I take new products and partnerships to market, translating a product truth into a story people recognize and act on.
Launches and go-to-market
Debit+ launch (Affirm)
Context: Affirm's first physical card, a genuinely new payment behavior ("one card, two ways to pay") that needed both education and demand ahead of general availability.
What I did: I led the beta go-to-market strategy, translating the product into a full-funnel consumer campaign across influencer, celebrity, landing page, sweepstakes, and paid channels, and established the launch sequencing playbook.
Results: 850K waitlist signups, 132.8M impressions, and 1.1M clicks, plus the GTM playbook that shaped beta-to-GA sequencing.
Apple Pay launch (Affirm)
Context: A major partnership launch where the job was to make a new behavior feel familiar rather than sell features.
What I did: I owned the brand strategy, building the creative platform around travel and home with creator-led storytelling, as well as the paid media strategy and creative execution across agency and in-house Brand Studio.
Results: A geo test drove a 9.9% lift in checkout starts, 11.4% in transactions, and 18.2% in GMV. Influencer content beat studio assets on engagement, brand lift, and transactions.
Overdue Getaway (Affirm)
Context: Affirm's first celebrity-talent merchant launch, across Target.com and designer Bobby Berk's furniture line. I built it as a deliberate test: does celebrity drive engagement on a merchant launch, and does a celebrity who is also a merchant drive more?
What I did: I owned the partnership end to end across both launches: talent strategy, content across organic and paid social, media interviews, and the measurement framework to answer both test questions.
Results: 13.7M earned media UVMs, 9.7M social impressions, and 178K engagements. Bobby's celebrity-merchant coverage (28.6M media impressions) dramatically outperformed standard merchant launches, and the campaign produced a reusable playbook for pairing talent, paid amplification, and authentic content.
Also led: the Expedia partnership campaign; co-marketing and onboarding for partners including Amazon, Lowe's, and URBN; the Holiday Smart national brand campaign (235M impressions on $2.6M, +1.5pp aided / +1.9pp unaided awareness); and Affirm's first measurable OTT brand test on Premion ($2.7M attributed GMV, establishing the OTT playbook).
Context: Timed to the post-Covid revenge-travel moment, the goal was to make Affirm relevant to travel planning and drive both awareness and response.
What I did: I paired celebrity-led creative with performance media in a sweepstakes built to do two jobs at once: build awareness around travel and drive measurable response into Affirm's funnel.
Results: 9.5M unique users reached, 154K link clicks at $1.22 CPC, +77% site visits, and 7,000 new users acquired in the first two weeks. Covered by AdWeek.