Created the entire customer communications system for Volvo Cars' first-ever subscription model. Designed how a 90+ year old ownership brand should talk to customers in an ongoing subscription relationship.
Designed the complete lifecycle from consideration through renewal across 5 key stages
Created hundreds of communications covering every customer touchpoint and moment
Orchestrated cross-functional teams across product, legal, dealerships, and markets
Built governance and templates enabling scale across European markets
No CRM infrastructure existed. Customers wouldn't understand unlimited mileage, car swaps, or bundled insurance without deliberately designed communications building understanding over time. Had to work across multiple markets with different regulations while launching fast.
Mapped every moment customers needed information, reassurance, or action, then created the messaging strategy for each stage.
From consideration to renewal and beyond
Identified every moment customers needed information or action. Designed messaging strategy for each stage: what to say, when, and why it mattered.
Created modular communications designed to work together as a system. Built templates and tone guidelines so communications felt consistent but could be localized without losing clarity.
Ran workshops to align product, legal, dealerships, and markets on messaging strategy. Established approval workflows and governance so the system could evolve without breaking.
Launched in select markets first. Used feedback and data to refine messaging, simplify explanations, and fix gaps before wider rollout.
Complete communications system for an entirely new business model from day one
Framework working across European markets with local adaptation capability
Scalable governance and templates enabling ongoing optimization
Validated approach in early markets before successful wider rollout
Foundation for how Volvo talks to subscribers continues to evolve today
This wasn't just creating content—it was defining how a subscription relationship should work for a brand built on ownership. It demonstrated how strategic communication design can enable new business models, not just support existing ones.