Global Data Report
Goal: Establish Square as a thought leader on local economic trends by producing a first-of-its-kind report grounding the brand's "See you in the neighborhood" message in original data.
Approach: As global project lead, I spearheaded The Square Local Economy Report, leading a collaboration across marketing and communications teams in the US, UK, AU and CA. I guided the collection and synthesis of Square payment data, Cash App Card spend data, and original consumer survey insights into a cohesive narrative.
A standout feature of the report was a series of localized network map analyses, visualizing how businesses within the same ZIP code are connected through shared regular customers — revealing, for example, that each additional network connection correlates with $1,100–$2,201 in added annual revenue depending on the city. I directed the data storytelling strategy to make those findings actionable for business owners, while aligning teams on the visual identity and web experience to reflect the report's flagship positioning.
Outcome: The report launched as a key piece of thought leadership, offering business owners a new lens on how customer loyalty drives neighborhood-wide economic growth and cementing Square's authority on the local economy conversation.
