Jinal Shah

She’s Turning This Aussie Company Into a Power Player in the U.S.

The “buy now, pay later” market is rapidly growing in the United States — researchers predict it will reach almost $123 billion in 2025. While companies like Klarna, Afterpay, Affirm, and PayPal dominate the market, Australian financial services firm Zip Co is making a strong play for American customers, thanks in large part to Jinal Shah. The award-winning exec was hired in 2021 to head the company’s American marketing efforts and, in January of this year, she was tasked with developing Zip’s customer growth strategy, too. In 2024, Shah and her team were instrumental in Zip achieving 45.6% YoY revenue growth by fostering strong cross-departmental collaboration, implementing programs to improve the customer experience and restructuring the company’s marketing efforts to focus on identifying and retaining customers. Shah also spearheaded the growth of the Zip BNPL Card, the first physical Buy-Now-Pay-Later card, which exceeded benchmarks and became Zip’s fastest-growing product.

By Audrey Goodson Kingo