A brand vision only matters if it is scalable. I build the positioning, the operating models, and the infrastructure that enables brand work to run at enterprise volume without losing quality.
Building the brand, strategy to system
Positioning and narrative (Affirm)
Context: When I arrived, Affirm told a product-centric story. As a brand, a product, and a company, we talked about features and benefits: an easy, transparent way to pay, no fees, no gimmicks. It was true, and worked for our co-marketing efforts, but it lacked human connection and didn't meet consumers where they were, and every function was telling a slightly different version of it.
What I did: I dug into the consumer research, the feedback, and the reviews, and found a gap. The way people talked about us wasn't the way we talked about ourselves. Consumers didn't describe a payment method. They described the lives they were building and the moments that mattered to them, with Affirm as a way to reach them. I led the efforts to build Affirm's positioning and identity around that truth, a more human platform about helping people live their lives in the moments that matter, and set the creative and narrative direction across marketing, product, sales, comms, and in-app. Then I built the creative governance that let teams move fast without fragmenting voice or visual identity.
Results: One coherent, more human brand across every customer-facing surface, adopted company-wide.
The creative operating model (Affirm)
Context: As volume grew, senior and cross-functional judgment became the bottleneck and quality depended on heroics.
What I did: I restructured the brand and creative org into a pod model Brand Studio, separating storytelling strategy, production, and social so each could move at its own speed, and defined decision rights, quality tiers, and escalation paths so the team could run without me in every room.
Results: Faster execution at higher volume, with quality that no longer depended on any single person.
Also led: international expansion into Canada, the UK, and other markets with localized strategy, messaging, and governance; two markets fully adopted, more in active rollout.
AI-enabled creative infrastructure (Affirm)
Context: The team needed to scale output without adding headcount, and to adopt AI tools without fragmenting the brand.
What I did: I built an AI-enabled creative operating system across the team, with the workflows and governance to use the tools well, cutting review cycles and scaling output.
Results: A 67% increase in internal creative studio adoption, with output scaled and no loss of brand consistency.