Passes, a leading platform for direct-to-fan engagement and monetization, has named Loren Piretra as its new Chief Marketing & Creator Officer (CMO). Piretra, a seasoned professional in the creator economy, is set to bring her extensive experience in boosting creator acquisition, driving revenue, and enhancing creator and fan engagement to the company.
Passes, founded by tech entrepreneur Lucy Guo in 2022, provides a platform that enables creators to connect with their audiences in unique and meaningful ways. The appointment of Piretra underscores the company’s commitment to scaling its platform and positioning itself as a major player in the growing creator economy.
“Loren is a pioneer in the creator economy, and her experience in propelling creators to center stage will be a huge asset as we continue to scale the platform and brand,” said Lucy Guo, Passes’ founder and CEO. “Creators have changed the media and entertainment industries in profound ways, and Loren’s experience in mobilizing creators and driving fandom will be invaluable to our long-term growth plans.”
As CMO, Piretra will be responsible for driving the company’s marketing efforts and shaping strategies to increase creator acquisition and engagement. She will also focus on helping creators grow their fanbases, generate revenue, and create more meaningful and unique brand experiences.
A Proven Track Record in the Creator Economy
Piretra’s appointment comes at a time when the creator economy is expanding rapidly, with creators at the forefront of the media and entertainment industries. Over the years, Piretra has worked in key leadership roles at renowned global brands such as Playboy, Twitch, the NFL, and Red Bull. Most recently, she served as the Chief Marketing Officer at Fanfix, where she spearheaded initiatives to bring creators to the forefront of marketing strategies, helping brands increase their engagement and drive significant revenue growth.
“I applaud the talented team at Passes for building a best-in-class product that’s disrupting multiple industries, and I look forward to driving continued growth of the brand,” Piretra said in a statement. “By providing creators with the tools they need to turn their entrepreneurial dreams into reality, we are changing people’s lives and fostering creativity that exists outside the normal 9-to-5.”
Piretra’s experience aligns well with Passes’ mission to empower creators by offering innovative solutions to connect with their fans, foster loyalty, and create new revenue streams. Her understanding of the dynamics of the creator economy will help shape Passes’ strategy as it continues to scale its platform.
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Passes: A Game Changer for Creator-Fan Engagement
Since its launch, Passes has gained recognition as a premier platform that connects creators with their fans through personalized and interactive experiences. With features like live streams, one-to-one messaging, exclusive podcasts, custom merchandise, and unlocked content, Passes offers creators a suite of tools to enhance their relationships with their audiences. By providing a direct path to fan engagement and monetization, Passes is creating a more sustainable ecosystem for creators, allowing them to turn their passions into businesses and live outside traditional work structures.
The platform has already raised more than $50 million in funding from high-profile investors, including BOND Capital, Abstract Ventures, Craft Ventures, and notable figures like Michael Ovitz (founder of CAA), Emma and Jens Grede (founders of SKIMS), Paris Hilton, and Jake Paul.
Passes’ focus on personalized fan experiences and creator monetization is part of a broader trend of platforms enabling creators to own their content and build sustainable careers independent of traditional media structures.
Expanding the Vision for Creator-Focused Innovation
The addition of Piretra to the Passes team is expected to accelerate the company’s efforts to redefine how creators connect with their audiences. With a robust background in digital marketing and a deep understanding of the creator economy, Piretra is uniquely positioned to lead Passes’ marketing and creator acquisition efforts, as well as further develop the platform’s ability to cater to creators’ diverse needs.
Passes’ growing influence in the creator space reflects a larger shift in the way brands and creators interact. While traditional media has relied on broadcasters and major studios, the creator economy has put individuals at the center of entertainment. Passes is tapping into this trend by offering a platform that supports creators at every stage of their journey, from content creation to monetization.
In recent years, there has been an increasing focus on creator-driven platforms that give individuals the freedom to build their brand and monetize their content in new and creative ways. With its user-centric features and innovative approach, Passes is positioned to become a leader in the creator economy, offering creators the tools they need to thrive in a digital-first world.
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Looking Ahead: A Bright Future for Passes
As the creator economy continues to evolve, companies like Passes are playing a pivotal role in shaping the future of digital entertainment. With the leadership of Loren Piretra, Passes is poised to take its platform to new heights, driving innovation in the creator space and helping creators unlock new opportunities for growth.
For more information about Passes and its creator-focused platform, visit passes.com.
