From Confidential Sprint to Scalable Content Platform

President/Partner, SWAT by Kirshenbaum. We were first brought in for a highly confidential, high-stakes initiative that Goldman Sachs’ global Agency of Record was not nimble or entrepreneurial enough to turn around on such short notice. This kind of complex, fast-moving assignment is exactly where SWAT—and I—excel. That two-part engagement led to a longer-term partnership, where I led strategy and content development for Marcus by Goldman Sachs, building a fully integrated digital ecosystem and in-house editorial team from the ground up.

Part One: High-Velocity Delivery for a Confidential Initiative

As President and Partner of SWAT by Kirshenbaum, I led our engagement with Goldman Sachs beginning with a ten-day sprint for a highly confidential product launch assignment. The objective was to bring their business strategy of a new venture to life through a clear, high-impact brand strategy and creative lens that could secure alignment across both the Goldman Sachs board and key external partners.

Our initial scope included brand storytelling, UX concepts, executive-facing sizzle video, and a launch strategy designed to differentiate the offer and build internal excitement. Just one week later, we were re-engaged for a second sprint, this time, 7-days to visualize the consumer journey, demonstrate app functionality, and present an integrated rollout campaign. The work was sharp, fast, and effective and ultimately led to a deeper relationship with the firm.

Part Two: Scaling Strategy and Content for Marcus

Following the success of the sprints, Goldman Sachs invited us to take on a broader assignment supporting Marcus, their first direct-to-consumer financial platform. Rather than pursue a typical lead agency brand relationship, I chose to lead a focused digital content engagement rooted in strategy, performance, and operational design. The part of their consumer digital business that would matter most.

Our overall assignment was to develop content for each of their products that will rank top 3 in google searches, across the board. My objective was to build a modern, scalable digital content ecosystem that could house editorial thought leadership, social storytelling, product explainers, and conversion-oriented messaging, all in alignment with Marcus brand standards but with a fresh creative production approach.

To achieve this, I proposed building out a newsroom-style team and architected and led a three-tier content strategy:

Tier 1: Editorial and Hero Content

Long-form articles, premium video, and high-level storytelling to shape perception, define tone, and elevate the Marcus voice.

Tier 2: Product-Centric Explainers

Medium-format video and visual content built to drive product clarity, reinforce trust, and increase engagement.

Tier 3: SEO and Conversion Micro-content

A high-volume editorial stream of short-form articles, static and animated infographics, and modular content designed to win search, drive traffic, and convert at the moment of interest.

This tiered system was directly informed by our scope of deliverables, which included:

12 live-action and animated videos with platform-specific cutdowns
6 long-form and 6 short-form articles monthly
Static and motion infographics
Landing page templates and digital hub UI design
A strategy-led creative foundation for ongoing internal production

To support long-term success, I helped build and train a newsroom-style in-house content team within Marcus. This structure enabled the brand to maintain voice, output, and agility without depending on external partners for daily execution.

Takeaway

The Marcus partnership exemplified what happens when a strategy-first approach meets creative execution without compromise. We delivered where larger agencies couldn’t, proving that speed and depth are not mutually exclusive. And by respecting every layer of the content stack, from polished hero assets to high-volume micro-content, we created a digital infrastructure that both performed and scaled.

This was part brand marketing and building an operational content engine that could fuel Marcus’ evolution into a trusted, modern consumer platform.

MARCUS by GOLDMAN SACHS