Application — Growth
Renew Resurfacing Night Serum carries 2533 reviews at $68.00. That proof is the asset to build ads around.
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
- Renew Resurfacing Night Serum sells at $68.00 with a 4.63 rating across 2533 reviews. That is deep proof, and a serum at that price can anchor a first order.
- Gift sets carry crossed-out prices, such as The Retinol-Alternative Trio at $184.00 against $214.00. With this many sets, a new visitor has to choose a bundle before understanding a single product.
- Free standard shipping covers U.S. orders over $50, but orders typically ship within 6-10 business days. A ship window that long is worth stating before the click.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, starting with Renew Resurfacing Night Serum at $68.00 as the first-order lead.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test, starting on the Wrinkle-Fighter Set.
- I'd recruit creators in three lanes: sensitive-skin routines for the Gentle Skin Set, night-routine creators for Renew, and travel-kit creators for the Mini sets.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, split out for Subscribe & Save 10% orders.
- Event tracking I'd spec and work through with your team. That part isn't me. I haven't seen how Subscribe & Save orders are tracked.
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 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, so nothing launches without footage. 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
- Build a claims sheet from wording you already publish for Renew Resurfacing Night Serum, so every creator brief stays inside it.
- Recruit the first two creators in the sensitive-skin lane for the Gentle Skin Set, then brief them on one hook each before anything else.
I'd love to chat if this makes sense. Grab a time here.
Danilo