Application — Growth
Daniel Wellington already has 360 reviews and a 15% offer for two or more; I'd build ads that put both beside the 199.00 EUR Classic 7-Link.
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
- Classic 7-Link Silver, Black Silver, All Black and Gold all list at 199.00 EUR with no markdown, so the only visible difference between them is finish.
- Two offers sit in the page copy: "BUY 2 OR MORE, SAVE 15%" and "JOIN NOW AND GET 10% OFF YOUR FIRST PURCHASE". A 45.00 EUR Classic Adjustable Ring Silver is a cheap second item.
- Pathfinder GMT Rowden Frost-White Silver, 209.00 EUR, has a clear traveler story in its description: red-tipped GMT hand, 24-hour scale. That is a brief for traveler creators, not just a spec.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that, whether it's a 199.00 EUR Classic 7-Link or a 45.00 EUR strap.
- Week to week: launching a bunch of different experiments, losers killed early. One variable per test, from GMT travel hooks to the 15% offer.
- Creators who fit: travelers wearing the Pathfinder GMT, gift-givers pairing a 45.00 EUR ring with a watch, stylists layering Ellipse chains.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback.
- Event tracking I'd spec and work through with your team, including the 10% first-purchase signup. That part isn't me.
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 join two a week, so ten are live by week six, each posting the same number of videos a week. Ads and landing pages follow the creators, so nothing launches without footage behind it. 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 the product descriptions already on the site, such as recycled stainless steel and the red-tipped GMT hand.
- Brief the first two creators on the Pathfinder GMT travel story and the Classic collection, then test hooks one variable at a time.
I'd love to chat if this makes sense. Grab a time here.
Danilo