Kristy Schaaf

• Lead cross-functional marketing and product collaboration across Product, Commercial, Analytics, Operations, Risk, and Compliance to drive adoption and portfolio growth for PayPal Credit and PayPal Cashback Mastercard®. • Design and execute go-to-market strategies for new feature launches, product enhancements, and partner initiatives, ensuring alignment with regulatory requirements and business objectives. • Manage multichannel customer marketing campaigns (email, app, web, direct communications) that increase acquisition, engagement, and lifetime value. • Direct A/B and multivariate testing frameworks to improve campaign efficiency, response rates, and customer outcomes. • Analyze customer and performance data to refine value propositions, messaging, segmentation, and targeting strategies. • Drive adoption and market share through targeted acquisition campaigns, partnering closely with internal creative, external agencies, and program execution teams. • Collaborate with analytics and finance to establish performance KPIs, forecast results, and optimize marketing spend. • Provide mentorship and leadership to junior marketers, elevating best practices in campaign execution, compliance, and customer communication. • Support rebranding, repositioning, and product differentiation initiatives to strengthen brand perception in competitive markets. • Ensure full compliance with PayPal policies and regulatory requirements (AML, KYC, Fair Lending, Risk Management), partnering with legal and risk teams to validate all marketing communications.

- Successfully managed web, email optimization and project management teams that supported PayPal Credit, PayPal Cash Card, PayPal Cobrand products, Xoom and legal - Facilitated multi-channel campaigns across email, online, paid media and print channels - Developed and implemented a campaign planning process across products to find synergies to consolidate campaign efforts and maintain a positive customer contact strategy - Collaborated with cross-functional teams to streamline the process to enhance platforms to launch new products - Updated all creative, email communications and legal webpages for rebranding initiative. - Worked closely with internal marketing partners to create profitable marketing campaigns within brand standards to drive results and meet TPV and new account goals - Trained team members across all products and processes to insure a flawless execution adaptation - Participated as campaign program lead for internal “tiger” team to get fast track campaigns to market compliantly i.e. emergency disaster relief, legal and other executive requests

- Managed monthly cross-channel acquisition and engagement campaign strategy and execution for eBay, Synchrony and Bill Me Later products via onsite, email and web channels - Managed and trained a team of contractors on campaign and web campaign production process - Ensured that all marketing materials followed brand guidelines and seasonal style guides. - Conducted monthly quality assurance and testing across channels to confirm the accuracy of presentment to meet CFPB regulations - Appointed as legal subject matter expert for credit products and required to review all creative prior to legal submission - Executed monthly cross-channel campaigns for eBay and Bill Me Later products - Resolved time-sensitive issues with an intense sense of urgency with the ability to pivot as needed to remove obstacles and meet timelines within compliance - Streamlined existing campaign execution process by implementing new creative and execution strategies - Managed content of legal web pages across multiple platforms - Worked closely with internal design and legal teams to develop quality creative that meet brand standards

- Managed relationships with top clients via monthly communications on campaign analysis, budgets and project status. - Provided marketing support to global sales and internal operations teams. - Maintained vendor relationships and negotiated pricing for development and production of creative across channels - Created and implemented collaborative marketing campaigns for a corporate client including over 200 franchised locations to minimize individual costs and increase participation in global direct marketing campaigns - Regulated franchisee creative concepts to ensure they met brand standards and followed seasonal style guides - Managed the creation and development of a website for clients to customize and order online collateral and direct marketing packages. - Coordinated tradeshows and presented at seminars for our existing clients on current and future marketing initiatives - Composed monthly communications containing industry tips, marketing promotions and affiliate program results - Executed cross-sell efforts, pre-approved and customer lifecycle campaigns across company products for North America - Developed in house creative for direct mail campaigns to support 200+ franchised clients - Managed production off direct mail, POS and other collateral materials - Liaison between legal counsel, the sales team and client to obtain legal approval on all marketing efforts - Cross-trained team members on all marketing campaigns for employee development and advancement.