Application — Growth
Selena Gomez's name leads the home title, yet the set pages I read carry one to three reviews each.
Who I am
- Former COO of Tabs. Built its creator program to 100M monthly social impressions, and the paid ad engine alongside it.
- Founded Mainstreet, a consumer home-services platform: a team of 70, $25M raised (Greylock, Khosla, YC, Tim Ferriss). It failed.
- Before that: Quintessential Ventures, an early seat at a high-growth startup, and entrepreneur-in-residence at Prehype.
- I'm moving into growth specifically. The creative and top-of-funnel work is what I want to be doing every day.
What I noticed
- Mauve Faves Lip Duo is priced at $29.00 with $43.00 struck through. That gap is the clearest reason to buy a set, and the one asset to build ads around.
- Mauve Faves Lip Duo carries 3 reviews at 4.7. Next to counts in the thousands elsewhere on the site, the set pages hold almost no proof for a buyer to read.
- Free standard shipping begins with a $50 order. That line is the natural target for a basket, so each ad should send a shopper toward a bundle or a second product.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, whether a creator sells Soft Pinch blush or a fragrance balm.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test, starting with the Faves sets.
- Creators: makeup-routine creators for Soft Pinch blush, fragrance-layering creators for the balms, and gifting creators for the Faves sets, each briefed on one hook.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, read against the $50 free-shipping basket.
- Event tracking I'd spec and work through with your team. That part isn't me. Review widgets load by JavaScript, so I'd check what tracking captures.
Month one
| Metric | Week 1 | Week 2 | Week 3 | Week 4 | Week 5 | Week 6 |
|---|---|---|---|---|---|---|
| Creators live | 0 | 2 | 4 | 6 | 8 | 10 |
| Creator videos / week | 0 | 14 | 28 | 42 | 56 | 70 |
| Landing pages live | 1 | 3 | 5 | 7 | 8 | 9 |
| New ads / week | 12 | 12 | 12–20 | 12–20 | 20 | 20 |
| Unique experiments | 2 | 3 | 4 | 5 | 6 | 6 |
Creators join two at a time, reaching ten live by week six. Each posts seven videos a week, so videos climb from 14 to 70. New ads and landing pages follow the creators, and experiments rise from two to six. Proposed.
Creator videos a week = creators live × videos per creator. Week 1: 0 × 7 = 0; Week 2: 2 × 7 = 14; Week 3: 4 × 7 = 28; Week 4: 6 × 7 = 42; Week 5: 8 × 7 = 56; Week 6: 10 × 7 = 70.
How I'd start
- Read the Soft Pinch blush and lip oil pages and write a claims sheet from the brand's own wording, so creator briefs stay inside it.
- Spec the event tracking with your team before any spend, so the first week of tests reads back to a real CAC.
I'd love to chat if this makes sense. Grab a time here.
Danilo