Joyce Shen is SWIFT’s Scheme Market Growth Lead, responsible for driving adoption and expansion of cross-border payment schemes across key markets. She partners with banks, payment providers, and market infrastructures to design and scale solutions that deliver faster, more predictable, and cost-efficient international payments for end users. Previously, Joyce led the Small & Medium Enterprise client segment for North America, where she shaped go-to-market strategies and tailored cross-border offerings for mid-market and emerging institutional clients. Earlier in her career, she led low-value payments strategy and held multiple product roles in corporate banking, giving her a front-row view of how treasurers manage global cash, liquidity, and payments. Joyce brings a commercially grounded yet scheme-focused perspective to building a truly frictionless cross-border payment experience, bridging the needs of financial institutions, retails, corporates, and the broader ecosystem.