Turning changing priorities into a daily plan.

Square’s Strategic Account Managers each carried a book worth tens of billions in annual GPV, and they ran it out of Google Sheets. When leadership set a new priority, like reaching every seller still on an older subscription, the data team built a one-off spreadsheet and hoped it found its way into someone’s week. Nobody could tell if it did. Meanwhile AMs were stitching together account context from four different tools and reaching out after something went wrong instead of before.

I designed Smart Hub as a signal system, not a dashboard. Working with ML and data science, I defined what counted as a signal, what made one worth interrupting someone’s day, and how it showed up the moment an AM opened an account. We launched with 17, split between model-driven predictions and near real-time events. The taxonomy was the real product: a new leadership priority became one new signal instead of a hundred new spreadsheets, and AMs finally got account context in the place they already worked. It replaced Sheets as the primary tool for managing the book, then expanded to a second org and doubled its user base.