Scaling Square’s content globally
Overview
Square’s content publications, The Bottom Line and Town Square, support audiences across the U.S., U.K., Canada, Australia, France, Ireland, Spain, and Japan. But limited resources outside the U.S. made it difficult for international teams to produce content at the same scale and quality, resulting in uneven processes and content experiences across markets.
My Role
I led the effort to centralize Square’s global content strategy and production, bringing together regional content managers, editors, and agency partners to align on planning, editorial quality, workflows, and publishing.
Strategy and Execution
To increase local production capacity, we expanded our partnership with our content agency to support international markets with local writers and editors. I oversaw new CMS workflows and helped establish training and review processes so contributors could work within Square’s voice, style, and editorial standards while still creating content that felt relevant to local audiences.
Beyond production, I worked directly with international content managers and marketing leads to understand each market’s goals and content gaps. I advised teams on when to create original local content, adapt successful work from other markets, or reframe existing content for a new audience.
I also helped teams think more holistically about content planning — from the role each piece played in the customer journey to how success should be measured — while creating more opportunities to share ideas and effective approaches across markets.
Results
Created shared content workflows and editorial standards across Square’s international markets.
Increased global production capacity while maintaining stronger consistency in quality, voice, and publishing.
Published a record volume of new and updated international content in 2025.
Brought previously separate regional teams into a more coordinated global content operation, making it easier to share successful ideas and focus resources on the work most relevant to each market.
