In a social media landscape flooded with financial misinformation, SoFi set out to become a trusted voice for financial education. To launch its first YouTube podcast, the brand partnered with Vivian Tu (aka @yourrichbff), the former Wall Street trader turned financial influencer powerhouse. Together, we created Richer Lives—a show that pulls back the curtain on the money moves, lessons, and strategies behind the success of pop culture’s biggest stars. For two years, I helped pitch guests, shape storylines, and produce one of SoFi’s most engaging content franchises—driving subscriber growth across social channels and increasing app downloads.

SOCIAL CUTDOWNS

To expand audience reach, I crafted short-form content for Instagram, TikTok, and YouTube Shorts, transforming standout moments into highly shareable clips. The strategy produced multiple viral posts and helped funnel viewers to the full episodes on YouTube.

AD READS

We created ad reads that mimicked Vivian’s own style of social content. These social first ads drove to SoFi products topical to the episode.

THUMBNAILS AND EMAIL

I built a visual brand book for Richer Lives across thumbnails and web assets.