Hi,
I’m Marie

I take complex products to market, and build the systems that scale them.

At Klarna, Upside, and Tesla: different industries, the same ask: make something unfamiliar feel inevitable.

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About me

Every product I've marketed has asked something real of the customer, a new behavior, a shift in thinking, a change in habit. Making that ask feel natural, desirable, and worth it requires seeing the whole picture: brand and positioning through acquisition, activation, and the lifecycle work that keeps people engaged long after launch. I work across all of it, alongside product, data, creative, and legal internally, and brand partners, agencies, and platforms externally, at Klarna that meant strategic partners like Visa, Apple and merchant partners like Booking.com, Sephora.

At Klarna, I launched the Klarna Card in the U.S. and the debit product across 13 EU markets, ran global campaigns across 22 markets, and built the operating frameworks teams still use today. At Upside, I'm applying the same approach with a broader toolkit: brand strategy, verbal identity, and creative and performance programs across social, influencer, and paid channels. Before that: Tesla, where I led the European Model 3 launch, and Cover Genius, where I built the company's first global B2B marketing strategy.

Different industries every time. The same question: how do you make the right person care, at the right moment, enough to actually change?

Some personal info about myself: I’m half French, half Dutch, and currently living in Brooklyn. I love traveling and discovering new cultures, I've lived in four countries and visited over 25. Most days, you’ll find me walking my dog Flo (who has big opinions and a hidden agenda at all times), doing pilates, or trying yet another bakery in search of great bread.

Skills

Launch Strategy & GTM

A launch is only as good as the thinking behind it. I develop the value proposition, map the customer journey, define the launch architecture, and drive execution across every channel, from the first awareness moment through activation and into long-term retention. The goal is always behavior change, not just reach: getting the right person to do something they haven't done before, and making it feel like an obvious decision in hindsight.

Exceeded U.S. Klarna Card launch targets by 40%. Led EU debit product GTM across 13 markets. Drove €57M in attributed revenue for Tesla's Model 3 European launch.

Integrated Campaign Architecture

I've run campaigns across 22 markets, 17 languages, and 17+ teams, which means I know exactly how much can go wrong between a great brief and a live campaign. I shape strategy, manage alignment across product, brand, creative, CRM, paid, and PR, and keep execution sharp as it scales. The work is making a lot of teams, and a lot of channels, feel like one coherent thing to the person on the other end.

Global Klarna holiday campaign: 22 markets, 17 languages, 1.3B+ users reached, $41.4M incremental revenue. Klarna's flagship promotional event: 33M+ customers, 250M+ impressions, $3.5M in four days.

Lifecycle & Engagement

The campaigns between campaigns, and often the ones that drive the most long-term value. I design onboarding flows, engagement programs, reactivation journeys, and behavioral triggers that keep customers active and coming back. I work closely with product, CRM, and data to build segmentation and lifecycle systems that stay effective as they scale, without needing constant intervention to stay relevant.

Built Klarna's Customer Marketing Routine, now the operating framework across 20+ markets. Behavior-triggered lifecycle flows delivered 25% higher CTR vs. control.

Brand Strategy

Brand strategy is where everything else starts, the positioning, voice, and creative strategy that give campaigns something real to say. I develop it end-to-end: from defining what a brand stands for and how it sounds, to the verbal and visual identity systems that keep it coherent across channels, markets, and teams.

Currently leading a full brand rebuild at Upside, brand strategy, verbal identity, campaign architecture, and creative and performance programs. At Klarna, built the messaging architecture and Partner Creative Guidelines adopted as the single source of truth across four teams and 22 markets.

Content Strategy & Messaging

Most content problems are positioning problems in disguise. I build the systems that fix both: brand voice and verbal identity, messaging architecture, campaign narratives, and the modular content infrastructure that lets global teams execute consistently without losing local relevance. I've built content series that shifted customer behavior at scale, messaging frameworks adopted as global standards, and brand guidelines that teams actually use.

Built Klarna's first evergreen lifecycle content series across 18 markets: +49K incremental orders in 6 months, +$1.7M in merchant revenue. Currently leading a full brand and verbal identity rebuild at Upside, including campaign architecture and creator and performance marketing programs.

Marketing Systems & Scalable Processes

Every marketing team eventually hits the same wall: the work grows but the infrastructure doesn't. Campaigns don't compound. Briefs mean different things in different markets. Good thinking stays in someone's head. I build the planning frameworks, operating playbooks, and creative guidelines that give teams a real foundation, so execution gets better over time, not just bigger.

The measure of a good system is how well it works when you're not in the room.

Created Klarna's campaign planning system, now the global standard across 22 markets. Built Upside's 2026 Marketing Blueprint, adopted as the single source of truth across four teams. Built Tesla's Marketing Champion program: 40+ local activations across 7 stores in 6 months, adopted as EMEA best practice.

What colleagues say

  • “Marie consistently delivers outstanding results and has led some of our most important campaigns, including Klarna Card US and the global Q4 Holiday campaign. Her strategic range, creative leadership, and ability to drive cross-functional collaboration make her an invaluable asset.”

    Taylor Hoffmann-Subjack (Head of CRM - Klarna)

  • “Marie is a rare mix of strategic thinker and detail obsessive. She brings clarity, energy, and rigor to everything she touches, and always speaks up with insights that sharpen the work. She’s the kind of teammate you want in the room when it matters, and the one you count on to get things over the line.”

    Esther Whitworth (Chief of Staff - JPMorgan Chase)

  • "Marie was the driving force behind our global HubSpot rollout and partner marketing program. Strategic, hands-on, and endlessly resourceful, she brought clarity, creativity, and momentum to every project. A true growth mindset marketer, and someone I trusted to step into any challenge."

    Gilly Mandelman (Director of Marketing - Cover Genius)

  • “Marie combines creativity, systems thinking, and serious execution power. She’s the first to embrace new tools, takes full ownership of digital projects, and brings sharp insight, persistence, and speed to everything she does.”

    Laurens Keuning (Chief of Staff - Tesla)