“Our platform has evolved so much, it's so much more than just a payment technology. It really is like a software and hardware solution that helps businesses run their entire platform.”
— Lauren Weinberg
If you’re a business owner, you’ve probably heard of Square, a technology company helping millions of brands to accept payments, build customer relationships, and grow their business in-store and online. There are many reasons for Square’s success, and one of them is their excellent marketing. To learn more about her role and how she got there, we sat down with Lauren Weinberg, Global Head of Marketing & Communications at Square.
Lauren is a proficient and goal-oriented professional with over twenty years of experience in marketing and digital media. She was named one of Brand Innovators' Top 100 Women in Marketing for 2022 and is the bestselling author of her new book, Self-Made Boss.
Lauren is also a Board Member of Emory University and the Mobile Marketing Association. Before Square, she was the VP of Strategic Media Planning and Consumer Insights at Yahoo, VP of Digital Research and Insights at MTV Networks, and Director of Research at Advertising.com.
Learn more about Lauren and Square's mission by checking out the key takeaways of this episode or the transcript below.
- Embracing Technology - Despite the advancements in modern technology, some companies still rely on traditional pen-and-paper methods for their operations. Lauren is dedicated to helping businesses of all sizes become more agile and adapt to the changing market. Her primary focus is to assist these businesses in leveraging Square's platform to automate their operations, diversify their revenue streams, and stay ahead of the competition.
- Leveraging Emotional Storytelling - Square utilizes organic channels to showcase different communities through storytelling. One of their notable series is "Black Owned," which spotlights black-owned businesses and their contributions to the community. Additionally, they have featured various cities such as Austin, highlighting its LGBTQ business owners, and Denver, showcasing Latinx business owners. When it comes to its paid campaigns and digital channels, Square prioritizes streaming, podcasts, and social media channels like TikTok.
- The Complete Guidebook for Small Business Owners - With the rise of entrepreneurship, Lauren and Jackie Reses recognized the need to provide assistance to new small business owners. Drawing on their experience as a former Square executive and conversations with numerous successful entrepreneurs, they have distilled valuable insights and best practices into their new book, Self-Made Boss. The book aims to guide small business owners on how to build and grow their companies effectively.
