Application — Growth
Sweaters lead your home page, but the "Merino Mark certified" proof sits down in product copy. That asset can do more work up front.
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 Merino Tee, 1297.00 BRL, carries a line in its description: "Merino Mark certified: Ensures the use of premium, 100% pure merino wool." That proof could open the ad.
- A "Friends & Family: 25% Off" event runs on the site. "Cashmere Cocoon Cardigan, Oatmeal, $445" is a natural first test: one product, one offer.
- One page shows "5 out of 5 stars 2 total reviews". A perfect score on a tiny sample; creator videos would add real use.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, from the Flynn Cashmere V-Neck to a candle.
- Week to week: launching a bunch of different experiments, losers killed early. Sweaters, merino basics and shearling clogs each get a hook library.
- Creators who fit: women living in cashmere knits and merino basics, plus home stylists showing a Sonoma Throw in a real room.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, split by knitwear and home.
- Event tracking I'd spec and work through with your team. That part isn't me. Clean CAC depends on it.
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 seven videos a week, so videos grow to 70 a week. New ads (12 to 20 a week) and landing pages (1 to 9) 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
- Read the product descriptions line by line, starting with the Merino Tee, to build a claims sheet.
- Brief the first creators on one knitwear hook and one home hook, each with a different first scene.
I haven't seen your ad account or your numbers; everything here comes from your public site. I have no fashion experience.
I'd love to chat if this makes sense. Grab a time here.
Danilo