E113: How to Structure Meta for Ecommerce Hyper Growth (Real Numbers)

“You don’t have to be first to be the best.”

What does it take to scale a brand from $20M to $140M in just 12 months?

Luka Kvatchrelishvili (CMO, True Sea Moss) joins hosts Connor Rolain (Head of Growth, HexClad) and Connor MacDonald (CMO, Ridge) to break down how he took a bootstrapped, product-led superfood brand … and scaled it into a nine-figure DTC powerhouse. Luka shares his path from practicing law in Georgia to drop shipping foosball tables to leading a 33-person marketing team.

The conversation digs into how Luka diagnosed and fixed True Sea Moss’ data infrastructure before touching a single ad, and how a surge in creative volume gave way to a more methodical, outcome-driven testing system. He also gets into the halo effect between Meta spend, Amazon, and retail performance; the power of the LTV-to-CAC cohort report; and how True Sea Moss went from Telegram groups and Trello boards to a marketing-led operation scaling toward half a billion.

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Chapters
00:00:00 Law Dropout to Ecommerce
00:06:00 Agency Life Origin Story
00:11:30 True CMOs First Walk-In
00:17:30 Mushrooms Go Mainstream
00:23:30 Scaling $20M to $140M
00:29:00 LTV With Saras Analytics
00:34:00 Halo Effect on Amazon
00:38:30 Fix the Meta Account
00:42:00 Volume vs. Craft Debate
00:47:30 Funnels by Value Prop
00:54:00 CRO & Post-Click Wins
01:00:00 Finance as Growth Partner