boosting financial literacy—through athlete stories
Letters to My Younger Self
The Brief:
In 2016, JPMorgan Chase launched a partnership with Business Insider and The Players’ Tribune. The heart of the partnership was a bundle of The Players’ Tribune’s “Letter to My Younger Self” series written in first-person by professional athletes, focusing on their personal finance journey. The series—with pieces by Henrik Lundqvist, David Robinson, and Caroline Wozniacki—appeared on The Players’ Tribune, Business Insider and JPMorgan Chase’s owned channels. Each article was paired with practical, actionable personal finance articles that my team edited.
What I Did:
Led JPMorgan Chase’s brand content strategy, working directly with editorial leaders at The Players’ Tribune and Business Insider to develop the campaign and shepherd text and visual content to align with brand standards.
kneading dough
The Brief:
JPMorgan Chase partnered with LeBron James’ production company, Uninterrupted, to create “Kneading Dough,” a video-driven series in which athletes share insights on their personal finance journey. The series included interviews with LeBron, Serena Williams, Ben Simmons, and other athletes.
What I Did:
Provided editorial guidance for the first two seasons, including commissioning accompanying text-based narratives, actionable personal finance articles, as well as illustrations, mainly for content that appeared across JPMorgan Chase’s owned channels.
This Mama
The Brief:
In 2018, JPMorgan Chase launched “This Mama,” a campaign featuring Serena Williams, tied to her reentry to the US Open. I worked with the company’s sponsorships team to think through how the campaign was brought to life on our owned channels—mainly, through a text-based Q&A interview in which Serena shared insights on how she navigates motherhood, sports, and entrepreneurship.
