Michel Kattan

Viamericas Corporation

Vice President of Marketing

June 2024 - present

Lead marketing for Viamericas reporting to the Chairman, a cross-border payments company serving thousands of agencies and millions of customers across the U.S. and international corridors. Mandate: modernize growth for a legacy, trust-based payments business by building stronger brand, lifecycle, digital, customer, agency, and data-driven marketing capabilities. Focus areas: • Digital adoption and hybrid growth channels • Customer acquisition, retention, and lifecycle marketing • Agency growth and B2B2C go-to-market strategy • Brand modernization and marketing operating model • Customer data, segmentation, insights, and performance measurement • New product expansion across payments and financial services Current work includes building scalable growth systems, improving marketing analytics, strengthening customer engagement, and connecting marketing activity more directly to commercial outcomes.

Oportun

Senior Director Marketing

August 2022 - December 2023

▪ Accountable for campaigns driving $1.5B+ in annual loans from returning members and all member communications. ▪ Led Oportun’s CLM driving Neo-banking, Lending, and Refinance strategies worth ~$45MM annualized incremental revenue and ~$10MM annualized cost savings. ▪ Leadership, mentorship, and org structure, merged the Neobanking and Lending groups, created a streamlined Lifecycle comms program which saved ~$10MM per year, and defined and developed the Returning Lifecycle strategy and group. ▪ Restructured, productized, and relaunched a pilot RAF program, bringing in double application growth with the lowest risk cohort. ▪ Created and led the Member Communications Group, the first cross-functional department across PAS (phone support), Engineering, Data, and Marketing, to deliver annualized $30MM incremental revenue. ▪ Developed an incremental improvement test-and-learn structure, creating sprints of creativity, execution, measurement, and revision; new tests delivered ~$15MM in total revenue and reduced costs during 2023.

Plooto

Vice President of Growth

August 2021 - July 2022

▪ Delivered growth in Active customers for a series B+ startup and boosted +43% PQL from Q3 to Q4 by launching paid media campaigns targeting the US Market. ▪ Improved CAC by 50% during Q1 vs Q4 by conducting a full audit of all marketing spending, restructuring keyword strategy to match the product benefit and product strengths, and launching SEO. ▪ Increased PQL to CAP quality by nearly ten percentual points from Q3 to Q1 by changing the optimization strategy for all our paid campaigns.

PayPal

Director Global Growth Marketing

January 2016 - August 2021•paypal.com/

▪ Led PayPal’s market launch and penetration of Xoom (Money Transfers) into Canada and Europe, bringing in an incremental 35% more activations in 2020. ▪ Led the implementation of a Marketing Mix measurement and multi-media attribution model for Xoom to optimize spend allocation, resulting in +12% YoY incremental growth in new customers and CPA reduction of -10% from 2017 to 2019. ▪ Created and defined the CRM strategy for Xoom aligned with PayPal while collaborating with the manager, VP, and EVP staff to identify potential growth areas, quickly deploy test-and-learn actions, and scale winning initiatives. ▪ Doubled customer activations in 2020 vs. the previous year by improving the media mix buy and optimizing creative strategy. ▪ Added an incremental $65M in monthly TPV behind a new Speed creative based on customer insights and retention campaign with current customers. ▪ Reduced CPA by -56% from 2019 to 2020 by optimizing investment from highest marginal media to most effective, with a rapid succession of creative testing. ▪ Led the market launch and penetration into Canada and Europe, bringing in an incremental 35% more activation in 2020, leveraging US and recipient country referrals (RAF program). ▪ Collaborated with the marketing team to accomplish the most significant rebranding move, seamlessly transitioning Xoom from a stand-alone brand to a PayPal service.

PayPal

Director of Global Growth Marketing

September 2012 - January 2016•paypal.com/

▪ Quadrupled Xoom business from 40k new monthly users to over 160k in seven years. ▪ Led incremental media strategy experimentation coupled with inspiring briefs based on customer insights. ▪ Designed and implemented internal and external communication and public relations plans that informed and engaged stakeholders and managed end-to-end production of all creative assets. ▪ Directed GTM launch strategies for new products, optimized investments to increase acquisition and LTV and reduce CPA and created and led Xoom’s challenger brand equity of Speed, which disrupted the market. ▪ Launched Xoom’s ‘Reload’ and ‘Bill Pay’ new services. Integrated the services into the Brand Identity, Copy Strategy, and Brand Narrative. As a result, activations grew to more than 11% of the Xoom business within one year. ▪ Secured Olympic Gold Medalist Usain Bolt as Xoom’s global brand ambassador during 2019 and 2020, which grew Xoom activations by over 25% from 2018 to 2019 and more than 2x from 2019 to 2020. ▪ Led the product launch strategy for Xoom domestic payments in the US, Canada, and Europe, resulting in the fastest growing product in the company’s history and reaching nearly half of new activations.