The brief

Klarna was growing rapidly across markets, partnerships and products, creating a constant demand for creative that could feel distinctive and recognisably Klarna while working for different brands, channels and audiences around the world.

My role

Over almost two years, I worked across creative strategy and copy for a high volume of global co-marketing campaigns, including partnerships with H&M, Reformation, Deliveroo and eBay. I developed campaign messaging and creative across paid, digital and other brand touchpoints, with work designed to travel across markets and withstand translation and localisation.

As my role evolved, I also looked at how the creative function itself was working, mapping the existing process and developing a new strategic workflow to address siloed teams and unclear ownership. I later joined Klarna’s US product marketing team, working across product launches, a website refresh and the rollout of a new self-serve advertising product.

The outcomes

The work helped Klarna deliver distinctive creative at scale while strengthening the strategic thinking behind it. The new workflow I created also helped establish the need for dedicated strategic resource within the creative function, leading to the hiring of a new team and setting the foundations for further growth.