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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.
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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