Application — Growth
Stretch Fluid Foundation has 32 variants and a 12-hour claim, yet the home hero carries only a tagline: float cloud paint plush blush.
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 hero tagline reads "float cloud paint plush blush", and Cloud Paint Plush Blush costs 26.00 BRL across 10 variants. One product carries the whole first screen, so shade-by-shade demos have plenty to show.
- Lip Glaze costs 22.00 BRL and carries an independent study of 34 people: "100% agree lips look healthy". That is proof in the brand's own words, ready to sit inside an ad.
- Free standard shipping starts at $40+ and subscriptions take 10% off, but subscription orders under $40 add $5.95 shipping. Both thresholds belong in ad copy and landing pages.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, including which Glossier products we push first.
- Week to week: launching a bunch of different experiments, losers killed early. Cloud Paint shades and Lip Glaze claims give us plenty to test.
- Creators: blush and complexion shade-matchers for Cloud Paint and Stretch Fluid Foundation, fragrance layerers for Glossier You, and skincare-routine creators for Milky Jelly Cleanser.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, with subscription orders at 10% off included.
- Event tracking I'd spec and work through with your team. That part isn't me. Subscriptions and free-shipping thresholds need clean purchase events.
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 videos climb from 14 to 70. New ads and landing pages follow the creators, and experiments go 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 hook library from Cloud Paint Plush Blush shades, one variable per test, so the first ads differ in angle and nothing else.
- Spec purchase and subscription events with your team, so free-shipping and subscription orders are counted correctly before we scale any spend.
I'd love to chat if this makes sense. Grab a time here.
Danilo