Square / Block
Canada Product Marketing Lead at Block, Inc. (Square), a public B2B & B2C financial services and technology company. Led a PMM team of 4, owning pricing, packaging, and positioning for the Canadian market in partnership with global product management. Most significant launch: Square Reader for Contactless & Chip — the most significant hardware launch in Canada since Square's market entry in 2012. Cohorts using the product generated ~24× higher LTV and quickly grew to represent ~40% of the Canadian customer base.
What needed to change
Canada was a strategically important market for Square, and payments hardware was the entry point for everything else — the merchant relationship, the software adoption, the ecosystem. Magnetic stripe was already losing ground to contactless and chip in Canada faster than in the US, and Square didn't yet have a reader that could handle it. The Canadian payments ecosystem also runs on Interac debit, which doesn't exist in the US, so this wasn't a product port — it was a new build that required new infrastructure and near-total cross-functional coordination to launch.
Strategy & Execution
I built the internal business case that got the Contactless and Chip Reader greenlit for Canada. The complexity of adding Interac debit rails meant that almost every team at Square needed to move together — pricing, fulfillment, localization, sales enablement, and marketing — which made this a bigger coordination challenge than most hardware launches. I owned the go-to-market from the marketing side: positioning and packaging localized for the Canadian market, hardware packaging, asset creation, digital marketing, and PR. The launch was Square's most significant in Canada since market entry in 2012. Cohorts using the reader generated ~24× higher LTV than non-adopters and quickly grew to ~40% of the Canadian customer base. Beyond the reader, I delivered go-to-market execution across several other launches during my tenure — Square Appointments POS, a new ecommerce transactional email channel, and identity verification improvements that drove a 4% increase in new seller activation.