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Strategy
Afterpay Content Filters
Afterpay's innovative business model caters to a wide range of merchants and shopping categories. Finding a way to unify the content was key to getting customers excited about engaging with the brand and using the product.
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By leveraging insights from customer personas, shopping behaviors, and market trends, I led a high-performing team to create content filters that guided our storytelling and visuals across all channels. The result? A unified narrative that engaged, educated, and inspired customers, ultimately laying the groundwork for the creation of brand franchises.
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