Without a shared system, Klarna’s campaign planning was fragmented, varying by team, product, and market. Marketers lacked clear guidance on which products to prioritize, how to target the right users, and how to time campaigns effectively. This led to inconsistent customer experiences, inefficiencies, and missed revenue opportunities.

I created the Consumer Marketing Routine, a scalable operating model that helps teams plan and prioritize product and lifecycle campaigns based on commercial goals, segmentation, and market maturity.

The system mapped lifecycle stages and URPU tiers to product availability and readiness, helping Klarna teams understand when and how to promote different features or products to specific customer groups. This included campaign prioritization logic, templates, and decision trees for CRM, paid, app, and web campaigns.

• Created campaign planning templates, segmentation guides, and product priority maps

• Defined audience rules by lifecycle stage and URPU band, enabling clearer targeting and upsell logic

• Built GTM playbooks aligned to product launch stages, integrating content planning and messaging toolkits

• Partnered with product, lifecycle, and regional marketing teams to embed the framework into quarterly planning

• Rolled out training and implementation support across global teams, enabling consistent execution at scale

Building this framework wasn’t just about creating a smart system, it was about getting people to rally around it. I learned how important it is to bring cross-functional teams into the process early, especially when the goal is alignment across such a wide range of regions, products, and priorities. This work taught me how to translate high-level strategy into something that feels actionable and valuable to teams on the ground. It also reminded me that when you give people clarity, on what matters most, when to act, and how to contribute, they can execute with more confidence and focus.