Application — Growth
883 reviews and a 4.8-star line are real proof; the work is putting that proof in front of cold buyers of Her Highness Briefs.
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 Her Highness 3-Pack shows $96.90 with $114.00 struck through, and a second listing at $88.83. Two prices under one product name is a question a cold buyer will have.
- Free US shipping starts at $75+, and the cart offers free ankle socks at $75.00 and a free tote at $125.00. One pair of Her Highness Briefs at $38.00 won't get there.
- Her Highness Leakproof Briefs at $42.00 carry a gusset that, in the brand's wording, absorbs up to 1 teaspoon of liquid. A claim that concrete deserves its own ad, apart from the lace.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, including how we test Buy 3 & Save 15%.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test, whether lace, leakproof or shapewear.
- Creators: women who wear leakproof briefs daily, plus-size try-on reviewers, lace bralette lovers, and people who gift silk pajama sets.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, tied to your thirty-day returns window.
- Event tracking I'd spec and work through with your team. That part isn't me, and I haven't seen how your store reports orders.
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, ten live by week six. Each posts the same number of videos a week, so 70 a week by the end. New ads and landing pages follow: 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
- Build a claims sheet for the leakproof gusset and the cotton gusset wording, so every creator brief and ad uses only the brand's own lines.
- Recruit the first creators around Her Highness Briefs and the three-pair offer, then ship them a bundle so their first video shows real wear.
I'd love to chat if this makes sense. Grab a time here.
Danilo