I lead editorial strategy end-to-end.
- Editorial Strategist
- Assignment Editor
- Writer
- Ghostwriter
Square needed to prove its products could help any restaurant owner run their business, from a quick-service cafe to a Michelin-starred restaurant.
I dove deep into the restaurant product, interviewed senior leaders and customers, and audited Square’s content as well as its competitors. Then I built and produced an editorial strategy that I evolved with performance data and new business priorities.
I earned restaurant operators’ trust and assisted sales by pairing the right piece of content at each stage of a customer’s buying journey. Content included a first-of-its-kind thought leadership series, industry data reports and trends articles, customer case studies and more.
Executive thought leadership
I ideated and produced "Digging In," a series authored by Square's Head of Food and Beverage Product and James Beard–nominated restaurant owner. I highlighted his peer perspective on timely topics, which built credibility into marketing campaigns and gave the communications team talking points for speaking and press events.
No. 1: The State of AI and Automation for QSRs and Where This Trend Is Headed
read on squareup.com → Food & BeverageNo. 2: From First Opening, the Restaurant Business Metrics You Should Track
read on squareup.com → Food & BeverageNo. 3: Rethinking the Restaurant Business Model to Boost Profitability
read on squareup.com →Trends and data stories
I produced Square's flagship data report, translating raw survey data into a forward-looking narrative on the restaurant industry. The asset drove high-quality leads, earned media attention, and organic search visibility on its own and in follow-up content.
Customer case studies
