Project lead and content strategy across editorial and social amplification (2018 – 2004)

The Loop is Afterpay’s editorial content hub, designed to inspire customers and position the brand as a trusted voice in fashion, lifestyle and beauty. Integrated within both the app and website, it became a key part of the brand’s broader owned-channel strategy, working in tandem with social and CRM to drive engagement and relevance.

Originally launched as a personal passion project on WordPress in 2018, The Loop evolved into a high-performing editorial platform and a valuable channel for affiliate partnerships, consistently generating revenue for both Afterpay and its brand partners.