How Jennifer Aniston’s LolaVie brand grew sales 40% with CTV ads

The DTC beauty category is crowded. To break through, Jennifer Aniston’s brand LolaVie, worked with Roku Ads Manager to easily set up, test, and optimize CTV ad creatives. The campaign helped drive a big lift in sales and customer growth, helping LolaVie break through in the crowded beauty category.

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🔥 And now, for your weekly spark.

I caught myself thinking something this week that didn't make much sense.

"The year's almost over."

Then I looked at the calendar.

It's August.

Somewhere along the way, I stopped measuring the year in months and started measuring it in opportunities.

Can we still close that partnership before year-end? Is there enough time to launch this? Should we make that investment now, or wait? Can we still hit the revenue target?

The calendar hadn't changed, but my sense of runway had.

👉🏽 Sometimes we don't run out of time. We run out of perceived time.

And it turns out there’s science behind that feeling. Research on time scarcity shows that when we perceive time as scarce, we’re more likely to make short-term decisions.

Feeling like we’re running out of runway can change our understanding of the world. It can change the way we think about what’s worth pursuing in the first place.

It’s on my mind this week because, like many founders, I've been focused on revenue for the remainder of the year. This year, not next year.

How do we finish stronger? Where does growth come from? What's still possible before December?

Those are important questions, but somewhere along the way, August started feeling like November. And I realized how easy it is to start making decisions based on a deadline that doesn't actually exist.

I don't think I'm alone.

I've spoken with founders trying to close business before budgets disappear, marketers already planning for next year while still trying to deliver this quarter, and leaders wondering whether they should keep investing in an idea or move on before it's "too late."

Different roles. Same feeling.

When we convince ourselves there's less runway than there actually is, we can start giving up on things before they've had enough time to work.

We stop planting because we're focused on harvesting.

We stop investing in relationships because they won't pay off immediately. We abandon ideas because they haven't gained momentum yet. We decide an opportunity has passed just because we haven't captured it on our preferred timeline.

Sometimes the opportunity really has passed, but sometimes we've just decided that it has.

And community has a way of reminding us of the difference.

Someone tells you they closed their biggest deal in November. Someone else reminds you the introduction that changed their business happened at the end of the year. Another founder tells you the idea they almost abandoned eventually became the thing that changed the trajectory of their company.

Perspective doesn't create more time, but it can help you see the time you actually have.

📌 The Runway Check

The next time you catch yourself thinking, "There's not enough time," pause and ask yourself a different set of questions.

👉🏽 What's the actual deadline?

Not the deadline you've emotionally assigned yourself. The real one.

👉🏽 What still has time to work?

Don't kill something just because it hasn't paid off yet.

👉🏽 What am I treating as "this year or never"?

Some opportunities aren't binary. They can move with you into next year.

👉🏽 What deserves acceleration, and what just feels urgent?

Those aren't always the same thing.

Every year has a moment when we quietly start acting like the year is already over.

Maybe that's when we should stop looking at what's left on the calendar and start looking at what's still possible.

🔥 The runway is often longer than it feels.

✅ Now Hiring

Is someone you know considering what’s next for them? Here are a few roles with people hiring across the network. I list roles here every week, so stay tuned and make sure to spread the word.

💥 VP, Growth Marketing — Cision

💥 SVP, Media Strategy & Planning — Razorfish

💥 Interim Marketing Director — Bobbie

💥 Sr Director, Marketing — Huda Beauty

💥 Director, Integrated Marketing — Fi

💥 Director, Mobile Marketing — Mr. Beast

💥 Director, Brand Marketing, Essentia Waters — Nestle

💥 Director, Head of Social & Influencer — Liquid IV

💥 Sr Brand Manager — Bimbo Bakeries

💥 Sr Direct Marketing Manager — Apollo

💥 Sr Manager, Consumer Marketing Operations — Yelp

💥 Growth Marketing Manager — Gamma (multiple other roles)

💥 Brand Marketing Lead — Anthropic

💥 Brand Marketing Manager — Whatsapp

💥 Manager, Influencer Marketing — Relay

💥 Retail Media Manager — HP

ICYMI Last Week:

💥 VP, Viral Marketing — Mr. Beast

💥 VP, Marketing — Dyson

💥 VP, Beauty Marketing — Helen of Troy

💥 VP, Omnichannel Marketing & Innovation — Marriott (multiple other roles)

💥 VP, Marketing — BambooHR (multiple other roles)

💥 VP, Biddable Media — JPMorgan Chase

💥 Director, Marketing Owned Media & Personalization — Belk

💥 Director, Marketing — Lego Education

💥 Sr Manager, Consumer Marketing Strategy — Ford

💥 Sr Manager, Brand Management — Petco

💥 Sr Integrated Marketing Manager — Kids2

💥 Product Marketing Lead, Podcast Creator Marketing — Spotify

💥 Brand Marketing Manager — Acorns

💥 Manager, Growth Marketing — Sesame Workshop (multiple other roles)

💥 Integrated Marketing Manager — Hinge Health

And before you go, consider who else might value this newsletter and what’s coming up on YouTube. Make sure to fwd this newsletter onward to them too. They can subscribe here for more directly in their inbox.. 🔁 

In community,

Fahad