Leads global content strategy for Square, overseeing a team of content marketing strategists to execute integrated content programs and marketing campaigns across channels to increase awareness, consideration, and adoption of Square’s product ecosystem, and drive brand affinity and thought leadership. Oversees the Content & Web team roadmap, prioritizing/resourcing initiatives led by content marketing, web, SEO, social, and editorial functions to meet lead generation, MQL, SAL, and seller growth goals in collaboration with comms, integrated marketing, demand generation, product marketing, and creative.Directs the continued transformation of Square’s distributed market content operations into a global content center of excellence, leading the development of global content strategies, tactics, best practices, and governance across Square’s owned and organic channels.Partners with Marketing leadership, functional leads, and cross-functional stakeholders to stay ahead of trends and create best-in-class content experiences for prospective and existing sellers: Improving team operations/efficiency, growing measurement/reporting capabilities, launching new formats/media, identifying testing/experimentation opportunities.

Established a new content strategy function to work cross-functionally on integrated content initiatives and marketing campaigns, building a team of content marketing strategists to increase content performance for key audience segments and verticals across channels.Transformed Square’s content strategy to reach an upmarket audience, evolving content such as the Future of Commerce into broader content marketing platforms to power overall marketing strategy — leveraging branded podcasts, video series, first-party data, thought leadership, business education, social proof, etc. for messaging, media plans, lead generation, re-engagement, and other paid marketing programs.Helmed the development and launch of Square’s re-imagined content hub, The Bottom Line, leading a large cross-functional team of editorial, web, creative, engineering, and analytics partners, in addition to marketing leadership and technical stakeholders to increase content discovery, qualified traffic, and content engagement.Led the development of new content engagement and lead generation strategies and measurement, including new lead capture, email newsletter, and sales touchpoints, resulting in YoY growth in MQL and SAL.

Led editorial strategy for Square, growing an in-house editorial team to drive brand awareness and product growth using owned organic channels and strategic content marketing campaigns.Oversaw editorial production as the editor-in-chief for Square’s content hub, Town Square, leading a team of editors, external partners, and production resources to create original content and media, and grow a loyal audience of readers, listeners, and subscribers.Shepherded a center of excellence around editorial to move critical business metrics, partnering across the company to drive innovation and strategy — from new formats and channels, to working on partnerships with influencers, SMEs, other brands, and publications like The New York Times, Forbes, Eater, ZAGAT, etc. to fuel a best-in-class program.Drove multi-channel organic growth strategies and measurement for editorial content and media, leveraging SEO, earned media, lead generation, social, experiential, sales, product, and other content distribution channels and platforms (video, podcasts, email, etc.).

Led organic growth strategy for Square eCommerce to drive seller acquisition, activation, and monetization, as well as brand awareness and audience growth through organic and earned channels with a team that included web strategy, content marketing, and SEO functions.Managed content strategy on squareup.com for Square eCommerce products, partnering with product and marketing teams on global GTM strategies, lead generation, marketing automation, conversion funnel optimization, growth experimentation, and multivariate testing; worked cross-functionally with design, engineering, production, operations, and creative.Oversaw content production and editorial strategy with a team of in-house and freelance content creators focused on organic channel distribution, optimization, and ROI: Blog, social, email, SEO, content partnerships, and comms.Established and measured KPIs for organic growth at all stages of the funnel against product and business goals for Square eCommerce, and identified new growth opportunities for organic channels through data insights and reporting.

Weebly was acquired by Square in June 2018. As part of the family of products run by Square eCommerce, responsibilities as Organic Growth Marketing Lead included the above for weebly.com and Weebly organic channels.

Led content strategy for Twitter Business to drive acquisition, revenue, and audience growth with a content marketing team that included social, copywriting, design, and content functions.Oversaw content production and editorial strategy with a team of in-house and freelance content creators to implement an integrated content marketing strategy across paid and owned channels, including the redesign and launch of a new Twitter Business blog (2018 NewsCred Top 50 Award winner).Managed business.twitter.com, partnering with global business marketing, product marketing, sales, operations, engineering, IT, and data science teams on global GTM strategies, channel growth, SEO, marketing automation, and conversion funnel optimization.Established and measured KPIs for content strategy at all stages of the funnel, and identified new opportunities through data insights and reporting.

Created content for digital business marketing properties and campaigns in support of global strategic goals and priorities, integrating B2B cross-channel marketing, revenue generation, and lead acquisition.Managed content workstreams across global marketing, sales, and ads product: Facebook for Business, Instagram for Business, and Advertiser Help Center web pages, microsites, blog posts, case studies, internal comms, sales tools/resources, translation/localization.Managed email marketing campaign planning, design, coordination, execution, and reporting; launched new vertical newsletters and event marketing; and worked closely with IT to ensure data quality.Partnered with content strategy, design, editorial, SEO/SEM, and analytics leads to implement content optimization and testing workstreams; provided leadership, training, and guidance on CMS for business marketing.

Led the launch of SFAI’s new website and content strategy, addressing complex institutional priorities and requirements, and partnering with creative agency on brand identity system, web design, and backend development.Managed multi-channel digital and content marketing strategies to drive engagement, lead acquisition, and retention for ten departmental pipelines; ensured content and followed best practices, and brand and style guidelines.Created content and shareable assets to drive campaign performance, build brand awareness, leverage brand advocates, and maximize growth of social channels (Facebook, Twitter, Instagram, Vine, LinkedIn, YouTube, Vimeo), press coverage, cross-promotion, and user-generated content.Measured, analyzed, and reported content performance, campaign effectiveness, community engagement, and growth utilizing CRM.

Oversaw the launch of Marymount’s new website and content strategy, improving site information architecture, UI/UX, SEO, web copy, graphics, and multimedia; and assisted with executing the university’s new graphic identity.Managed digital strategies and content for brand positioning, advertising, and public relations including email newsletters, landing pages, microsites, and social media; ensured brand and messaging consistency across digital media.Provided oversight, advice, and training across the institution.

Managed the development, design, and creation of new SDSU websites, digital publications, and content, updating the university’s graphic identity, functionality, templates, landing pages, multimedia, email, and blogs.Designed and produced collateral and digital content for university development and donor stewardship, including the institution’s first-ever capital campaign.Wrote and edited copy for university communications, campaigns, and on behalf of the president: Fact sheets, brochures, white papers, prospectuses, direct mail, annual reports, written correspondence, public remarks, proposals/grants, articles, magazine features, newsletters, and online publications.Collaborated with university leadership, executive boards, staff, and subject matter experts to develop strategic messaging, and create public relations and marketing materials.Major donors ($25k+) and partners: AT&T, BAE Systems, Bosa Development Corporation, The Coca-Cola Company, General Atomics, Northrop Grumman, QUALCOMM Incorporated, Sharp HealthCare, Sempra Energy, and United Way.

Wrote and edited articles and features for print and online publications.Designed, created, and maintained campaign collateral, marketing materials, websites, and digital communications.Designed and edited proposals/grants for university-wide initiatives.Assisted with special events and public relations materials.