I lead global teams to launch strategic data storytelling.
- Global Project Lead
- Content Strategist
- Editor
- Final Creative Approvals
Earn media pickup and organic visibility through original research that positions Square as an industry authority on small business trends.
I developed a global narrative strategy grounded in Square payment data, Cash App Card spend data, and first-party consumer survey insights, which gave the brand a unique, defensible point of view. I aligned global comms and marketing stakeholders and led designers in building a custom site and data visualizations that brought the insights to life.
The report launched as a key piece of thought leadership across the US, UK, CA, and AU. It offered business owners a new lens on how customer loyalty drives neighborhood-wide economic growth, executed Square’s brand message, and earned global media pickup.
Leading with first-party data
Square data revealed regular customers generate 6X more annual revenue for local business compared to one-time visitors, and nearly a third of regulars are shared between businesses in the same zip code. The report findings reinforce Square’s unique insight into consumer behavior and the loyalty patterns that drive business growth.
Localizing storytelling across markets
Each market launched with its own localized version of the report. A global narrative with market-specific data made insights highly actionable for local business owners and appealing to regional media.
Social distribution
Press
