Create a cohesive seasonal narrative that showcases Klarna’s shopping, budgeting, and payment features—while tailoring messaging by market maturity, user behavior, and campaign stage. Ensure tight coordination across owned and paid surfaces, and balance short-term incentives with longer-term customer value.

I developed a phased content journey anchored to the user lifecycle. Each phase highlighted key features (e.g., wishlists, price drops, budgeting tools) through personalized content blocks, behavior-based triggers, and region-specific creative. We balanced product education with incentives, designed variants for key segments, and coordinated surfaces to tell a consistent seasonal story.

Paid and OOH extended that impact into upper-funnel awareness—particularly in priority markets like the US, UK, Germany, and Sweden.

• Led campaign strategy across CRM, push, Klarna.com, and app and supported strategic alignment of Klarna’s Paid and OOH placements.

• Orchestrated 15+ variants, tailored by lifecycle stage, behavior, and market maturity

• Delivered a diverse mix of campaign formats, from wishlist sweepstakes and gift card promos to a branded in-app mini-game (built with agency Flarie) and churn re-engagement flows

• Developed a localization toolkit to help regional teams adapt messaging with speed and consistency

• Synced paid media and OOH to ensure aligned messaging across channels

Running a campaign across 22 markets, 17+ teams, and multiple channels required obsessive alignment, but also trust. I learned how to build the right briefing infrastructure, ensure local and global priorities stayed in sync, and support agile adjustments as deals, designs, and incentives evolved in real time. When owned, paid, and brand teams work from one strategic calendar, the entire customer experience feels cohesive, no matter the channel.