• 33M+ customers reached across owned channels

• 250M+ impressions generated

• $3.5M in sales volume in 4 days

Dream Deal Days was Klarna’s biggest real-time promotion of the year. The challenge: coordinate global CRM, merchant, and brand teams to activate live deals across markets, while adapting to daily inventory changes, partner requirements, and channel constraints, with little room for error.

I built the campaign plan for owned channels, anchored in a centralized CRM framework that could flex by market, partner, and deal type. We paired real-time deal updates with clear messaging guardrails, modular creative, and tight coordination across paid, merchant, and brand teams. The goal was to drive urgency without chaos, delivering high visibility, conversion, and consistency across every surface.

• Led daily campaign orchestration across CRM, app, push, and Klarna.com

• Developed modular messaging and creative blocks tailored to live deals and partner priorities

• Collaborated with merchant, commercial, and brand teams to update content in real time

• Coordinated rollout across 10+ markets via shared planning docs, live trackers, and daily syncs

• Partnered with paid media to align audience targeting and ensure full-funnel consistency

• Monitored campaign performance in real time to quickly optimize content and cadence

Running a high-velocity campaign across channels and markets isn’t just about speed, it’s about structure. By giving teams clear tools, briefs, and creative guardrails, we created space for agility without sacrificing brand or execution quality. It was a reminder that great coordination is a creative advantage.