• 60% of monthly Klarna Card sign-ups attributed to CRM-driven initiatives

• +20% uplift in card activation rates across targeted segments

• 25% higher click-through rate on behavior-based lifecycle flows vs. control group

• Reduced time-to-first-purchase by 2.4 days for newly activated users

• Framework adopted as the foundation for Klarna Card lifecycle strategy globally

Cardholder communication was fragmented across acquisition, activation, and retention, with no unified journey to guide users toward healthy usage habits. As Klarna expanded the Card globally, we needed a consistent, flexible framework that could scale with the product and meet users where they were in their lifecycle.

I developed a full-funnel lifecycle strategy for the Klarna Card, spanning acquisition, activation, and retention. We introduced segmented welcome flows to support sign-up conversion, then mapped key behavioral milestones like activation, first purchase, and repeat usage.

I worked closely with product and data teams to define cardholder segments, align messaging with feature rollouts, and build a modular framework that could flex by market, behavior, and lifecycle stage. The goal: increase ARPU by driving both acquisition performance and long-term engagement.

• Defined lifecycle stages and built modular content blocks tailored to user behavior

• Created campaign flows across CRM, app surfaces, and web—each aligned to specific behavioral triggers

• Partnered with product, design, and analytics to align messaging with feature launches and roadmap priorities

• Used AI-driven targeting and personalization in Braze to optimize performance by cardholder segment and lifecycle stage

• Enabled real-time testing of subject lines, incentives, and timing to improve activation and retention metrics

A strong lifecycle strategy isn’t just about sequencing, it’s about listening. By mapping messaging to real behaviors and building flexible journeys, we created a system that could adapt to each user and evolve with the product. The more relevant the message, the stronger the habit.