Veteran marketing executive Lamia Pardo has joined Dallas-based MoneyGram as chief marketing officer, stepping into the role at what the company calls a pivotal point in its refounding journey.

Pardo will lead global marketing across all channels and regions, tasked with accelerating growth by scaling customer acquisition, increasing retention, and strengthening brand loyalty, according to a company announcement. She reports directly to CEO Anthony Soohoo.

The appointment comes as MoneyGram doubles down on agility, innovation, and customer-driven strategies. “We’re reimagining our business while leveraging our core strengths—our global network, robust infrastructure, and the people who will shape our future,” Soohoo said.

In a statement, he described Pardo as a “standout marketing leader” with a track record of building data-driven, customer-focused teams, adding that her ability to align marketing with scalable business impact would be “a tremendous asset” as the company builds momentum.

Pardo brings more than a decade of experience in growth marketing, e-commerce, and product strategy. Most recently, she led growth marketing at HeliosX, one of the UK’s fastest-growing health tech startups, where she launched multiple brands and helped drive an eightfold increase in revenue over three years.

Earlier in her career, she was part of the founding team at Pangea Money Transfer, serving as SVP of growth and strategy. There, she played a key role in achieving product-market fit and scaling operations. She also served as CMO of Consentium, a Singapore-based crypto wallet, leading marketing during a $40 million ICO raise.

In the announcement, Pardo said she’s joining MoneyGram at “an exciting time for the company and the millions of people it serves,” pointing to what she sees as a major opportunity to bring new energy and growth to the brand. “I’m eager to help shape a modern, high-performing marketing organization that always puts the customer at the center,” she said.

Her first day aligned with the International Day of Family Remittances—an occasion that Soohoo called fitting for a company rooted in global money movement.

“For hundreds of millions of people, cross-border payments aren’t a want—they’re a need,” he said. “Lamia and her team will help us push our mission even further: to save our customers time, effort, and money, and build a future where everyone can thrive without financial borders.”

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