Application — Growth
PEP TALK has 145 reviews and UNSPOTTED 4X has 75, but THIRST TRAP, the bundle built on them, shows 1.
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
- UNSPOTTED 4X® Acid Jelly Night Serum holds 4.8 from 75 reviews. That is proof an ad can carry, and today it lives on one product page.
- PEP TALK™ Bio-Peptide Barrier Repair Cream with Triple Lipid Complex is $54.00 with 145 reviews, yet the banner copy leads with "GET $40 OFF" instead of that proof.
- THIRST TRAP Barrier Repair Cream + SPF Ultra-Hydration Bundle is $83.70 and shows 1 review at 4.0, while its parts carry 145 and 92 reviews. Reviews do not travel with the bundle.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, starting with the $172.00 3-Step Skincare System as the entry offer.
- Week to week: launching a bunch of different experiments, losers killed early. Hooks start from the 60 Day Money-Back Guarantee.
- Creators: people with hyperpigmentation routines, sensitive-skin storytellers, and sunscreen-skeptic reviewers showing UNGHOSTED™ Sheer Tinted 100% Mineral SPF 42 with Squalane on deeper skin tones.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, with subscribe-and-save orders tracked apart.
- Event tracking I'd spec and work through with your team. That part isn't me. Subscription orders on Lion Pose need clean 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 |
Two creators join each week, ten live by week six. Each posts the same number of videos a week, so volume climbs to 70. New ads and landing pages follow the creators: 12 ads and 1 page in week one, 20 ads and 9 pages by week six. 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
- Pull every review already on the product pages and sort them by skin concern, so each hook starts from a real customer word.
- Build a claims sheet from the study wording Lion Pose already publishes, so every creator brief and every ad uses only language the brand has used.
I'd love to chat if this makes sense. Grab a time here.
Danilo