Former Fidel API VP brings proven track record scaling rewards platforms as ShopBack disrupts traditional cashback model with mobile-first, Gen-Z driven approach
AUSTIN, Texas, Sept. 24, 2025 /PRNewswire/ — ShopBack, Asia-Pacific’s leading shopping and rewards platform with over 55 million users across 13 markets, today announced the appointment of Carolina Paradas as General Manager of North America. The strategic hire comes as ShopBack achieves its third consecutive quarter of adjusted EBITDA profitability, a milestone that underscores the strength, scale, and stability of its business as the platform accelerates its growth in the U.S. This positions the company to challenge traditional U.S. rewards incumbents with its mobile-first, multi-layered approach that has captured GenZ and millennial adoption across Asia-Pacific.
ShopBack Names Fintech Veteran Carolina Paradas as U.S. General Manager Following Profitability Milestone
Paradas joins ShopBack from Fidel API (acquired by Enigmatic Smile), where as Vice President of Growth she scaled the platform from 5 million to over 250 million cardholders, securing partnerships with Cash App, DoorDash, Affirm and Bilt Rewards. Her appointment signals ShopBack’s ambition to replicate its Asia-Pacific success in the world’s most competitive rewards market, targeting the $360+ billion in U.S. spending power influenced by Gen Z and millennials.
“The U.S. rewards landscape is ripe for disruption,” said Paradas, who was named to Hello partner’s Global Top 100 Partnerships Leaders in 2025. “Traditional platforms are still thinking desktop-first while consumers live mobile-first. ShopBack’s proven GenZ engagement combined with our profitability milestone, positions us to reimagine how Americans discover and earn rewards.”
Unlike traditional cashback platforms, ShopBack operates as a multi-layered ecosystem combining affiliate marketing, cashback rewards, card-linked offers and payments integration. This approach has driven profitability demonstrating the sustainability of ShopBack’s consumer-first model.
“Carolina’s expertise in scaling fintech partnerships and launching industry-first products makes her ideal to lead our North American expansion,” said Joel Leong, Co-Founder of ShopBack. “Her ability to navigate complex fintech acquisitions while maintaining commercial growth demonstrates the strategic leadership we need to differentiate ShopBack in the U.S. market.”
The appointment comes at a pivotal moment as inflation pressures drive Americans to seek more value from their purchases, while younger consumers increasingly abandon traditional loyalty programs that feel outdated and transactional. This shift creates an opening for platforms that can deliver the instant gamified experiences the U.S. market expects from their mobile devices.
“Retailers are waking up to the fact that performance-based loyalty delivers better ROI than traditional brand awareness spending,” Paradas explained. “ShopBack’s multi-layered approach lets merchants track real engagement while giving consumers the transparent, mobile-first rewards experience they actually want to use.”
For more information or to start earning cashback today, visit www.shopback.com.
About ShopBack
ShopBack is a cashback and loyalty platform that helps American shoppers get more out of every purchase. Already trusted by more than 55 million users across 13 markets, ShopBack officially launched in the U.S. in 2025, bringing exclusive cashback, personalized deals, and new ways to save through gamified shopping experiences.
With major partners like Walmart, Expedia, Ulta, Kohl’s, Uber, Sam’s Club and Nike, ShopBack helps shoppers earn real cashback online through its app, website, and browser extension. U.S. users also get access to features like shipping rebates and ShopBack Play—a new way to earn even more cashback by completing shopping quests and playing games.
Founded in 2014 and headquartered in Singapore, ShopBack powers over $4 billion in annual sales for more than 20,000 brands and retailers around the world. Its U.S. operations are based in Austin, Texas, as the company builds on its mission to make shopping more rewarding, every day.
SOURCE ShopBack
