As the only female Regional Manager for JN Money Services (JNMS), Maxine Hinds plays a crucial behind-the-scenes role in the lives of countless Jamaicans living in Jamaica and in the United States of America. While many might seek recognition for their efforts, she finds fulfilment in knowing that her work positively impacts families, even if her contributions go unnoticed.
“I must be a shadow in the background always,” she said of herself.
For the past six years as Regional Manager JNMS USA South Region, Ms Hinds has been quietly steering operations to keep families connected and supported, ensuring that hard-earned funds flow seamlessly back to Jamaica. Her journey with JN Money spans nearly 20 years and before joining JN Money, she served in the company’s parent institution, The Jamaica National Group, as a mortgage broker and customer service manager.
“I am passionate about what I do and not because I want people to see me or know me. I just need to make sure that what I am doing, I do to the best of my ability and make sure that whoever I am serving is satisfied with the service they receive. I’m always thinking about the next person,” she said.
Ms Hinds, who grew up between St Elizabeth and Kingston in Jamaica, is an alumna of two all-girl high schools and The University of the West Indies, Mona. Currently, as regional manager, she oversees 17 staff members and 20 agents, across the states of Florida and Georgia as well as Panama City in the Panhandle. She said although her team is small, their work is crucial to the region, and they remain focused on prioritising an exceptional customer experience, especially as the landscape of the business is evolving.
“Person’s loyalty will waiver much easier these days because it is a competitive business,” she said, pointing out that they have had to get creative to drive continued success in the region.
“One of the things that appeal to our clients is that when they walk into our location, they’re getting a piece of Jamaica. They can’t walk into some places and speak patois but when they come in here, they speak it and we understand and so apart from doing what we can, we know the comfort that persons feel when they come in and talk to our people here,” she shared.
Emphasising the importance of the business to Jamaica’s development, Ms Hinds said she likes to be involved in all aspects of the operations and consistently checks in to hear from those she leads.
Over the years, the JN Money brand has evolved to support customers locally and abroad with a variety of services beyond sending cash to their loved ones. Their offerings also include paying bills in Jamaica, sending money to bank accounts and topping up prepaid mobile phones.
“You must be familiar with all aspects of your environment so that should something happen, you know how best to react to the situation. You cannot delegate work and don’t know what the person is doing,” she said.
“Our work is significant and even if we don’t hold a large share of the market, we know the impact we have in Jamaica is meaningful. We provide that vital link from the US to Jamaica, helping people take care of essential financial transactions back home. We’re a crucial part of that connection,” Ms Hinds added.
Her dedication and leadership have not gone unnoticed and are appreciated by those she supervises. Bertrand Fisher, a regional sales representative, who has worked closely with Ms Hinds for 15 years in the JNMS USA South Region, considers her both a mentor and a role model for others. Mr Fisher said Ms Hinds’ calm and steady approach, combined with her deep understanding of the business, inspires confidence throughout the entire team.
“She’s direct but approachable. The frontline staff especially knows that she is there to support them and that makes all the difference,” he shared adding that she works hard behind the scenes without seeking recognition.
“She has a reserved personality, and she doesn’t seek the spotlight but by working with her over the years, you get to understand why. She’s someone who’s content to do the work quietly without ever needing the attention. It’s why we deem it so important that we recognise women like her working in the background during International Women’s Month who are keenly focused on ‘action’,” he concluded, playing on the theme for this year’s International Women’s Month, ‘Accelerating Action’.
Outside of work, Ms Hinds leads a quiet life as a mother to her adult son, who is now focused on his own path. With fewer personal demands, she said she continues to push herself to excel and always give her best.
“I believe that no matter the industry, we [women] should never sit back and think, ‘He can do it better because he’s a man.’ No. We have to push ourselves to exceed expectations and to make sure we’re seen and valued for what we bring to the table,” she concluded.