The setting
extends its payments work to individual people with , a mobile wallet app with a virtual Mastercard for paying friends, settling bills and paying businesses.
A funded account does not identify which first-payment prompt belongs next.
Growth wants distinct audiences to test, while CRM protects consumers from competing contact across running campaigns.
Who you’d be doing this for
“I put money in after shopping, then got two different prompts. Which one am I supposed to follow?”
Alvar Eriksson · Personal account customer · a character in this brief
Joined through a merchant, funded the account and has not yet made a first payment.
What is at stake
Growth strategists found overlapping audiences in five of 12 briefs for first-payment campaigns. You decide whether AI proposes membership directly or proposes criteria for a strategist to approve before the system builds the audience.
Why it isn’t already fixed
Every obvious fix costs something else. That’s the part you’d have to decide.
- distinct audience hypotheses vs comparable experiments
- cross-channel reinforcement vs competing contact
- fine-grained targeting vs usable audience size
- fresh membership vs reproducible approvals
Why SumUp
Merchant-led acquisition feeds consumers into an activation journey that spans sign-up, KYC, first fund and first transaction across six markets.
Written with these in mind
Not your kind of problem? 38 more at SumUp, or browse every organization.
Where the organization context comes fromThe postings this brief was written from, and the reporting read before it.
The organization context comes from public information. The situation and characters are written for the brief.
Job postings it was written from
Public descriptions of the work at SumUp. They are listed as sources, not as openings. The lines under a posting are its own words, where it meets this brief.
- CRM Manager- Consumer (opens in a new tab)
- Build audience segments, track daily performance and run A/B tests on copy, timing and channel
- Comfort working across push, email and in-app messaging, with basic SQL for audience checks and reporting
- Head of Consumer Growth (opens in a new tab)
- From paid acquisition, referrals and lifecycle marketing to receipts, payment screens, merchant communications and in-store experiences, you will determine how SumUp reaches, converts and retains millions of consumers.
- Build and lead a multidisciplinary consumer growth team spanning performance marketing, merchant-led acquisition, direct-to-consumer marketing, CRM, design and content.
- Growth Marketing Manager, Credit Products (opens in a new tab)
- Define and execute online acquisition strategies across web and app, including Google, Meta and TikTok.
- Lead testing and experimentation across campaigns, creative, landing pages and key customer journeys.
- Brand Manager - Marketing Effectiveness (opens in a new tab)
- Central Brand & Marketing builds the campaigns, trackers and insight that show whether SumUp's marketing actually works, across six markets and two very different audiences: consumer and business owners.
- It's a chance to shape how SumUp reads its market from the ground up, working closely with the Media & Strategic Partnership, Creative, Growth, Sales and Operations teams along the way.
- Senior Marketing Manager - B2C (opens in a new tab)
- Plan and execute merchant-to-consumer acquisition campaigns across six markets — owning messaging, creative strategy, localisation, and performance reporting
- Embed consumer sign-up moments into merchant touchpoints, including the super app, card readers, merchant CRM, and merchant website
This is the setup. The work is inside.
Running it puts you in the room: the full situation and its constraints, stakeholders who push back in their own words, and the decisions that are yours to make. What you produce becomes a Day One Plan — work you can show someone instead of describing.
Where similar work appears
Other live briefs connected to this one, and what connects them.
Similar problems at other organizations
Like this one, each of these is about figuring out which problem is actually worth solving.
Google Ads, Marketo, and Salesforce point to different reasons qualified providers are not progressing.
You must decide what AI can recommend and what the strategist must verify before changing a campaign.
Opening Soon strategists are drawing different next-test conclusions from the same LinkedIn results.
You must decide what AI recommends, what evidence it cites, and where strategist judgment remains required.
Retailers who placed a first order are not returning despite follow-up ads.
You must decide where the system's proposed test stops and the strategist's choice of audience, message or offer begins.
The same setting, from another role
Each is set around SumUp’s SumUp Consumer (SumUp Pay), written for a different role. They’re separate briefs, not the same scenario.
Spending signals show recurring low balances before expected outgoings among people already using Spaces.
You must weigh a useful reserve against rules that make consumers unsure what money they can spend.
A network disruption left UK transfer instructions in uncertain states, and some may already have moved.
You must weigh faster access to money against an irreversible risk of duplicate execution.
Duplicate transfer-status notifications reached 4.8% after a deployment, despite correct money movement.
You must weigh a fast idempotency change against preserving retries when an external response is uncertain.
Other problems with a similar purpose
In each of these, as in this one, the aim is to make operational data dependable at the exact moment someone needs to act on it.
Late partner records leave valid quote journeys out of the next morning’s funnel view.
You have to weigh faster completeness against duplicate policy-start reporting.
Duplicate TMS cases must fall below 1% of late-shipment events within ten business days.
You must weigh fast exception escalation against the confidence operators need in every case.
Launch operators cannot explain why nearby homes receive different availability answers.
You must weigh a fast review flow against preserving the flight constraints behind every route.
