#766: Square CMO Lindsey Irvine on connecting with customers through community-driven storytelling

The Agile Brand with Greg Kihlström®: Expert Mode Marketing Technology, AI, & CX

As we’re increasingly inundated with AI-generated content and algorithm-driven ads, what’s more powerful: yet another new technology, or the authentic voice of the small business owner on the corner?

Agility requires not just reacting to market shifts, but deeply understanding the very fabric of the communities you serve and having the conviction to amplify their voices over your own. It’s about finding strength not in shouting louder, but in listening closer.

Today, we're going to talk about how a brand can cut through an increasingly crowded market by turning its most loyal customers into its most powerful advocates. We'll explore the strategy of reasserting brand relevance through authentic, community-driven storytelling, and what it takes to execute this when competitors are focused on features and scale.
To help me discuss this topic, I'd like to welcome Lindsey Irvine, Chief Marketing Officer at Square.
About Lindsey Irvine

Lindsey Irvine is the Chief Marketing Officer (CMO) at Square, the technology company that makes commerce and financial services easy and accessible. With nearly two decades of experience in marketing, strategy, and leadership across both large enterprises and fast-growing startups, Irvine is responsible for overseeing Square’s global marketing efforts, driving brand awareness, customer engagement, and market growth around the world, all in service of the company's mission to empower businesses and entrepreneurs worldwide.
Before joining Square, Irvine was CMO at Benchling, pioneer of the R&D Cloud powering the biotechnology industry. Prior to that, she spent nearly a decade at Salesforce, where she held several leadership roles, including global CMO for MuleSoft, and played a key part in developing go-to-market strategies across IoT, industry verticals, and cloud solutions. She is credited with driving high-impact global marketing strategies and helping position Salesforce as a leader in the enterprise software space.
Lindsey Irvine on LinkedIn: https://www.linkedin.com/in/lindseyirvine/
Resources
Square: https://squareup.com/us/en
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