Lena Smith

Seasoned commercial leader with over 15 years of experience across business development, business strategy, partner management, marketing, and customer experience. As Head of Retail at Yoco and part of its leadership and commercial team, I’ve played a central role in scaling a high-growth fintech brand—growing our physical retail channel from 8% to 35% of total sales and guiding our evolution from access to payments to a premium, experience-led brand. With a deep understanding of commercial levers and a T-shaped skill set across growth, operations, and customer journeys, I lead with both rigor and empathy. My academic foundation in sustainable tourism (MSc Economics, Lund University, and BSc Economics and Politics, JIBS) shapes a long-term, responsible approach to business and partnerships. Having lived and worked in Sweden, Thailand, Norway, Australia, the US, and now South Africa — and held regional leadership roles across seven Scandinavian markets — I bring a global mindset, grounded in local understanding. I thrive in purpose-led environments where excellence, integrity, and meaningful impact are at the heart of the work.

Former travel consultant in Norway (specialising in bespoke travel to Greece)

Lived/worked in Sweden, South Africa, Norway, Thailand, Australia, and the US

• Google Suite
• Excel
• Notion
• CRM platforms
• Asana
• Monday
• Slack
• Juro
• Looker

• Hiking
• Camping
• Gardening
• Writing
• Reading