• Launched in the U.S. in July 2025; early CRM and web engagement exceeded benchmarks

• Playbook now being adapted and scaled across 13 EU markets

Position a product that blends debit and Pay Later in a category already cluttered with credit cards, BNPL, and Klarna’s own offerings, while keeping it intuitive and distinct.

I partnered closely with Visa, WebBank, and Klarna’s internal legal, product, and brand teams to build a compliant, compelling messaging foundation. I mapped a phased GTM approach across acquisition, onboarding, and ongoing usage, defining core moments to educate users and build new habits. We built the campaign from scratch, including segmentation, customer journeys, modular messaging, and channel-level plans across CRM, web, and app. Our goal was not just sign-ups—but long-term usage.

• Led strategy and rollout across owned surfaces: CRM, Klarna.com, and in-app

• Defined core campaign pillars, messaging hierarchy, and legal disclaimers in collaboration with Visa and WebBank

• Partnered with brand and product teams to shape content modules, animations, and product demos

• Built user journeys across lifecycle stages—targeting acquisition, activation, and onboarding separately

• Delivered personalized onboarding flows with embedded education (“how to pay later” and “how to use debit vs. credit”)

• Integrated with paid media, PR and local marketing to ensure consistent funnel messaging

Launching a behavior-shifting financial product isn’t just about marketing, it’s about orchestration. From legal approvals to product flows to education moments, every touchpoint matters. By driving alignment early, we built a campaign that was clear, compliant, and ready to scale globally.