The strongest brands turn customers into community, and community into growth. I build that belonging deliberately and make it the most durable growth a brand has.
Community led growth
Affirm's creator engine (Affirm)
Context: In a regulated fintech environment, I saw that everyday customers and creators could build trust and desire for Affirm in a way paid media alone never could.
What I did: I designed and built Affirm's creator and influencer operating system end to end: compliant briefing, approval, and reporting workflows that let a regulated brand work with creators at scale, and a content model that turned authentic customer stories into performance.
Results: 44% of paid-media GMV driven by influencer assets, including $3.7M from a single asset.
The Amex partnership (Saks )
Context: Saks's highest-value clients didn't need discounts. They needed to feel part of something money alone couldn't buy.
What I did: I designed a two-tier program with American Express Platinum and Centurion, pairing broad acquisition on the Platinum side with curated private experiences, exclusive designer access, and intimate celebrity events for Centurion members that turned those moments into lasting spend.
Results: 1,200 new high-net-worth clients and a repeatable model for network-level partnerships.
Also led: Ashley Graham talent partnership, including an activation with Pottery Barn and Architectural Digest, building brand connection through authentic celebrity storytelling.
Happy Not Perfect activation (Saks)
Context: The founder of wellness app Happy Not Perfect was featured on the cover of Saks's catalogue. The opportunity was to turn a magazine moment into a lived brand experience customers could step into.
What I did: I owned the $450K activation end to end: in-store experiences across four stores, a celebrity dinner that generated press, and the creative and production that tied the founder's wellness story into the Saks environment.
Results: Four-store experiential rollout, a celebrity dinner with earned media coverage, and $55K in wellness product sold through the activation.