Application — Growth
Kristin Cavallari's name is in your home title, and Glutathione Serum holds 4.9 stars from 335 reviews. That proof can do more work in ads.
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
- Glutathione Serum shows $58.00 with $52.00 crossed out, and 4.9 stars from 335 reviews. A crossed-out price below the live price can read as an error and weaken that strong proof.
- Free shipping starts at $75+ for UJ Rewards members, while the Desire Gem and Chain Necklace sits at $88.00. One necklace already clears the line, which is a clean hook for an ad.
- Martini Ring drops to $15.00 from $48.00 and has 10 variants. That is a low-risk first purchase for new customers, and a natural opener for a creator video.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, starting with Glutathione Serum and the $88.00 Desire Gem necklace.
- Week to week: launching a bunch of different experiments, losers killed early. Rings, earrings and skincare each get their own hooks, one variable per test.
- Creators: jewelry stackers for the Grit Ring Stack, gift buyers for the You're A Gem Gold Jewelry Set, and skincare routine creators for Glutathione Serum.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, read against your $75+ free shipping line.
- Event tracking I'd spec and work through with your team. That part isn't me. I'd start with the Glutathione Serum purchase path.
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, 10 live by week six. Each posts the same number of videos a week, so videos climb from 14 to 70. New ads and landing pages follow the creators, with experiments rising from 2 to 6. 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 your own pages, starting with the Glutathione Serum reviews and the Kristin Cavallari design line.
- Brief the first two creators on the Desire Gem and Chain Necklace and the Grit Ring Stack, one clear hook each.
I'd love to chat if this makes sense. Grab a time here.
Danilo