INDUSTRY:
Fintech
ROLE:
Director, Brand Strategy
YEARS:
2021 - 2022
about.
Robinhood had become a cultural flashpoint during the retail investing boom, defined by meme stocks and hyper-growth. I joined as the company prepared to go public after a major trust crisis, tasked with rebuilding the brand. We evolved “Democratize Finance for All” from a mission statement into a brand system that could inspire the next 10 million investors.
challenge.
Robinhood was well known but narrowly understood, seen as a place for speculation rather than long-term growth. We needed to broaden relevance without losing our core. I partnered across research, design, and product to map new audiences, uncover barriers to entry, and build a messaging framework that tied every campaign back to one central promise: anyone can be somebody.
results.
We launched campaigns that connected brand storytelling to real product benefits. IPO Day celebrated real customers and their communities, Crypto relaunched with a record-breaking campaign featuring Bia, and our first Back-to-School push lifted creative performance by 30 percent. Collectively, this work helped move NPS from negative to positive double digits and positioned Robinhood as a platform people could trust.
testimonial.
Yesss!!! Let's break some barriers!!! Love @robinhoodapp for this!
@nefaratiofficial
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