I joined Affirm in February 2021 as the company's first senior brand hire, with a mandate to build the brand function from scratch. Over four years the scope grew from campaign execution to owning the full brand operating system: the creative platform, governance standards, agency ecosystem, measurement infrastructure, and P&L.
The most significant initiative was the Apple Pay launch. The "Dream Bigger" campaign framed Affirm in Apple Pay not as a product feature but as a new shopping behavior, moving people from checkout stress to checkout confidence. Rather than lead with technical complexity, the strategy used creator-led storytelling to make the behavior feel familiar and worth adopting. The campaign ran across social, home, travel, and creator channels and delivered an unaided awareness lift of 8 points.
Alongside campaign work, I built the enterprise creative operating model: the governance standards, quality frameworks, decision rights, and AI-enabled workflow tools that let the team move fast without fragmenting the brand. I also built the measurement infrastructure connecting brand health, creative effectiveness, and revenue, and designed Affirm's creator and influencer operating system in a regulated environment, establishing compliant workflows that drove 44% of GMV from short-form video and $3.7M from a single influencer asset.
