Buy now, pay better with fairness and financial freedom. Let’s empower the economy where everyone wins.
Creative Lead
What I did: Afterpay is just starting to expand its presence and this brings the expansion of a new creative team. Lead creative for the Brand Retail division for all global markets. This included all channels in both digital and print. My team and I reimagining Afterpay— how it shows up in-store through physical experiences to digital. I partner with other team members in digital and print to ensure a cohesive look and feel. Oh… I also helped develop acquisition and retention on their growth channels.
CRM & Customer Lifecycle
How Afterpay Works
Afterpay is more than just a platform. It’s a world where the customer is in control. We wanted to create a landing page takes the simple customer RTBs and benefits and tells a story through clarity, depth and emotion. Allowing the consumer possibilites come to life.
Pride Month
In support of Pride Month, Afterpay launched a beauty campaign partnered with top driving merchants. With a nice balance of brand visuals and actionable messaging, we are able to collide freedom of expression and confidence though beauty. The campaign reached existing customers on email and site all driving to in-app shopping. To further our data, the team scheduled an A/B test on modules in the launch email to help guide future strategies.
Let’s Talk Holiday
It’s beginning to look a lot like Done Day.
In all the hustle and bustle around the holidays, there’s one very special moment that deserves a little celebration. Nothing beats that feeling of ticking the last gift off your list. #DoneDay is a whole new holiday, dedicated to amplifying that feeling. A fun, festive and ownable moment that motivates people to conquer their holiday shopping lists and celebrate the victory in style. Because everyone finishes their holiday shopping at different times, this personalized holiday stretches across the holiday calendar and beyond.
An AR Experience
Afterpay joined forces with Westfield Mall to take our holiday campaign past the standard digital signs and billboards. We created an interactive AR game that allows shoppers to hunt for festive Hidden Helpers around the mall. Holiday characters were named and dimensionalized, giving shoppers playful moments they could share on social platforms.
Retail for Merchants & Customers
Touchpoint Map of Customer Engagement
Customer Experience
One of my first tasks was to rethink how Afterpay is presented in merchant environments. Each creative has a job: attract, engage, and convert consumers at the right locations throughout the store. Through best practices and in-store messaging hierarchy that targets “hot zones” for the most impact, Afterpay can offer merchants the best possible strategy to make a difference in their brand. Below are a few highlights.
Merchant Training
As part of our on-boarding tools, Afterpay offers merchants a foundational suite of digital and printable training tools for employees. Educating employees has been shown to boost engagement and accounts. This suite is part of our redesign of Afterpay Visual Merchandising kit.
Featured: Break room poster for small businesses,Break room poster for bespoke merchants, and register How-To brochure
Afterpay x NYFW
ShopsLA
After a successful Fashion Week in 2021, Afterpay and NYFW partnered up again in spring 2022. Spreading the love, Afterpay expanded to LA.
ShopsLA was a one-day consumer activation that celebrated the intersection of fashion, entertainment and merchants (with a splash of Super Bowl).
Hosted at Westfield Century City, Afterpay made merchants the stars of Fashion Week and propelled the retail economy through creativity and innovation. Concepting and production was completed in a 3 week span. My role was to creative direct all aspects.
