Lauren Weinberg (Square)
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On this episode of Marketing News Canada, Shelley McArthur Everett interviews Lauren Weinberg, the Chief Marketing Officer from Square.
Lauren is a goal-oriented worker with over 20 years of experience in digital media. She has built and managed high-performing teams of over 100 members. She is an expert in direct research and methodology. Some of her skills include; Brand Strategy, Media Planning, Content Creation, Social Media, and Consumer Segmentation.
Lauren’s career began in journalism as that is what she studied in post-secondary. She believes her knowledge of journalism has helped her in marketing because it has made her a better storyteller and she understands the significance better than some marketers.
The year before COVID struck was a very transformative year for Square. It was the year they had planned to launch their first global campaign. During the pandemic, the company took down a lot of advertisements that they felt were tone-death and lacked the empathy to the current global state as many small businesses were going bankrupt.
During the pandemic, the brand wanted to think of ways to help its consumers and clients get through these times. Lauren said, “ we had to consider, what were the products that we should be accelerating to market that will help consumers right now and what were other things we could do as a company and a brand to provide relief to our customers.”
The money set aside for their first global brand campaign was used in other ways and they reinvested it back into the business. This provided relief and assistance to their customers and clients. They waved a lot of fees from clients as a way to provide relief to them during the times they were struggling financially.
Lauren believes that the pandemic showed how strong businesses are. The fact that many were able to shift to being completely online in a matter of a few weeks shows how adaptable they are. She says these times also showed how caring consumers can be because many were also struggling financially due to job loss, but they were still making continuous efforts to support small businesses.
Lauren is educated in both marketing and journalism, this combination of skills makes her a strong Chief Marketing Officer for Square.
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