Director, Customer Onboarding

Our mission is to increase the success rate of small businesses. Traditional banking has been a growth limiter rather than a growth enabler for business owners, and we’re changing that. Relay is the all-in-one, collaborative money management platform. We’re building for employer SMBs and their finance function, internal and external, and are focused on delivering a human-centric customer experience. Ultimately, we help SMBs be ‘on the money'.

At Relay, onboarding is where customer trust turns into habit, product value, and durable revenue. The Director, Customer Onboarding will own the strategy, operating model, and performance of our onboarding function across acquisition sources, including Direct, Product-led, and Advisor Partnerships referral-led customers. The Advisor channel is a meaningful growth driver for Relay and includes onboarding SMBs referred by accounting and bookkeeping partners.

This role will lead the team responsible for driving product activation and early revenue outcomes for customers receiving human-led onboarding in our higher value segments, while building scalable, lower-touch programs for customers who primarily self onboard.

You will be accountable for how effectively customers move from sign-up to meaningful usage milestones and how the onboarding function partners with Sales, Advisor Partnerships, Product, Support, Growth, and Rev Ops to remove friction and scale a best-in-class experience.

If you thrive in ambiguity, know how to use data to shape strategy, and love building systems that scale through both people and product, this role is for you.

• Own the multi-year vision and near-term strategy for Customer Onboarding.
• Build a tiered and segmented onboarding motion across revenue bands and acquisition sources.
• Define what great activation looks like for each segment and channel, aligning onboarding milestones to long-term usage, retention, and revenue outcomes.
• Establish a clear framework for when human-led onboarding is the right investment versus scaled and product-led interventions.
• Ensure the onboarding strategy supports both customer outcomes and efficient cost-to-serve.

• Lead and develop a high-performing team of onboarding specialists.
• Build a coaching culture with clear performance expectations, role clarity, and growth pathways.
• Drive organizational design and capacity planning to ensure the team can scale with growth.
• Partner with Talent and Enablement to refine hiring profiles, ramp plans, and ongoing training.

• Own end-to-end onboarding workflows, playbooks, and documentation to improve speed, consistency, and scalability.
• Establish a rigorous operating cadence that includes weekly performance reviews, cohort health reviews, QA, and quarterly planning.
• Identify bottlenecks in the onboarding journey and drive improvements across people, process, and product.
• Define and maintain service levels and internal handoff standards across Sales, Advisor Partnerships, Support, and Onboarding.

• Partner with Rev Ops and Data to build dashboards and cohort views that track onboarding performance at 30, 60, and 90-day horizons.
• Diagnose performance differences between human-touched and self-serve cohorts and translate insights into clear prioritization and investment cases.
• Design and run experiments to measure incremental impact of onboarding plays and scaled programs.
• Own quarterly and annual target setting for onboarding outcomes tied to activation and early revenue.

• Build and ship scalable onboarding experiences including webinars, guided setups, in-product journeys, and lifecycle campaigns.
• Pilot and implement automation and AI-driven tools to extend high-quality onboarding into lower-touch segments.
• Create trigger-based intervention programs for accounts at risk of stalling early in their journey.

• Partner closely with Direct Sales, Advisor Partnerships, Product, Marketing, Support, and Growth to create clean handoffs and consistent customer journeys.
• Build a referral-specific…