Origin
Built a community program from the ground up for a personal finance app — zero to 300+ brand advocates in six months.
- Launched Origin's community program from the ground up, building a strategic foundation that attracted 300+ active brand advocates within six months
- Designed and hosted 10+ community-led events, roundtables, and AMAs, driving a 35% increase in member engagement
- Introduced operational frameworks that scaled community efforts efficiently, resulting in a 40% increase in advocate-led contributions while preserving a high-touch, personal experience
- Led cross-functional community strategy sessions with marketing, CX, and product stakeholders, aligning on goals that directly influenced roadmap decisions and campaign messaging
- Grew community presence across Slack, LinkedIn, and Reddit, leading to a 3x increase in peer referrals and organic reach
I built Origin's community advocacy program from the ground up — transforming engaged users into brand champions who help others navigate their financial journeys.
- Designed a clear path for members to become advocates, from recognition to direct involvement in product feedback and content creation
- Created recognition systems to keep advocates active and visible
- Learned how to balance authenticity with structure — ensuring advocacy remained organic, not forced
I revitalized Origin's Reddit presence to turn it into a true peer-to-peer learning space for financial education, transparency, and community-led discussion.
- Built a consistent engagement strategy centered on education, humor, and relatability
- Partnered with internal experts to host AMAs
- Created feedback threads and lightweight surveys to capture suggestions directly from Reddit discussions
- Partnered with product and engineering teams to surface real member insights, gather feedback on new features, and ensure members felt heard
- Learned how to grow authentic trust within Reddit's unique culture while keeping brand tone human
I led community-driven beta programs to gather early feedback and refine upcoming product launches. These programs gave members a direct voice in product ideation and improvement.
- Facilitated and launched 4 beta programs across key product features
- Created structured feedback loops and weekly touchpoints to ensure actionable insights reached the product and engineering teams
- Designed a simple application and onboarding process for testers to make participation seamless
- Learned how to bridge product and community goals through transparent communication
To highlight how real members use Origin to manage their financial lives, I created the How I Use Origin content series. Each spotlight featured authentic stories, showing how our members use Origin to make their financial journey more successful.
- I conducted interviews with Origin members to uncover their most valuable features, financial milestones, and "aha" moments
- Each story was turned into a written spotlight, emphasizing relatability over jargon
- Collaborated with design and marketing to integrate these stories into newsletters, LinkedIn, and the app experience to drive engagement
- Learned the power of authentic storytelling in driving product trust and community growth