Application — Growth
Your hero says "NEW ALL DAY ACTIVE" and the catalogue backs it with leggings, bras, tees and socks. The ads should sell that whole range.
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
- The Fusion V-Contour Bind High-Rise Flared Legging - Marshmallow-White is 120.00 AUD with 8 variants: one clear silhouette, enough to carry one hook.
- The home meta description promises "Buy Now, Pay Later options available". For a 120.00 AUD legging that answers price friction; say it early in a creator video.
- Welcome offers appear at 10%, 15%, 20% and 25%, written as "25% Welcome Discount" among others. Four levels need one rule, or ads and landing pages will promise different things.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows, from 20.00 AUD socks to 110.00 AUD leggings.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test, so a flared legging hook stands alone.
- Creators: run-club regulars for the Run Club tee and run belts, women lifters for Fusion leggings and bras, streetwear dressers for oversized tees.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, split by welcome discount tier.
- Event tracking I'd spec and work through with your team. That part isn't me. Buy Now, Pay Later orders need clean tracking.
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 come on two a week, up to 10 live by week six. Each posts the same number of videos a week, so output climbs from 14 to 70 videos a week. New ads and landing pages follow the creators. 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
- Pull the best-selling legging and sports bra from your store data, then brief creators on one hook each.
- Write a claims sheet from your product pages: fabric lines, welcome discount tiers and free shipping, so creators say the same things.
I have not audited paid spend or internal conversion data; this review uses the public LSKD storefront.
I'd love to chat if this makes sense. Grab a time here.
Danilo