additionally, Félix was selected as an “Endeavour Entrepreneur” and was a recipient of the CrossTech Fintech Startups Award. We are a group of extremely talented and dedicated high-performers, united by our shared obsession with a single goal: empowering our customers. We are all owners of Félix, driven by a bias for action and a true experimentation spirit to get shit done with urgency and focus.
Joining Félix means you will be part of a team building a legacy, a company that will outlive us all. This is a rare opportunity to apply your skills to a deeply meaningful mission—serving a community that has been underserved for too long. We are a team that is fiercely loyal to each other, where radical transparency and constructive feedback are how we grow and push for excellence. We are bold, we care less about what others are doing, and more about creating sustainable value and a product that truly makes our users' lives better. We are building the future, today.
About the Role
We are hiring a Head of Brand to position Félix Pago as a top-of-mind choice among US Hispanics. If you believe brand is a true growth lever when executed with rigor, and you want to shape how millions of people discover, trust, and choose a financial product, this role offers a unique opportunity to accelerate and scale services that already demonstrate strong organic traction.
This is a senior, hands-on position for someone with high energy, strong judgment, and a pragmatic mindset. You will work closely with cross-functional teams, operate deep in execution, and help drive a step-change in growth as Félix evolves from a performance-led engine into an integrated Brand + Growth organization.
You will own brand strategy, execution, and outcomes end to end, with responsibility for an eight-figure annual brand budget. All material decisions are expected to be supported by clear rationale, grounded in data, validated insights, or explicitly defined hypotheses. While our HQ is in Miami, location is flexible. As long as you are exceptional at building brands for the Latino community, you can be based anywhere in the United States.
How Success is Measured
- Top of Mind awareness (TOM)
- Spontaneous brand awareness
- Brand interest
- Blended CAC efficiency
- Brand Equity Tracking improvement (Q4 vs Q1)
Responsibilities
- Define and scale Félix’s brand strategy, positioning, and messaging across all touchpoints.
- Lead end-to-end brand campaigns, from insight and creative development to media execution and measurement.
- Partner closely with Growth, Product, Data, Customer Engagement, Operations, Fraud, and Corporate teams to ensure brand work is deeply integrated into the business.
- Own brand measurement and translate insights into clear decisions and actions.
- Manage an 8-digit brand media and production budget with strong rigor and accountability.
- Build and lead a lean, high-performing Brand team while remaining deeply involved in execution.
- Act as the internal owner and steward of the Félix brand.
Requirements
- Demonstrated, in-depth experience in the US Latino market is required.
- 7+ years of experience in senior brand roles within consumer businesses.
- Proven track record of building and scaling brands in fast-growing, execution-intensive environments.
- Strong strategic judgment paired with a hands-on, pragmatic operating style.
- High comfort working with data, KPIs, and performance metrics to inform decisions.
- High energy, strong ownership mentality, and clear bias toward action.
- Ability to lead and influence across functions with clear, effective communication.
- Full professional fluency in English and Spanish. Portuguese is a plus.
- These are the applicable requisites, although equivalent competencies in any of the above will also be considered.
Bonus Points
- Background in fintech, payments, or remittances.
- Experience launching or repositioning a brand at scale.
- Exposure to offline media, sponsorships, or integrated campaigns.
- Experience in companies transitioning from growth-led to brand plus growth models.
What We Offer
- Competitive salary
- Initial stock options grant
- Annual performance bonus
- Health, dental, and vision plans
- Remote work environment, although we have offices in Miami and México City and would love to work in hybrid model if you are up to it.
- Continuous learning opportunities
- Unlimited PTO
- 401(k) with employer match
- Paid parental leave
- Empowering opportunities for growth in a dynamic entrepreneurial environment
Equal Opportunity Employer
At Félix, we are committed to providing equal employment opportunities to all qualified employees and applicants without regard to race, religion, nationality, sex, sexual orientation, gender identity, age, or disability. This policy applies to all terms and conditions of employment, including recruitment, hiring, placement, promotion, training, compensation, benefits, and termination.
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The Company
What We Do
At Félix, we're building the financial ecosystem for Latin immigrants in the U.S., starting with a revolution in remittances. Our core product is an AI-powered chatbot built on WhatsApp, allowing our users to send money home as easily as sending a text message. We leverage cutting-edge technology like AI, blockchain, and stablecoins to make cross-border payments faster, more affordable, and more accessible than ever before.
We are a hyper-growth Series B company, backed by over $100 million in funding from top-tier global investors, including QED, Castle Island, Switch Ventures, HTwenty, Monashees, and General Catalyst Customer Value Fund. This isn't just about the numbers; it's a testament to the trust our investors have in our vision and our team. Additionally, the Félix founders were selected as “Endeavour Entrepreneurs” and were recipients of the CrossTech Fintech Startups Award. We are a group of extremely talented and dedicated high-performers, united by our shared obsession with a single goal: empowering our customers.
