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 content 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: 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.

Bobby Berk × Target (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: 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).

“Trip Yips” in partnership with Expedia(Affirm)

Context: Affirm and Expedia launched a first-of-its-kind partnership to tackle one of travel's biggest pain points: the moment of hesitation right before hitting "book now," when excitement gives way to doubt about the timing and the cost. The job was to turn that hesitation into confidence to book.

What I did: I owned the campaign from insight to brief to strategic direction through execution, working with Expedia's EStudio. We named the moment of doubt the "Trip Yips," a feeling almost everyone recognizes, and built the campaign around surfacing it, showing how flexible payment turns "maybe later" into "I'm going." It ran across streaming, social, and travel platforms to meet people right at the point of decision.

Results: 228M impressions, $39M incremental GMV at an 18x ROAS, and a +8pt lift in consideration for Affirm.