Lifecycle Content Strategy for Cross-Border Payments

The Problem

Leatherback needed content that built trust fast; customers moving money across borders need confidence before they'll send a single transaction. The brand also needed a team that could execute consistently across channels, not just produce one-off content.

What I Did

• Led a 4-person content team, restructuring strategy and execution; exceeded 2023 content and growth KPIs by 200%+
• Built segmented email storytelling campaigns by customer lifecycle stage, directly contributing to the 200%+ KPI overachievement on engagement and lead generation
• Extended storytelling across push, social, and email, meeting customers in 3+ channels rather than relying on one
• Directed influencer collaborations end-to-end (scriptwriting + content direction), expanding brand visibility beyond owned channels
• Measurable lift in brand visibility, and engagement.