MoneyLion + 23XI Racing

In a sport where speed is everything, MoneyLion moved fast to make its mark, teaming up with Michael Jordan’s 23XI NASCAR team to supercharge brand recognition and deepen audience engagement. This high-octane partnership put Bubba Wallace, Tyler Reddick, Kurt Busch, and Ty Gibbs in the spotlight while seamlessly integrating MoneyLion into the NASCAR world through content, campaigns, and on-track activations.

I took the wheel on executing and optimizing every aspect of this partnership—from producing high-impact social assets and managing the campaign landing page to spearheading audience engagement initiatives designed to drive measurable brand growth. Activations, giveaways, live-event content capture—you name it, I made it happen.

This wasn’t just about slapping a logo on a car. I helped create a content ecosystem that brought fans closer to the action—designing custom paint schemes, fire suits, and driver-focused storytelling that amplified team dynamics. One of the biggest highlights? A custom shoe giveaway that combined 3D paint scheme reveals, marketing collateral, and live engagement to captivate fans. I also led major campaigns like the Darlington throwback paint scheme rollout, producing content that paid tribute to NASCAR legend Tim Richmond and connected generations of fans.

Client:  MoneyLion

Year: 2022-2024

Role: Program Director

Agency: Malka Media