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.
Happy Not Perfect activation (Saks)
Context: The founder of wellness app Happy Not Perfect, an entrepreneur and influencer, 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.
Ashley Graham activation(Affirm)
Context: I’d negotiated a one-year spokesperson partnership with Ashley Graham, as a transparent and highly visible influencer and entrepreneur. She had just moved into her first home after more than a decade in NYC apartments, and wanted to transform the backyard. It was an authentic way to show Affirm helping people gain control during life's big moments. The constraint we had was budget. We had little paid media to work with, so the campaign had to earn its reach rather than buy it.
What I did: I led the building of this full-funnel celebrity activation, anchoring it in a real life moment, with a goal of earned attention. Together with interior designer Mikel Welch, we outfitted Ashley's entire backyard with Affirm merchant partners, then built a campaign system around it: a Pottery Barn surprise-and-delight, a press and influencer dinner, a professionally shot backyard reveal, a shoppable landing page, dedicated email, push, an in-app module, and paid social. I designed the earned-media engine to carry the campaign, built around mediable talent and a home category the lifestyle press actually cares about, so Affirm entered the conversation naturally.
Results: 32.3MM+ social impressions (135%+ to benchmark), 133MM+ potential earned media impressions, and 44 pieces of coverage including Architectural Digest, People, and Access Hollywood. Paid social drove ~$450K in incremental revenue at a $5.5 iROAS against a $3 goal, and Ashley's content hit a 4.97% engagement rate against a 3.02% celebrity benchmark. The makeover was featured in Architectural Digest, building brand connection through authentic celebrity storytelling.