Background

I  led the BNPL overlay initiative from concept to rollout, focusing on experimentation, creative logic, and product integration. While I was not the core software developer, I drove the implementation by prototyping early solutions, defining overlay requirements, coordinating with technical teams, and ensuring the system could scale across dynamic ad platforms.

Phase 1 — Google Dynamic Ads Prototype

I first validated the concept by injecting installment pricing into Google Dynamic Ads using JavaScript.

Goal: Test whether installment messaging improves conversion intent.

Phase 2 — Meta Ads Overlay Automation (Cloudinary Pipeline)

Next, I developed a scalable overlay system using Cloudinary to automatically apply BNPL price callouts and badges on Facebook/Instagram catalog creatives.

This enabled:

  • Dynamic installment price rendering

  • Automated creative generation at scale

  • Consistent branding across product ads

Phase 3 — Productization Inside Waterbucket

This overlay workflow was then integrated into the Waterbucket app as a core feature.

Over time, Waterbucket evolved beyond Cloudinary and built its own internal rendering system for overlays.