Goldman Sachs – Apple Card & Marcus Content Engine
Context
Goldman Sachs was entering consumer banking with Marcus — a brand-new player in a crowded, low-trust market. With little awareness and virtually no SEO visibility, Marcus needed credibility fast. But the partnership began with an even higher-stakes ask: help CEO David Solomon pitch Goldman as the partner for Apple’s new credit card — on a one-weekend turnaround.
Phase 1: Apple Card Pitch (Weekend Sprint)
The approach
In 72 hours, developed the positioning and produced an anthem video featuring real people’s stories about money and trust.
Filmed and edited interviews in real time to humanize Goldman’s consumer-facing ambitions.
Delivered a compelling, culturally grounded narrative that helped Goldman secure the Apple Card partnership.
Results
Won the Apple Card business with Apple — a transformational deal for Goldman Sachs.
Established trust and credibility with Goldman’s senior leadership, unlocking a long-term partnership.
My role
Co-led the project with Richard Kirshenbaum. We created a SWAT team of 5 people who worked the entire 72 hours to get all assets done in time.
Phase 1
Phase 2: Building Marcus as a Consumer Brand
The approach
Became Goldman’s content partner, producing over 600 pieces of digital content over two years — from articles and infographics to short/long-form video.
Designed an ongoing SEO + storytelling system to elevate Marcus’ visibility and credibility in consumer finance.
Continued to support senior leadership with quick-turn projects and manifesto-style content.
Results
Moved Marcus from page 10+ to Page 1 of Google for key terms like “home loan.”
Built Marcus into a recognizable and trustworthy consumer finance brand.
Established a scalable content system that still underpins the brand today.
My role
Led all overarching projects with a small team to churn out the hundreds of assets… all while dealing with the most sophisticated legal and compliance department I will ever work with.
