Have a scroll through just a few of my favourite campaigns, events, and projects to date.
Campaigns
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Campaigns ·
Klarna Dream Deal Days
Lead strategist and project manager for Klarna's exclusive global sales event, Klarna Dream Deal Days (KDDD). The campaign’s inaugural year saw partnerships with over 200 merchants, activation across 19 markets, and over €96 million generated in volume. My role included stakeholder communication, creative development, business performance analytics, and ongoing campaign coordination across 40+ integrated marketing, partner, and product teams.
The project management processes and documentation developed for KDDD served as a model for global marketing campaigns at Klarna, culminating in the creation of the internal enablement resource, the ‘Marketing Project Management Handbook.’
I am incredibly proud that my contribution to Klarna Dream Deal Days earned me the peer-nominated 'Rising Star of the Year' award within the Marketing Competence at Klarna in 2022.
Seasonal Shopping Moments
Following my work on Klarna Dream Deal Days, I became the lead for all of Klarna’s seasonal shopping activations, including Valentine's Day, Mother’s Day, Black Friday, and more. These multi-channel campaigns each rolled out across 10+ markets. My focus spanned CRM channels, website experience, app content and technical setup, social media, legal, payment products, copy translation and localisation across all markets, and more.
Alongside marketing strategy, I lead the creative build and visual production for these projects, from initial conception to post, with a team of designers and copywriters. For our 2024 projects, we experimented with producing our campaign imagery using AI (specifically Midjourney and DALL-E). Using generative AI reduced our typical image development cycle from 6 weeks to just 7 days and saved Klarna $1.5 million in the first quarter of 2024 alone.
Klarna Spotlight
Since 2005, Klarna has been guided by a mission to revolutionize commerce, with consumer needs at its core. The bi-annual Klarna Spotlight is a pivotal moment in the company's campaign calendar, marking the unveiling of developments in Klarna’s innovative, sustainable, and AI-driven shopping solutions.
I successfully spearheaded the development of app, website, CRM, and influencer activation strategies across multiple iterations of Klarna Spotlight. I coordinated cross-functional teams internally and externally, oversaw translation and localisation efforts, and designed behavior-based consumer CRM journeys.
Discover the Truth
Combatting misconceptions about Klarna in the UK, the ‘Discover the Truth’ campaign was built around a series of mythology-style murals created in collaboration with artist Ignasi Monreal. I led the owned channel strategy for this campaign, coordinating content across the app, website, shopping features, and social media to engage and educate British consumers.
This campaign made a significant brand impact and garnered widespread industry acclaim, including first-place wins in the 'Best Visual Craft'’ 'Interactive'’ and 'Best Interconnected OOH' categories at The Drum Awards for Out of Home 2021.
Events
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Events ·
The Pup-Up Salon
Celebrating the dog-loving communities of London, the ‘Pup-up Salon’ served as a charming experiential element to Klarna’s ‘Who’s A Good Shopper’ vertical-focused campaign. The salon featured free grooming for the dogs, free manicures and hair styling for their owners, branded photo opportunities, and a coffee and snack lounge.
My role included pre-event CRM and promotion, coordinating sponsorship contributions from relevant merchant partners, approving (dog) influencer content, ensuring brand consistency across internal designers and external agencies, and shooting and publishing social media content throughout our residency. This pop-up is just one of many experiential events I’ve had the pleasure of working on with Klarna.
Klarna Smoooth Sessions
Coordinating a branded experience and Q&A session for Klarna’s B2B audience of merchant partners, channel resellers, and press. Held at the beautiful Freemason's Hall in London’s Covent Garden, our event took the theme of ‘Retail Future-Gazing.’ It led with a panel of retail experts, including Dylan Jones, Editor-in-Chief of British GQ, Ewan Venters, CEO of Fortnum & Mason, and Tanya Weller, Director of Samsung Showcase KX.
Embracing the theme of future-gazing, we invited astrologers and clairvoyants to provide insight into otherworldly matters while indulging our guests with cosmic canapés and refreshments.
Other bits & bobs
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Other bits & bobs ·
Supperclub Host
In 2023, I launched pop-up catering brand CRISPY in partnership with a friend and fellow foodie. We host home-based supper clubs in London, with menus inspired by our collective Malaysian and Chinese heritage. To date, we have run two sold-out seasons, each including 6+ courses and wine pairings.
Guest Speaker
I represented Klarna UK as a guest lecturer at Nottingham Trent University. The series of digital lectures took a deep dive into the Klarna brand, product, and marketing challenges before setting the third-year Fashion Communication & Promotion students up with a real brand brief to tackle as part of their final academic deliverables.