StackwellWhen I joined Stackwell, we were launching an investment app targeting a younger, diverse audience but facing flat engagement. Traditional finance marketing wasn't resonating with our target users, and we needed a strategy that would build cultural relevance and break through in a crowded market. The NBA partnerships were already in place, but we hadn't yet activated them in a way that would meaningfully connect with prospective users.
I led a cross-functional team to bring these partnerships to life through integrated campaign execution. We produced co-branded social videos and campaigns that aligned the Stackwell brand with the energy and cultural cache of the NBA. Beyond digital content, we hosted prospective users and enterprise clients at NBA games, creating memorable in-person experiences. Critically, I ensured that every touchpoint—whether social content, event activation, or game-day experience—included seamless app sign-up integrations to drive conversion.
Over six months, we grew our LinkedIn followers from 5,000 to 9,000—an 80% increase—and our NBA co-branded content generated 2.3 million impressions across platforms. While user conversion remained a challenge, the campaign successfully elevated brand awareness and positioned Stackwell as a culturally relevant player in the fintech space, building the foundation for future growth with our target demographic.
