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How Jennifer Anniston’s LolaVie brand grew sales 40% with CTV ads
For its first CTV campaign, Jennifer Aniston’s DTC haircare brand LolaVie had a few non-negotiables. The campaign had to be simple. It had to demonstrate measurable impact. And it had to be full-funnel.
LolaVie used Roku Ads Manager to test and optimize creatives — reaching millions of potential customers at all stages of their purchase journeys. Roku Ads Manager helped the brand convey LolaVie’s playful voice while helping drive omnichannel sales across both ecommerce and retail touchpoints.
The campaign included an Action Ad overlay that let viewers shop directly from their TVs by clicking OK on their Roku remote. This guided them to the website to buy LolaVie products.
Discover how Roku Ads Manager helped LolaVie drive big sales and customer growth with self-serve TV ads.
The DTC beauty category is crowded. To break through, Jennifer Anniston’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.
Let me be direct with you: if you're still the bottleneck in your own business, you don't have a business. You have a job with a complicated org chart.
That's not a knock. It's a diagnosis. And the fix isn't working harder. It's operating smarter by building what I call a Leverage Stack.
Leverage isn't a concept reserved for finance guys or tech founders. It's available to any man running any operation, and it's the single biggest differentiator between the guys who scale and the guys who plateau. The difference isn't talent. It's whether or not they figured out how to multiply their effort.
Today I'm going to walk you through a practical framework for identifying and stacking three layers of leverage in your business. This is something you can start mapping out this week.
What Is Leverage, Really?
Leverage is anything that lets your work produce output beyond what your time and effort alone could produce. Capital is leverage. A great team is leverage. A system is leverage. Software is leverage. Distribution is leverage.
A Leverage Stack is what you get when you intentionally layer these things on top of each other so that each one amplifies the next. You stop adding. You start multiplying.
The problem is most men approach this backwards. They add team before they have systems. They invest in tools before they've eliminated tasks that shouldn't exist at all. They try to distribute before they've nailed a message worth repeating.
Here's the right sequence.
Layer 1: Systems Leverage (Eliminate Before You Automate)
The first layer is about getting your operations clean. Before you automate anything or hire anyone, you need to know exactly what's happening in your business and why.
Do a one-week audit. Every task you do, every meeting you take, every decision you make, write it down. At the end of the week, sort everything into three buckets.
Bucket A: Only I can do this. High value. My zone of genius.
Bucket B: Someone else could do this with a process. Valuable but not mine.
Bucket C: This shouldn't exist at all. Low value, high friction, delete it.
Most men are spending 40-60% of their week in Bucket B and C. That's the leak. Systems Leverage means you build simple processes for Bucket B tasks so they can be delegated or automated, and you ruthlessly eliminate Bucket C.
This alone, done properly, will buy you 8-12 hours a week. Not tomorrow. But within 30 days if you commit to it.
Layer 2: Technology Leverage (Your Digital Operating Layer)
Once your operations are clean, you bring in technology to do the heavy lifting. This is where AI tools and automation platforms have genuinely changed the game, and the guys ignoring this are going to feel it.
Here's how I think about the technology layer. You want to automate three categories of work.
Category 1: Repetitive communications
Email sequences, follow-ups, onboarding, check-ins. None of this needs to be manually written each time. Build templates with smart personalization and let systems handle the cadence. Your clients get a great experience. You get your time back.
Category 2: Data collection and reporting
If you're manually pulling numbers from different places to understand how your business is performing, you're doing it wrong. Connect your tools so the data flows automatically to a dashboard you can read in five minutes each morning. Decision-making gets faster and sharper.
Category 3: Task routing and project management
Anytime a trigger event happens (new lead, completed sale, filed document), the next steps should kick off automatically without someone having to remember to start them. This is where automation tools pay for themselves ten times over.
The tool I'd point you toward for building this kind of workflow without needing to be a developer is Make.com. It connects your apps, builds automation sequences, and handles complex multi-step logic without writing a line of code. I use it in my own business and it replaced at least one full-time role in terms of output.
PARTNER RESOURCE: Build your automation layer at Make.com - connect your tools, automate your workflows, and get your time back. |
Layer 3: Human Leverage (Build a Team That Runs Without You)
Layer 3 is people. And here's where most entrepreneurs make the same expensive mistake: they hire for capacity before they've built Systems and Technology leverage. So they hand someone chaos, wonder why it doesn't work, and conclude that delegation is hard.
Delegation is only hard when there's nothing to hand over. When your systems are clean and your tech is handling the repetitive work, you can hire someone and actually set them up to succeed.
When you do hire, there are two roles that give you the highest leverage fastest.
Integrator: Someone who can take your vision and turn it into an operational plan. Frees you from project management entirely. This is the role that multiplies you most.
Specialist: Someone who owns a specific function better than you ever could. A world-class copywriter. A skilled paid media buyer. A sharp financial analyst. You don't need to be excellent at everything. You need to be excellent at one thing and have the right people excellent at the rest.
Once you have Layer 3 in place, the math changes dramatically. Your time now only needs to go toward your Zone of Genius work. Everything else runs.
Stacking It Together
Here's what a Leverage Stack looks like in practice.
You spend four weeks doing the task audit and building clean processes for everything in Bucket B. You eliminate Bucket C. You're now clear on what needs to happen and in what sequence.
You spend the next four weeks building the technology layer. You connect your tools. You automate follow-up sequences, reporting, and task routing. The business now runs more consistently without you having to manually touch it.
You then hire one or two people into clearly defined roles where the process already exists. They execute the system. You lead the vision and close the big deals.
That's twelve weeks from today to a fundamentally different business. Not because you worked harder. Because you stacked leverage.
The men who do this consistently outcompete the men who don't at every stage of growth. It's not about resources. It's about architecture.
The Mastery System Covers This In Depth Week 3 of the Savage Gentleman Mastery System digs into the full Leverage Audit, your technology stack blueprint, and the exact hiring sequence to build your first real team. 8 weeks. Proven framework. Reply MASTERY to get in. Reply with MASTERY |
Until next time,
Marcus Cole
The Savage Gentleman