The brief

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As a global money transfer service, Paysend faces a unique challenge: speaking to customers from different cultures, backgrounds and countries while maintaining a consistent brand voice.

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Over several projects, I worked with the CRM, content and marketing teams to create customer journeys, content strategies and campaign concepts designed to engage audiences across multiple international markets. The challenge was to balance commercial objectives with messaging that felt relevant and meaningful to customers, whether they were sending money to support family, pay for education, celebrate a cultural event or simply stay connected with people back home.

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The process

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One of the things I enjoyed most about working with Paysend was the variety. One week I could be building onboarding and retention journeys. The next I'd be creating a content plan covering blogs and social media. The week after that I'd be writing a Halloween campaign proving that fintech doesn't have to take itself quite so seriously.

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Because Paysend operates globally, every project started with the same question: what connects people regardless of where they live?

Rather than focusing purely on transactions and exchange rates, I developed content around shared human experiences. Family. Celebration. Education. Travel. New beginnings. The themes might be universal, but the execution needed to feel relevant to audiences across Europe, Asia, North America and beyond.

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Alongside CRM journeys, with A/B testing, designed to improve customer engagement and retention, I developed content plans covering blog content, SEO opportunities and social media campaigns. These plans balanced seasonal events, search demand and customer needs, helping create a steady stream of content that supported both brand awareness and business goals.

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Creative campaign development was another key part of the role. From festive campaigns and national celebrations to Halloween promotions, I helped create concepts that brought personality to the brand while remaining commercially effective. After all, financial services don't always have to sound like financial services.

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The outcome

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Global marketing with a human touch

The CRM journeys, content plans and campaign concepts helped Paysend engage customers throughout the customer lifecycle, from onboarding and activation through to retention and re-engagement.

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By focusing on shared experiences rather than financial transactions alone, the content connected with audiences across multiple markets while maintaining a consistent brand voice. The result was a marketing approach that felt more human, more relatable and more memorable — proving that even in fintech, personality matters.