Always-on Audience Editorial

Video Series Content

Square needed to squash the perception that its tools are only built for small businesses, and keep trust with restaurant operators while it created products for retail and beauty businesses. I was hired as the food and beverage editorial strategist to scale up content for entrepreneurs in the vertical. I produced several 0-1 content initiatives, including executive thought leadership and series. I assigned out stories and reported on evolving industry trends. I also made sure every new product announcement — Square Kiosk, Kitchen Display System, Offline Payments and many other feature updates went out with supporting editorial that bolstered the moment for the brand and helped improve brand perception.

Role(s): Editorial strategist, assignment editor, writer, ghostwriter, consultant on creative assets, publisher.

Square’s brand campaign targeted entrepreneurs across industries who were focused on scaling their business. The goal: show how Square can support any business tackling a major milestone and make the process seamless. My team produced “The Way Up,” an episodic video series hosted by Guy Raz to fuel the campaign. Episodes followed an iconic growing business and Square customer. In addition to video story edits and pre-production, I worked with an agency to create the site experience, write the web copy, and publish each episode on our content hub. I was also responsible for the series’ editorial strategy, which extended the life of the video interviews through various spin-off content pieces. The series has 257,272 views.

Project Role(s): Editorial strategist, editor, writer, video story editor, editorial project manager, site QA, publisher.

External Content Partnerships

Square needed to bring in more target readers to The Bottom Line. To reach a wider target audience, I produced several new content series with influential creators, entrepreneurs, experts, and journalists. Programs included both ghostwritten articles and external author-led columns. We cross-promoted the content on The Bottom Line and partners’ brand channels including Substack and social platforms. From creators like Salt Hank and Sofie Pavitt, to media brands and companies like Tilit NYC and Expedite, these programs associated Square with trusted industry partners and expanded the brands content reach.

Project Role(s): Content editor, point of contact, approver on custom web and asset design.

City Business Guides

Square launched a new brand message, “See you in the neighborhood,” but it had content gaps across cities sales and marketing were targeting. I focused on closing this gap by developing a series called “Around the Corner.” It’s packed with success stories from locally loved businesses. Ggiata in Los Angeles. PERC Coffee in Atlanta. I assigned out and produced data stories covering how local customer spending is evolving according to Square payment data, plus interpretations and tips from business owners. The series bolstered targeted messaging to prospect customers.

Project Role(s): Project lead, content strategist, assignment editor, occasional writer, consultant + approver on creative assets.

Global Data Report

I pioneered The Square Local Economy Report, a first-of-its-kind analysis of Square payment data, Cash App Card spend data, and consumer survey insights. Our findings revealed that regular customers generate 6x more annual revenue than one-time customers and their loyalty creates ripple effects of growth across entire neighborhoods. We used data storytelling to translate insights for business owners so they can grow by investing in their regulars. The report served as both a practical tool for our audience and a key piece of thought leadership for the Square team, boosting Square's authority on local economic trends.

Project Role(s): Global project lead, content strategist editor, consultant and approver on web exp. and creative.

Brand Content Strategy

At LaunchSquad, an award-winning PR and content agency, my team worked with several early stage startups and established brands to create custom content strategy programs. Every client had a unique story, position in the market, product, and customer: from a decades old venture capital firm in the middle of a brand refresh to a B2B blockchain startup that just raised a new round of funding. I developed several 0-1 owned content programs. This work included producing industry data reports, branded podcasts, customer case studies, thought leadership articles, newsletter programs, and more.

Role(s): Content strategist, interviewer, writer, editor, client point of contact, freelancer manager.

Print | California Magazine

California Magazine needed an Editorial Assistant who could manage multiple projects and uphold their reputation with sharp writing skills and a keen attention to detail. I handled subscriber communications, organized and edited print copy, wrote obits, and fact checked articles.

Role(s): Editorial assistant intern, fact-checker, writer.