B2C/B2B · LEAD CONTENT DESIGNER/STRATEGIST · CURRENT
PayPal
PayPal has long been a trusted leader in global payments and is now evolving into a truly AI-native fintech company. I've been the Lead Content Designer/Strategist since August 2025, working across both PayPal World and the AI org.
Brand strategy
AI @ PayPal
Problem
When I joined PayPal, there was no defined narrative or brand strategy for the AI org, despite the team doing highly technical, science-driven work. I partnered closely with the AI Strategy Head and the newly appointed SVP of AI to define a cohesive, scalable brand and narrative system that positioned PayPal as transforming into a more credible, AI-first fintech leader.
Solution
My work included defining guiding principles for how PayPal builds and talks about AI, grounding our brand in transparency, hard science, and real outcomes. I then operationalized and scaled the strategy through evergreen narratives, org-wide frameworks, playbooks, and executive presentations used across the company both internally and externally. I also helped shape the SVP's personal leadership brand by defining a voice and presence that balanced deep technical credibility with approachability, reinforcing his role as a trusted technologist leading PayPal into its next era.
UX content
Admin and participant portals
Problem
With the launch of PayPal World, partner wallets and PayPal admins needed a way to manage disputes across the network. They also needed real-time visibility into how the network, merchants, and transactions were performing.
Solution
Our team created two agentic portals to support the operational side of the PayPal World network. I joined as the sole content designer/strategist and built the content foundation from the ground up:
- Built PayPal World as an umbrella brand rooted in PayPal's core personality (simple, upbeat, and bold), with a strong emphasis on plain language and translatable content given our global, multilingual user base.
- Partnered with design on a hybrid UX model, balancing a structured dashboard UI with AI-guided workflows. I wrote all quick prompts, personalized by page context, and positioned the agent as a brand extension.
- The LLM content system defined trigger conditions, response frameworks, formatting rules, tone calibration, and governance standards. I partnered with engineering to translate strategy into system logic.
- Led a full accessibility audit for WCAG AA compliance, focused on language inclusivity for global audiences.
Impact
From day one, PayPal World began supporting 1M transactions every 24 hours across 115M merchants, with dispute SLA decreasing by 50%. The platform is currently piloting with UPI in India and WeChat in China.
PayPal World product experience playbook
Problem
PayPal World was a brand new organization within the company. Everyone came in at the same time, so there was no established foundation for how we delivered product experiences – no processes, systems, or ways of working models. As we built our MVP, we saw misalignment, evolving requirements, and unclear ownership across teams.
Solution
After pilot, I led an initiative to diagnose those gaps, partnering with teams across the org through retrospectives and workshops. I created the PayPal World Product Experience Playbook – a full lifecycle operating model covering discovery through post-launch. It clarifies who needs to be involved and when, recommended collaboration at each stage, and what needs to be true before work moves forward. It also serves as a living archive of everything the team has produced.
Impact
The playbook was adopted org-wide after I presented it to senior leadership. It now serves as the source of truth for how the org delivers product experiences and has become an onboarding tool for new employees joining the org.
Note: All internal links have been removed, but the document still indicates where linked resources appear.
Check out the playbook →
Product marketing
Demo video for Global Fintech Fest (GFF)
As part of my scope, I led content strategy efforts to determine where and how PayPal World should show up in the market. For this initiative, I wrote the script for a demo video showcasing PayPal World's integration with India's Unified Payments Interface (UPI), which enables customers to use UPI-connected digital wallets to pay merchants internationally, while giving merchants access to new customers from partner networks. PayPal's CEO, Alex Chriss, presented this video at GFF 2025 in Mumbai to over 100,000 attendees, unveiling the platform's UPI integration for cross-border transactions.
Check out the video →
Go to market (GTM) collateral
I created branded content across GTM collateral, shaping key messaging from strategy through activation. I developed taglines, value props, and launch-ready copy for lead-generation funnels, GTM plans, posters, and branded swag, ensuring the story stayed clear, consistent, and aligned across teams.
