Buy now, pay better with fairness and financial freedom. Let’s empower the economy where everyone wins.
What I did: When Afterpay expanded globally, I co-led creative for the Brand Retail division, building the team and brand system from scratch. The challenge: Afterpay is a dual-sided platform requiring both consumer love and merchant ROI. I reimagined how Afterpay shows up across the entire ecosystem—from B2C acquisition campaigns to B2B merchant enablement—ensuring every touchpoint worked double duty. Consumer campaigns drove adoption while serving as merchant sales tools. In-store experiences converted shoppers while proving value to retailers. I developed growth channel strategy understanding that when consumers demand Afterpay at checkout, merchants follow—creating a platform flywheel.
Consumer Brand & Merchant Growth
How Afterpay Works
Afterpay is more than a payment platform—it's a world where the customer is in control. I led the team in creating a landing page that transformed simple customer benefits into an emotional story, using clarity and depth to bring possibilities to life.
Back to School
I developed a creative toolkit that enabled teams to build on-brand assets at scale. The toolkit established design systems and messaging frameworks, ensuring brand consistency across all channels while also helping secure merchant partnerships and ad buys. This systems approach maintained brand integrity from consumer campaigns to B2B merchant enablement.
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 priorities was reimagining how Afterpay appears in merchant environments. I developed a strategic framework where each creative asset had a specific job: attract, engage, or convert consumers at key touch points throughout the store.
Using in-store best practices and messaging hierarchy focused on "hot zones," I created a retail toolkit that helped merchants maximize Afterpay's impact on their business.
Merchant Training
I led the redesign of Afterpay's merchant onboarding toolkit, creating a suite of digital and printable training materials for employee education. Since educated employees drive higher engagement and account creation, this was critical infrastructure for merchant success.
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 NYFW partnership in 2021, Afterpay expanded to LA with ShopsLA—a one-day consumer activation celebrating the intersection of fashion, entertainment, and retail (with a Super Bowl tie-in).
Hosted at Westfield Century City, the event made merchants the stars of Fashion Week. I creative directed all aspects of the activation—from concept to production—completed in just 3 weeks.
