(Fintech GTM) 42% Above Goal, 6.9M Reach

At a glance

Principal, Go-to-Market Marketing · Fintech · DRTV, creator campaigns, product launch · Dec 2025 to [end date]

Overview

I joined Chime’s Growth organization to lead launch initiatives, activation programs, and the marketing infrastructure behind them. The work sat where creative, performance, and compliance meet, in an environment where every claim has to earn its approval.

Strategic Leadership & Execution

• DRTV Creative Strategy: Built the 2026 DRTV creative strategy, finding high-resonance member stories and closing direct response gaps. Made the compliance and partner case for approvals, and co-led the move to in-house production, saving $100K+ per spot.
• Testimonial GTM Infrastructure: Created launch workflows, update frameworks, and compliance review processes for the DRTV testimonial portfolio to reduce launch risk.
• Creator-Led Tax Season Livestream: Launched Chime’s first creator-led livestream across 8+ channels, beating concurrent viewer goals by 42% and creating a repeatable content engine.
• Chime Invest GTM Strategy: Developed the 0→1 go-to-market strategy for Chime Invest, built on one insight: the barrier to investing is confidence, not tools. Designed a phased, learning-led rollout with clear gates, plus conversion, habit, and ecosystem engines, with compliance built into every phase. Chime Invest launched publicly in July 2026.

Quantifiable Impact 42% above the concurrent viewer goal. About 6.9M combined follower reach. $100K+ saved per DRTV spot.

Closing: In fintech, trust is the product. My work at Chime focused on moving fast without ever trading away that trust.

Visuals: public assets only, no internal decks. Aired DRTV stills, livestream or creator post screenshots, and one or two simple slides you build yourself (such as your rollout phasing), with no internal data. Keep the priority product unnamed, as your resume does.