PayPal
At PayPal, I help translate major marketing campaigns, partnerships, and product launches into platform-native social content. Working closely with brand and agency partners, I develop organic storytelling that extends campaign narratives, drives engagement, and keeps PayPal’s social channels culturally relevant.
Brand Relaunch: PayPal Everywhere
In 2024, PayPal launched PayPal Everywhere, its largest US advertising campaign to date, starring Will Ferrell and centered around the launch and expanded capabilities of the PayPal Debit Mastercard. The campaign repositioned PayPal as an easy, safe, and rewarding way to shop both online and in stores, highlighting new features like tap-to-pay, stackable rewards, and cash-back initiatives.
As a part of the campaign rollout, PayPal executed a major social refresh by wiping its existing feed and relaunching the channel with the campaign teaser, hero spot, and supporting social-first content. Following the launch, my team developed organic social content designed to extend the campaign narrative and maintain engagement momentum, translating the brand’s new positioning into ongoing platform-native storytelling.
Campaign Support: The Great PayPal Checkout
In 2025, PayPal launched The Great PayPal Checkout, a Will Ferrell-led campaign promoting the flexibility of paying with PayPal at checkout and supported by the company’s largest sweepstakes ever, awarding up to $10M in prizes to shoppers using PayPal.
After the campaign’s launch assets debuted, my team developed organic social content designed to extend the campaign narrative and keep audiences engaged across PayPal’s channels. Content developed as part of the campaign contributed to 28M social impressions 1.3M engagements across PayPal’s social channels.
Platform Launch: Threads
Spearheaded PayPal’s launch on Threads, defining the brand’s voice and authoring 100% of early-stage content. In its first full month, the channel generated 500K impressions and 17K+ engagements. Within the first quarter of launch, it reached 1.13M impressions, 30.5K engagements, and 48,200 new followers, a 41% increase in follower growth.
I also strengthened brand visibility through strategic community engagement with high-profile partners, positioning PayPal within culturally relevant conversations on the emerging platform.
Selected Social Writing
Examples of platform-native content I authored for PayPal’s Threads presence:
Brand Voice Engagement - “You Deserve a Little Treat”
269K Impressions · 8K Engagements → View Thread
Trend-Driven Voice - “Your Savings Era”
93K Impressions · 5K Engagements → View Thread
Financial Wellness “Self Care”
35K Impressions · 2K Engagements → View Thread
Brand Partnership: Taco Bell
As part of PayPal’s partnership with Taco Bell, I concepted two of the three approved social creative directions, translating the collaboration into platform-native storytelling across Instagram, TikTok, and X. The campaign generated 727K impressions and 64K engagements, meeting performance benchmarks and reinforcing PayPal’s presence in a culturally relevant brand moment.
Brand Partnership: Ticketmaster / Live Nation
Concepted and developed social content supporting PayPal’s partnership with Live Nation and Ticketmaster, promoting ticket purchases for major music festivals including Bonnaroo, Lollapalooza, and BottleRock. The activation translated the partnership into a culturally relevant festival-season moment, which helped the brand borrow brand equity from their existing fans, while making the PayPal feed more dynamic and relevant for new audiences.
This partnership generated over 6M impressions and 154K engagements in 2025, with one concept I developed becoming the top-performing LiveNation/Ticketmaster post and one of PayPal’s top posts of H1.
Organic Social Strategy & Creative Leadership
In 2025, I contributed to the strategic evolution of PayPal’s organic social presence, developing culturally relevant, insight-led creative while overseeing in-house reporting to guide data-driven decision-making. The integrated approach resulted in 91.6M+ impressions and 2.26M+ engagements across platforms, setting new performance benchmarks for owned content.