Senior Manager, Narrative Intelligence

About this role

At Affirm, we exist for the moments that matter—giving people a clear, predictable way to pay over time, with no hidden fees, no surprises, and no tradeoffs on what matters most. About the Brand & Communications Team The Brand & Communications team crafts and shares Affirm’s story to build trust, elevate our brand, and drive business impact. The Brand Creative team leads conceptually bold, strategically grounded work across channels—from owned content to paid media.

The PR & Communications team handles internal and external messaging, ensuring our values show up in media, exec visibility, and employee storytelling. Together, we manage brand strategy, content, campaigns, media relations, and communications. We connect meaningfully with customers, partners, and the public while championing Affirm’s mission. About the Role We want more people to understand what makes Affirm different and choose us with confidence.

To make that happen, we need a rigorous understanding of our audiences and a clear, measurable view of whether our story is resonating. The Senior Manager, Narrative Intelligence will build the analytical intelligence function behind Affirm’s Brand & Communications strategy. You’ll connect original research, Affirm’s first-party data, brand and media measurement, behavioral signals, and external datasets to understand our audiences, identify what shapes their perceptions, and find where our story can connect more meaningfully.

You’ll turn a complex mix of data into a clear point of view that shapes Affirm’s narrative and the work we put into the world. Then you’ll close the loop: defining how we measure narrative performance, determining what is and isn’t working, and identifying what we should do differently as a result. The ambition is to make intelligence an operating system for the work—not a report that arrives after it—and set a new standard for how Brand & Communications uses data to make decisions What You’ll Do Build an evidence-based understanding of our priority audiences.

Lead research and analysis into who they are, what they value, how they behave, what they believe about Affirm and the category, and what could change those beliefs. Use segmentation, surveys, behavioral data, and other analytical approaches to identify the variables that matter most. Develop Affirm’s narrative measurement framework. Define the metrics, methodologies, and baselines we use to evaluate narrative performance across audiences, channels, and time horizons.