• Spearheaded a comprehensive GTM strategy that drove over 21,000 user acquisitions while securing $33M in funding. Developed robust marketing foundations focused on attribution, efficiency, and scalability. • Implemented a multi-channel approach, including programmatic SEO strategies generating 10,000+ daily impressions shortly after launch. Optimized performance ad channels, reducing CPA by over 50%, and laid the groundwork for affiliate and partner programs to accelerate growth.

• Pioneered Square's first global Lead Gen team, increasing segment revenue by 65% globally, while increasing MQL | SAL growth by 30% | 45% YOY. Oversaw a team of 12 across AMER, APAC, and AMEA, establishing growth strategies and driving annual segment spend to +$4M. Fostered strong relationships with Sales and Partnerships to optimize conversions across diverse markets.• Spearheaded cross-functional optimizations including multitouch attribution and a zero-loss lead strategy. These initiatives optimized performance tracking, improved lead quality, and implemented a tiered, segmented approach, driving significant business growth across markets.

• Supported email marketing strategies across US, CA, MX, and JP markets, leading 30 campaigns and 100 emails while leveraging A/B testing for new user acquisition.

• Served as a key strategic resource for 180 field reps, developing comprehensive online and offline marketing assets while supporting the lead database and lifecycle marketing strategies.