Loren Piretra Joins Passes as the New Chief Marketing Officer

Jon Stojan

Los Angeles-based direct-to-fan platform Passes has announced the appointment of industry veteran Loren Piretra as its new Chief Marketing & Creator Officer. With over 15 years of experience shaping business strategies for creators, Piretra joins Passes after serving as CMO at Fanfix, along with leadership roles at Playboy, Twitch, the NFL, and Red Bull.

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(Photo credit: Tien Nguyen)

“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 Chief Executive Officer. “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.”

In her new role, Piretra will leverage her experience in creator-centric strategies to oversee the brand’s marketing and creator teams. “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,” said Piretra.

Founded in 2022 by tech entrepreneur Lucy Guo, Passes has quickly risen as a leader in direct-to-fan engagement and monetization. The platform offers a range of in-app experiences—including live streams, exclusive podcasts, one-to-one messaging, custom merchandise, and unlocked content—all designed to help creators connect with their audiences and generate sustainable revenue. With over $50 million in funding from investors such as BOND Capital, Abstract Ventures, and Craft Ventures, Passes is poised for rapid expansion.

Piretra’s proven track record in the creator economy, driving strategies to amplify fandom, boost creator acquisition, increase revenue, and execute unique brand experiences, positions her perfectly to lead Passes’ marketing efforts.

With Loren Piretra at the helm of its marketing strategy, Passes is preparing to launch innovative new features that will bring creators and fans even closer together. Stay tuned as the platform continues to redefine the future of creator engagement.