Global CRM Strategy - Subscription Fintech Led end-to-end li...

Global CRM Strategy - Subscription Fintech Led end-to-end lifecycle marketing strategy for Klarna's global subscription product across email, SMS, push, and in-app channels.

Key initiatives:

Designed and launched "Drops" - always-on weekly campaign featuring merchant offers, requiring weekly content and personalisation updates, collaborating closely with product and data teams.

Rebuilt complete customer onboarding journey from strategy to execution, reducing time-to-activation.

Implemented segmentation and personalization across 26+ markets in Braze.

Managed cross-functional collaboration with Product, Growth, and Regional teams.

Results: Improved partner brand engagement, achieved significant campaign ROI uplift through continuous testing and optimization.