In 2021, First Republic set out to expand the reach of its community lending program and connect more meaningfully with Majority Minority Communities of Color (MMCC). Working closely with Marketing, we ran A/B tests, focus groups, and one-on-one interviews to understand how our message could better speak to the needs and motivations of low- and middle-income audiences. Those insights became the foundation for a new inclusive growth campaign launched across San Francisco and Los Angeles.

As Director of our creative team, I oversaw the production of every asset in this multi-channel effort — from refreshed print collateral and in-branch displays to new OOH placements, social content, video assets, and digital advertising. This meant coordinating across marketing, analytics, compliance, local market teams, and multiple creative contributors to ensure that every deliverable was cohesive, accurate, and aligned with the strategy.

This campaign is a strong example of my ability to lead complex, high-visibility initiatives with many stakeholders and moving parts — something I know would translate directly to the production needs at EarnIn. The results were significant: between 2022 and 2023, community lending sales grew by 30%, driven by a clearer message, more culturally attuned creative, and a well-coordinated production roadmap.