Brand and performance as one engine
Brand and performance work best as one unified system. Brand builds future demand, and acts as a growth lever, and I build the measurement and the full funnel campaigns that make that investment defensible.
The brand measurement framework (Affirm)
Context: Affirm was a performance-first culture. Brand needed a business case finance could actually trust, not a plea to take it on faith.
What I did: I built the measurement framework that connected brand investment to the acquisition metrics leadership already understood, laddering from belief inputs and readiness signals through to acquisition and app downloads. I brought Brand, Performance, Product, and Analytics into one shared model.
Results: A shared benchmark set that gave brand spend a defensible business case and kept it funded in a performance-first environment.
0% Days to The Big Nothing(Affirm)
Context: 0% Days launched in October, 2025 as an offer moment built around a real 0% value proposition with no gimmicks. It worked, driving $6.9M incremental GMV and 5.7K incremental transactions, with a 3.5-point lift in likelihood to use Affirm against a 0.5-point benchmark. But an offer is a spike. The opportunity was to turn it into something people could recognize and return to.
What I did: For the second iteration, I led the rebrand of the event around a sharper idea, that the biggest decisions in our lives rarely start with a product. They start with a need, a goal, or sometimes nothing at all. That became The Big Nothing, Affirm's first company-wide sale event, and it reframed 0% APR from a product feature into a cultural moment people could rally around. My team brought it to life through a Gen Z–focused social series, Unfurnished Business, that explored what people choose to fill that empty space with, and scaled the platform across paid, owned, social, and partner channels.
Results: The Big Nothing drove a 44% year-over-year increase in interest-free financing and accounted for 13% of total GMV in a single week. The mockumentary social series reached 19.4M unique users and 85.1M impressions, with product-forward creative delivering 2x higher CTR.
Back to School (Affirm)
Context: A multi-merchant seasonal moment where Affirm needed to exceed GMV goals across partners, not just run a campaign.
What I did: I led the brand, paid, content and creative strategy across Meta and Google, combining multi-merchant and single-merchant creative in one system with custom conversion optimization, and scaled a video-led creative approach.
Results: $5.2M campaign GMV and 51.6K transactions, with $2.2M incremental GMV on Meta. Video creative drove 78% of transactions at a stronger conversion rate.
Also led: Holiday integrated campaign across paid, influencer, and editorial, delivering +10pt awareness and +6pt lift in likelihood to use Affirm.