Reporting to the business headquarters in San Francisco, I was hired at Square as the Platform Lead for Europe, where I was responsible for the GTM (Go-To-Market) planning for the Developer Platform, the CNP (Card Not Present) side of the platform, Terminal API, and Square Online Store. My primary role was to drive greater adoption of the developer platform by enhancing product features and expanding integrations, which were key metrics of success. This also involved contributing to the development of the Developer Marketplace, designed to encourage independent developers to create new business apps and monetise them through the Square Marketplace.

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Additionally, I played a central role in the UK CNP re-pricing initiative, which aimed to align Square’s online transaction pricing with that of other PSP competitors. This required close collaboration with FP&A, Legal, Treasury, and Compliance teams to ensure accurate pricing models and to coordinate GTM activities across the business before launch.

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I also took ownership of product compliance, ensuring that merchants using Square's platform in the UK met their regulatory obligations. This included implementing SCA (Strong Customer Authentication) features like 3DS as part of the Square-powered checkout process. I created and led the GTM communication plan for all 9,000 businesses on the platform in the UK market.

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OUTCOME Beyond the scope of my initial responsibilities, I led the initiative to coordinate efforts across all six international markets outside Square's home market in the US. I developed a clear roadmap prioritisation plan using the RICE framework, which was presented at product planning activities at HQ in San Francisco. This ensured that localisation needs for international markets were met, helping the business better address markets outside the US. As part of my European-facing work, I also cultivated relationships with incubators, accelerators, and developer conference organizers to increase Square's presence within these verticals.