Connor Rolain
@connorrolain
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tactical tweets 📈 | head of growth @hexclad
Denver, CO
Joined January 2011
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i’ve learned a lot since joining HexClad as head of growth…
but maybe more than anything else,
is what the concept of incrementality ACTUALLY means in growth marketing.
here’s what i’ve learned it to mean. 👇
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we launched fb ads in australia today.
we've spent $600 so far, and the purchase conversion CPCs in this market are WILD.
$0.16 on a traditional purchase conversion campaign.
$0.20 on an asc+ campaign.
wild.
feels like 2013 arbitraging cheap CPCs in the U.S. market..
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excited to jam on all things growth marketing!
The Marketing Operators Podcast!
Brand new show, hosted by
@couuor
,
@ecom_con
@codyplof
diving into all things performance marketing.
First episode drops on the 2nd April to YouTube, Spotify, Apple and X.
@motionapp_
@aftersell
@Richpanel
@HausAnalytics
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I'm hearing a lot of brand operators say their metrics don't look great right now. Ours don't either compared to previous quarters.
My advice...👇
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DTC founder i know hits me up
“hey we’re worried about our growth, can you take a quick look?”
I take that quick look and see (year over year):
- revenue +350%
- CAC -40%
- fb spend +100% at better efficiency
audit notes:
STOP WORRYING, KEEP DOING WHAT YOU ARE DOING
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lots of my mentors don’t know they’re my mentors.
you don’t need a formal agreement for mentorship.
thanks to everyone i’ve learned from watching from afar. 🙏❤️
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to keep growing, you need to keep generating demand.
that means more net new traffic to site.
that’s it. everything else is noise.
sometimes it’s through more fb ads, sometimes new channels.
generate more demand.
if demand gen slows, growth slows.
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our first denver dtc dinner was a success!!
it was a blast hosting some of denver’s best ecom operators with
@CalebPolley
s/o to our sponsors:
@Intelligems
@RechargePayment
@KnoCommerce
@TheVaanGroup
more operators hangs to come!
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heads up for some new knives ads in 2024 🔪🍍
thumbstop 100%
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my advice to any and all that are interested in dtc/growth/performance marketing…
go work at a reputable ecom growth marketing agency for a couple years
after, you’ll either…
1 > want nothing to do with it and choose a new career
2 > be a killer with a lot of potential
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something nobody in dtc will say…
brands
have
revenue
and
growth
ceilings.
these ceilings are as natural as evolution.
a unique batch of statics, new style of landing page, or fresh offer won’t change that…
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We push most of our acquisition funnels around two high order value sets...
but some people still buy individual products instead of sets, which are unprofitable customers for us.
Here's what we do to get 12" pan buyers to purchase the rest of our 12PC Set. 👇
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very excited to get this recognition from the james beard awards! now it's time to amplify in our marketing channels. 😎
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every marketer's dream:
have a customer say, "this was just the offer i was looking for." 🥹
also ... 🧵coming soon on how we're turning single pot and pan buyers into set buyers 📈
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sitting here thinking about hex 2024 growth strategy…
and man, i cannot wait for year two.
year one was tasting lots of stuff and doubling down on what worked best…
but there was WAY too much distraction and shiny object syndrome…
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i think starting at an agency and then going in-house at a brand is the best way to build a master growth marketing skillset.
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why spend millions of dollars per year generating demand when you can simply select a category that have naturally occurring demand generation?!
well done, bobbie.
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After a lot of hard work and dedication, I've verbally committed to play division one baseball at the University of Illinois-Chicago.
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more twitter ads stats to quench your DTC marketing analytics thirsts 👹...
1DC ROAS +6% better than FB 1DC ROAS (we spent 48x more on FB than Twitter)
83.5% net new visits rate
$0.90 cost per new sit visitor 🤯 (-73% compared to FB)
29m total reach, 282m impressions
was reviewing our twitter ads performance this year…
$1.87 CPM 🤯
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I'M A COST CAP BRO.
we're seeing 37% higher 1DC ROAS (compared to the entire account) on a cost caps campaign with our top performing ads.
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one of my favorites that our internal team produced lately. thumbstop and outbound ctr looking 📈
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we launched a new product category this week...
we also launched our VERY FIRST commercially available custom product today...😎
i'm super excited to continue building this muscle ... why? bc custom products = new audiences...🔑
check it out:
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update — rogan was our top performing pod by a long shot.
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check out this new ad format we're trying 👇
most of our ads are very direct response
- here's the product
- here are the unique value props
- offer
- go buy
these work very well...
but i thought to myself ... what if we added value in the ad in another way?
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there's a lot of confusion on what top, middle, and bottom of funnel is.
i put some notes down below on what that means to me, and and how we approach the different funnel stages at hexclad.
check it out!
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today’s growth marketers are tomorrow’s cmos.
if you’re young and excited about start ups and growing businesses, go grind for 60+ hours/week at a growth marketing agency for 2-3 years.
nothing else will set you up for more success…
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Excited to officially be part of the
@UICBaseball
family
@WisPremier
@prepbaseball
http://t.co/xFaH474n6Q
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my kinda people are the ones who want the nice things, but are also gritty mfs down to car camp for three days in sub 20 degree weather or rip a 50 mile backpacking trip.
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one of my favorite things about performance marketing and growth:
it completely eradicates the idea that more age / tenure = more income…
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I think it was
@JoshJDurham
who said all it takes is one piece of creative to turn an account around?
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Q3 influencer product seedings stats are in:
- 8.2 million impressions
- $15.5k cost (COGs + delivery fees)
- $1.89 CPM
great work
@JoshJDurham
@mar_vogue
🚀
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tagged instagram story from an influencer with 1.2m followers showcasing our newest product (aprons) cost us....
... seventeen dollars and fifty cents.
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them: "it may be worth a brief call..."
me: "pls send loom.."
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hexclad to the 🚀🌕
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I spent the last month building out a paid media creative testing feedback loop 🔁
It includes …
1️⃣ content request log
2️⃣ creative test calendar
3️⃣ creative test report
This allows us to stay organized, learn, make good decisions, and deploy creative tests each week.
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are ya'll running shop ads? we are seeing incredible results there ... super incremental to our paid social channels...
spend has capped at $1300/day, but it takes 10 minutes to set up and zero management required.
screenshot attached of this ad unit.
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so stoked to see how much our product drop strategy has improved in the last year… and to see the incredible work our (newly 100% in-house for U.S.) retention team is producing!
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real marketers admit when and what they don’t know lolol
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a lesson i learned last year — take control and be protective of your calendar and time at all costs…
i will be better this year about having designated “maker” and “manager” time blocks.
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our first out of home campaign is going live next week!
super proud of this launch. our creative team executed so well.
check it out below!
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2024 will be a big year…
This time last year … a thousand ideas we wanted to do. it was hard to suss out what to do and not to do.
This year … we know the 20% that producers 80% of performance.
Focus and priorities are at an all time high.
Time and focus compound.
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was reviewing our twitter ads performance this year…
$1.87 CPM 🤯
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our newest nonstick ad angle 😂
"Do Jolly Ranchers stick to a HexClad Hybrid Nonstick Pan?"
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i'm seeing gift with purchase offers crush right now...
we've tested different variations this year to help inform our Q4 offers.
i highly recommend testing this if your brand has the margins for it.
and i think it de-values the brand less than a flat % off discount.
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“yea, they have more bandwidth for at least two more accounts”
- agency owner talking about an employee already working on 4 brands as an account manager, media buyer, creative strategist, and analyst 🙃
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we probably need 5 more episodes attribution!
episode 1 is a solid overview of the tools we use and approaches we take to inform the most optimized media mix possible.
let us know what else you want us to cover on this topic!
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knives funnels are live 🚀
peep our fb ads library to see what we launched with!
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set clear goals! it makes all decision making easier.
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check out the lander we built for this collab!
🚀
we've got some updates coming for episode 2. do you have any ideas on ways to elevate this page?
If you're wondering what's in Hailey Bieber’s kitchen...hi, it's us👋
New episode of What's in My Kitchen? Now live on Hailey's YouTube channel.
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company leaders ...
build the strategy. build the team. build the processes.
and then get out of the team's way.
i'm popping into slack right now in the middle of some time off just to see our team executing flawlessly towards some very important campaigns...
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you want to hear about real innovation in ad tech??
snapchat is out here calling ad sets “ad squads”
elite.
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i know someone running a tire brand that did $1.25b in revenue last year. almost 100% wholesale.
they want to build a direct to consumer business.
step 1 -- website
who should they talking to? budget is $25k-$100k.
is a good example
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i highly recommend Kno for all your survey'ing needs.
they've helped us unlock all sorts of insights, from attribution to customer preference to product research, just to name a few...
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the power of product seeding ....🤯
we spent less than $30k/month on product seeding in jan/feb.
it's driven over 30m impressions in the last 30 days.
and that only includes tagged content...
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a talented marketer i know is looking for a new role in house at an ecom brand!
he's a head of/vp of growth level marketer and operator.
let me know if you're looking or know any brands who are!
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truly impressed by GOAT’s ability to develop elite products and repeat their playbook over and over and over and over. well done
@Packerj16
@koby_wahnich
👏
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monday morning journal entry…
focus 100% on inputs.
focus 0% on outputs.
there is zero control over results, but complete control over the inputs that bring the results you do or don’t want.
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Wanna see how a CPG food brand simultaneously optimized CAC and (accidentally) first order ROAS?
From 3/31 - 4/30:
- Ad spend -33%
- Sales -5%
- CAC -40%
- CvR +24%
- First time orders +11%
- Blended ROAS +40%
- AOV -20%
Check out what we did and why 👇
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Been cooking up something pretty awesome that's launching soon...
Head over to and subscribe to be the first to know when it drops!
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How are you setting revenue and efficiency expectations for November and December?
Here's our 5-step approach.👇🧵
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I’ve been trying to count cals the past month. I usually use sticky notes to track, but when I’m on the move I’ll text myself instead.
I typed the incorrect last digit of my number today, so I accidentally texted a stranger the food I’ve eaten.
Got this response back ❤️
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the evolution of email subject lines when you don't respond to saas sales reps:
email 1: Let us help lower HexClad's cac by 35%!
email 2: 1 hour for a $100 AMZ gift card on us!
email 3: $100 AMZ gift card and a 35% lower CAC? What's not to love?!
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something HUGE i've learn in the last 8 months about managing.
❌ good managers don't make all the decisions.
🙌 good managers empower their team to make good decisions.
they then review them and provide feedback if needed.
i've been saying "your call" a lot lately...
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I've had a major productivity unlock recently with help from
@danielpearson
.
Every day begins with 10-15 minutes of To Do time.
To Do time consists of planning what I Do today.
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Favorite to keep my hair, retweet to cut...whichever gets the most by 4 is what I'll do
#CannotDecide
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snapchat ads going live this week!
i'm excited to see if
@londonspilker
can crack this channel like he cracked twitter ads last year...
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take note of the marketers that honestly answer, “i don’t know”…
….
….
…………
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is anybody here interested in sponsoring some ecom operator get togethers in denver? there are some heavy hitting operators and awesome brands here…
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some interesting year to date aggregate Facebook data on:
> statics versus video
> hero LP versus pdp for our main offer:
do you see similar trends?
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a leader at an awesome 9 figure brand asked if i know any candidates for an internal growth lead.
$175-$225k base + bonus.
know anyone who would qualify? dm me and ill connect you w them.
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PSA: "by committee" responsibility does not work.
collaboration is great, but a single person must be responsible for the deliverable.
things fall through the cracks when multiple people and no single person are simultaneously responsible.
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v1 of our metrics tracker/contribution margin calculator 👇
these are the metrics we value the most, and measure on daily, weekly, monthly, and yearly time horizons.
we're building a contribution calculator that MAYBE competes with
@richiemashiko
's
... just maybe ...
i'll share more details on which variables we include in our contribution margin when it's final!
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We are hiring a lead video editor at HexClad!
Looking for someone with:
- Extensive direct response ecom paid media editing experience (min 2 years, ideally more)
- Preferably has experience in food/food-adjacent
- Can do both elevated high production and native UGC editing
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seeing a 10x ROI on FLIP 👀 when look at total sales divided by our kickback to them..
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we have a thumbstop shoot coming up ... shooting only clips to use at the beginning of paid social ads.
what are your best ideas?!
the best idea gets a free 12" pan, 3qt pot, and 8" chef's knife!!!
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❗️HIRING TWEET ❗️
👉 seeking a full time search/youtube buyer !
(no, not freelance or agency. 🙃)
an awesome opportunity to work with one of the best and brightest in paid media,
@outwardopinions
.
check out the job description and apply here:
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calling all heads of growth and those who know them!
the founder of a pre-launch Latino-focused men’s telehealth brand is looking for a full time head of
growth.
$150k + benefits + options
dm me if interested!
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the best influencer strategy for brands with low cogs is simple…
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dave said he’ll run your ads for free AND invite you to olive garden if you watch this episode!!!
Marketing Operators E006: David Herrmann: Paid Media, Creative Diversity and the Channels You Should Be Testing
Spotify:
YouTube:
@herrmanndigital
@ecom_con
@couuor
@codyplof
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