Application — Growth
Odele has a Best Hair Fragrance award from 2026 and a $16.99 mist; the question is how much of that proof reaches a first-time buyer.
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
- Hair + Body Mist costs $16.99, and customers describe its scent as luxurious in the review summaries. That is language an ad can borrow word for word, in the buyer's own voice.
- Minis at $4.99 sit far below the $50 free shipping line, and a flat $8 charge applies under it. The free Clarifying Shampoo Mini at $40+ is the bridge between the two.
- Rejuvenating Scalp Serum, $12.99, sits in a 90-day regimen study: Odele reports 86% said their scalp felt moisturized, among 100 participants. That is proof an ad can lead with.
What I built
What I'd do here
- My KPI: scale ad spend, hold target CAC. Everything else follows from that. For Odele, that starts with the free shipping line at $50.
- Week to week: launching a bunch of different experiments, losers killed early. Curl Defining Gel, Cream and Foam, all $11.99, make clean tests.
- Creators: curly-hair routines for the Curl Defining line, fragrance-first creators for the Hair + Body Mist, and scalp-care creators for the Scalp Care Set.
- Reporting so you never have to ask. Daily CAC. Weekly what we learned. Monthly cohort payback, with the 10% off first order tracked separately.
- Event tracking I'd spec and work through with your team. That part isn't me. Without it, the $50 threshold stays invisible.
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, from 0 live to 10 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. 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 Odele's own wording, so every ad line about scalp feel or frizz control stays inside what the brand already states.
- Brief the first creators on curl routines using Curl Defining Gel, Cream and Foam, then log which hooks hold attention before spending more.
I'd love to chat if this makes sense. Grab a time here.
Danilo