As the Global Head of Brand & Creative Strategy at Block, I lead the vision and execution of brand strategy across eight international markets, and 4 individual brands (Square, Cash App, Tidal, and Bitcoin). Most recently, I have led the global rebrands for both Cash App and Square — comprising of a top-to-bottom refresh of both brands’ positioning, messaging, creative expression, and visual identity. Partnering directly with the C-suite, I spearheaded what is poised to be Square’s largest go-to-market launch in its 16 year history; and the first successful brand strategy for Cash App.

Under my leadership, the brand strategy team has been empowered to push boundaries and develop breakthrough campaigns that fuse cultural relevance with business impact. Prior to this, I led digital and brand marketing initiatives that drove measurable growth, including a homepage redesign across nine markets that increased global adjusted revenue by $12M in a single year.

With a background in brand management at leading creative agencies like 72andSunny and MUH-TAY-ZIK | HOF-FER, I bring a unique blend of brand storytelling, strategic rigor, and creative taste to every project. My career began in the education space at Uncommon Schools, where I developed and implemented a family communications strategy that helped drive a 97% attendance rate at a middle school in Brooklyn’s Brownsville neighborhood. This early experience grounded in community connection, purpose, and equity continues to inform my creative approach and leadership style today.

I am a graduate of the University of Michigan and Square’s Marketing Leadership Development Program, and an active mentor through the East Bay College Fund. After 8 years in New York City, I recently moved back to my hometown, San Francisco, with my husband and two dear cats, Frankie and Luna. You’ll find me most often enjoying an evening at the movies – my favorite local spots are The Roxie, The Balboa, and The 4 Star.