Application — Growth
Rings at $29.00 and a 25% Off Sitewide banner are real assets; the site should lead with them.
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 Toi et Moi Dome Ring lists $36.00 against a struck-through $45.00 and 250 variants. That much choice can stall a first-time buyer who just wants a gift.
- The banner offers "25% Off Sitewide" with exclusions, while watches carry their own 20% line. Two discounts at once make the real saving hard to read.
- Pages show both "Based on 76,634 reviews" and "Based on 3 reviews". Proof exists, but the counts differ, so buyers cannot tell which number fits their product.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, from a $29.00 earring to a $354.40 watch.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test, starting with rings and Toi et Moi pairs.
- Creators who fit: gift-givers pairing Toi et Moi rings, stackers layering $29.00 huggies, and personalizers filming birthstone pieces, all feeding one hook library.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, read against your 25% Off Sitewide offer.
- Event tracking I'd spec and work through with your team. That part isn't me. With 250 variants, purchase events need care.
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, reaching 10 live by week six. Each posts the same number of videos a week, from 14 up to 70. New ads (12 to 20) 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
- Build a claims sheet from your own pages: the Toi et Moi pairs, the birthstone options, and the exact wording of the sitewide offer.
- Brief the first creators on gift and pairing stories for rings, then film several hooks per product before any ad goes live.
I'd love to chat if this makes sense. Grab a time here.
Danilo