Crafting stories, not just emails. 

For Afterpay’s Lifecycle and CRM team, I crafted copy that didn’t just land in inboxes but actually resonated. I developed and refined messaging across owned channels and co-marketing initiatives, shaping stories that connected Afterpay with its audience.

From onboarding flows, re-engagement and co-marketing campaigns, every piece of copy was designed to keep customers engaged, informed, and excited to tap “Shop now” —without the hard sell.