Direct-to-fan engagement platform Passes has named Loren Piretra Chief Marketing & Creator Officer (CMO), adding to its leadership team as the company continues scaling its creator monetization services. 

Piretra brings experience from previous roles at Playboy, Twitch, the NFL, and Red Bull, most recently serving as Chief Marketing Officer at Fanfix.

Founded in 2022 by tech entrepreneur Lucy Guo, Passes has secured over $50 million in funding from investors, including BOND Capital, Abstract Ventures, and Craft Ventures. Notable individual investors include CAA founder Michael Ovitz, SKIMS founders Emma and Jens Grede, Paris Hilton, and Jake Paul. 

The platform provides creators with tools for live streaming, one-to-one messaging, exclusive podcasts, custom merchandise, and gated content distribution.

Strategic Focus on Creator Services 

According to What’s Trending, Piretra takes responsibility for the company's marketing initiatives and creator acquisition strategy in her new role. Her mandate includes developing programs to help creators expand their audiences, increase revenue generation, and build distinctive brand experiences. 

The appointment aligns with Passes' focus on providing monetization tools for creators seeking alternatives to traditional work structures.

"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," Lucy Guo, Passes' founder and CEO, said in a statement.

Piretra responded to her appointment: "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. 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."

The industry veteran attended the White House’s inaugural Creator Summit in 2024, sharing insights about the topics discussed, such as creator protection. 

“Policymakers and regulators now understand the true impact that creators have on the economy, and creators deserve the same labor protections and employment benefits that are standard in other industries,” she told Net Influencer.