As the Product Marketing Manager for Square Loans, I led the first ever international launch of loans in both Australia and the U.K. Given the large difference in regulatory requirements across global markets, the product structure for launching in these markets required a strong local-first mindset. We applied that local-first mindset to our GTM strategy as well, knowing that we would need strong in-market research and a deep understanding of AU and UK business owners’ relationships and behaviors with money to lead the way.

I led the research, customer profile development, and GTM strategy in both markets, leading to two successfully local-first product launches. With bespoke messaging, creative, and product features, we developed a best in class local approach to product releases at Square, showcasing that a “copy and paste” approach to launching in an international market doesn’t cut it.