PayPal World
PayPal World is a global platform that connects different digital wallets and payment systems into one network, so people and businesses can send and receive money quickly and easily — no matter which app they use or where they are in the world. I’ve been the Lead Content Strategy Consultant since August 2025.
Admin portal
I led the content design for PayPal World’s admin portal, covering every user-facing touchpoint from UX content to over 30 automated email notifications.
PayPal is focused on agentic experiences, which represents a major innovation shift in the financial industry, where apps intelligently assist users while maintaining transparency and control. Given that, I worked closely with Engineering and Operations to ensure our LLM was properly trained on internal SOPs so it could deliver accurate, context-aware responses.
I also led an accessibility audit before launch to ensure full WCAG compliance and inclusive experiences across the portal’s ecosystem. The portal launched with two major participants, empowering admins to manage millions of dollars in interoperable transactions across PayPal’s global network.
UX content
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.
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.
AI @ PayPal
PayPal has long been a trusted leader in global payments and is now evolving into a truly AI-native fintech company. I currently serve as the Content Strategy Lead for the AI org and work closely with the AI Strategy Head and the SVP of AI (who I formerly worked with at Walmart) to define the brand strategy, voice, and evergreen narratives.
Brand strategy
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.
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.
