Carolina Paradas leads ShopBack’s U.S. expansion as General Manager of North America for Asia-Pacific’s leading shopping rewards platform—55 million users across 13 markets who have earned over $5 billion in cashback to date.
Appointed following ShopBack’s achievement of adjusted EBITDA profitability while scaling 50% revenue growth, Paradas is redefining the American cashback landscape with a mobile-first platform that delivers 3-10x higher rates than competitors like Rakuten and Honey—and is the only major cashback app offering real cash back on Amazon.
A fintech infrastructure specialist, Paradas previously served as VP of Growth at Fidel API, where she scaled the card-linked offers platform from 5 million to 250 million+ cardholders and secured partnerships with Cash App, DoorDash, Affirm, and Bilt Rewards. She was named to Hello Partner’s Global Top 100 Partnerships Leaders in 2025.
At ShopBack, Paradas oversees the rollout of licensed payment infrastructure that enables transaction-level attribution in physical retail—bridging the online-offline divide that legacy browser extensions can’t solve. As a Major Payment Institution, ShopBack gives merchants e-commerce-level data from in-store purchases, creating a multi-layered commerce ecosystem spanning online shopping, in-store payments, travel, and gaming.
A vocal advocate for sustainable fintech business models, Paradas challenges the growth-at-all-costs mentality that dominates the industry. She frequently speaks on profitable scale, female leadership in fintech, and how technology is reshaping consumer behavior among Gen Z and millennial shoppers who expect seamless, rewarding experiences across all channels.
