Application — Growth
NBA YoungBoy, Young Thug and Fetty Wap are named in the meta description. That is a creator-grade asset sitting in search metadata.
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 home meta description says "Worn by NBA YoungBoy, Young Thug & Fetty Wap". That is the strongest proof I read, and it lives in search metadata.
- A shipping line reads "$20 Shipping — Free on Orders $250+", while the meta description promises "Free Shipping No-Minimum". Two promises for one checkout; a buyer has to guess which one applies.
- Convoy Stacked Grey Black Jeans shows $63.50 against a struck-through $154.94. That deep a markdown on a stacked jean can teach buyers to wait for the next cut.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, whether it is $133.35 skinny jeans or $209.55 sneakers.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test, tees separate from jeans.
- Creators: streetwear people who can wear Mr.Biker skinny jeans and Punk Fest tees on camera, plus sneaker collectors for Yuratsu and Twisted Metal.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, tied to the orders on your Valabasas store.
- Event tracking I'd spec and work through with your team. That part isn't me. Nine variants on each Mr.Biker jean make clean purchase events matter.
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 creator videos climb from 14 to 70. New ads and landing pages follow the creators, not the other way round. 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 product pages first, so every ad line about fabric, fit and shipping matches what the store already says.
- Brief the first creators on Mr.Biker skinny jeans and the Punk Fest tees, one hook per video, so early tests compare one variable.
I'd love to chat if this makes sense. Grab a time here.
Danilo