Paypal
2020-Present
High-level hits
Revenue Growth: Increased revenue from $14M in 2021 to $24M in 2023.
Creative Team Engagement: Led a 50+ member creative team in 2023 with the highest engagement (20%) above other Monks teams(according to company survey).
Asset Delivery: Delivered 9,000+ assets and completed 400+ projects in 2023.
Process Development: Created new ways of working to unite a previously siloed team.
Client Relationships: Built strong relationships with executives, brand and marketing leads, and DevOps.
The wins
Brand Guardians: Recognized as “brand guardians” by PayPal Brand Leadership.
Process Adoption: Monks' ways of working adopted by PayPal internal teams.
Global Briefing Consistency: Collaborated with marketing leadership to develop consistent global briefs.
Streamlined Creative Cycles: Reduced creative rounds across projects for quicker turnarounds.
Centralized Information: Established centralized sources of truth for improved consistency.
Strategic Partnership: Became an integral part of PayPal's brand and marketing teams.
What we built
Template Libraries: Developed a Global Email Module Template Library for marketing and system emails and a Global Digital Marketing Asset Template Library.
Process Documentation: Build a single source of truth for internal and external ways of working.
SMB User Journey: Maintained a FIGMA file for all live campaigns and their lifecycle paths.
Project Templates: Designed FIGMA templates for projects and presentations to enhance efficiency and consistency.
Project Management Tool: Implemented a robust project management tool for tracking, information sharing, and reporting.
Tap to Pay on the paypal app sizzle video
Purpose
Show how easy TTP is to use, and get Solopreneurs using the product
Placement
Tap-to-Pay Home Page, BRC Article, and Paid Social
Purpose
Inform and guide PayPal merchants on how to onboard and use Tap to Pay on the PayPal app
Placement
Tap-to-Pay Home Page, BRC Article, and Paid Social
Tap to Pay on the paypal app How-To Video
Cyber 5 Landing page
Goal
Got Merchants to see PayPal as a growth partner by highlighting the positive impact of PayPal for merchants, bringing compelling data points to life, creating a moment that encourages merchants, executives and shareholders.
Inspired merchants and establish confidence that PayPal will be there to support their business in every busy circumstance.
Details
Featuring performance statistics of PayPal during the busy Cyber 5 period
Updated stats and graphics daily to show impact of PayPal for businesses
Works in tandem with social media campaign
Paypal Global Marketing Email Component Library
Achievements
Personally built and maintained PayPal's global email component library for internal teams and agency partners.
Unified design and code by aligning Figma components with Salesforce HTML/CSS templates.
Created a robust Auto Layout system for fast, consistent, on-brand email production.
Established a single source of truth using master components, enabling synchronized updates across teams and files.
Reduced production errors with embedded module-specific tips and export guidelines to streamline handoffs and reduce errors.
Engineered for responsive design, accessibility, and dark mode.
Continuously optimized the system through testing, brand evolution, and code updates.
I also managed the System Email Component Library that consisted of 700+ emails within a module system to eliminate the need for manual future updates.
Go to market
security toolkit
Overview
Converted a $70k ad-hoc engagement into a $1.6M squad for "go-to-market" launches.
Collaborated directly with PayPal senior leadership.
Focused on the “Trust” brand pillar with security-centered messaging for the new product launch.
Toolkit included
Emails templates
Icon system
Animated GIFs
Landing page
Comprehension video
App-store screens
UI usage & direction
Messaging direction
Color palette
Do’s & don’ts
Primary KPI:
Cards added to
PayPal wallet
+25.3%
(vs. benchmark)
Secondary KPI:
Emails linked to
package tracking
+29.2%
(vs. benchmark)
Tertiary KPI:
Passkeys created
75.5K
Paypal Digital Marketing Creative Template Library
Developed and maintained an internal agency file with templates for all assets created for PayPal.
Each asset page contains specs, notes, export guidelines, character counts/limits, safe zones, in-situ comps, and creative examples.
Addressed gaps in inconsistent specs, outdated information, and missing details in briefs.
Established master components for a single source of truth, enabling simultaneous updates across all files.
Created a dummy-proof auto-layout system to ensure all assets remain on brand and follow guidelines.
Even though we created this for our Monks team, because PP found it so helpful they asked us to move the file internally so all their agency partners could benefit.
