Building a content hub for Square’s Built for Beauty campaign
Overview
Built for Beauty was a co-marketing campaign featuring celebrity stylist and entrepreneur Chris Appleton, alongside Square beauty ambassadors Sofie Pavitt and Nikki Ally Rae. The goal was to strengthen Square’s relevance with higher-GPV, upmarket beauty businesses, a growing segment where Square wanted to increase market share.
My Role
I led the editorial strategy for the campaign, shaping how content could support broader marketing goals and advocating for The Bottom Line to serve as the central destination for the campaign experience.
Strategy and Execution
I built an editorial plan that combined cultural relevance with practical business value. The campaign included gated masterclass-style videos with Chris Appleton, companion content with Square beauty ambassadors on topics such as scaling and client retention, and a data-driven industry report based on a national survey of beauty consumers.
I worked closely with cross-functional marketing partners to connect these pieces into a cohesive content journey and show how editorial could support both brand perception and lead generation, rather than operating as a standalone awareness channel.
Results
Drove a steady pipeline of qualified leads and traffic to The Bottom Line through amplification across social, press, webinars, and live events.
Helped strengthen Square’s positioning with higher-volume beauty businesses.
The campaign was later localized for the U.K. and Australia.
Became an important internal proof point for using The Bottom Line as the content hub for integrated marketing campaigns.
