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 was Square Reader for Contactless & Chip. Cohorts using the product generated ~24× higher LTV and quickly grew to represent ~40% of the Canadian customer base.
What needed to change
Square needed to accelerate hardware and ecosystem adoption in the highly competitive Canadian payments market, specifically driving transition from magnetic stripe to contactless and chip reader hardware.
Strategy & Execution
Developed the launch plan for the Contactless and Chip Reader in Canada. Handled localization of positioning, pricing and hardware packaging. Managed PR outreach that secured features in national finance journals.