A right-sized pod to defend Soko Glam's K-beauty position through Olive Young's US retail entry. $18,000 per month, two-week refundable trial, month-to-month after.
From the prior engagement (December 2025 to April 2026), the 2025-2026 financial trajectory, and what is happening in the K-beauty category right now. The plan below is built directly to where Soko Glam is today.
| What we know | Implication for the engagement |
|---|---|
| Brand | Curated K-beauty platform, founder-led by Charlotte and Dave Cho. Fourteen years of category authority. Brand equity intact even through 2025 revenue pressure. |
| Revenue trajectory | $11.7M in 2024, $7.9M in 2025 (a 32% decline), pacing $5.3M annualized through Q1 2026. The job is to defend share and improve unit economics first. Growth at the prior plan's pace comes later, once the business can pay for it. |
| Financials | Negative net income two consecutive years. Every dollar of marketing spend needs payback inside the quarter. The prior engagement's monthly was structurally too high against this reality, and the prior plan's annual-payback assumption broke against the financials. |
| Competitive event | Olive Young opened its Pasadena flagship in May 2026. Sephora K-beauty zones launch H2 2026. Soko Glam's curatorial positioning needs to translate into channels Olive Young and Sephora will not own. |
| TikTok | 60.9K followers, channel paused. K-beauty discovery happens on TikTok in 2026. This is the single largest dormant lever, and the prior plan never reactivated it. |
| Paid media | Google running 4.1x ROAS against a 3.0x plan. Meta running 2.2x against a 6x target, which is above the beauty industry median of 1.6-1.8x. The target was the binding constraint; execution was running above category benchmark. |
| Email and lifecycle | Klaviyo CTR at 0.27% against a 1-2% benchmark. List shrinking after a long-standing double opt-in issue was resolved late last year. Flow revenue is the highest-impact fix the engagement can deliver in the first 60 days. |
| Existing infrastructure | The Growth OS built during the prior engagement (28 files: brand brain, ICP, competitive intel, driver tree, compounding loops) is Soko Glam's asset. The re-engagement maintains and extends it, rather than rebuilding from zero. |
Two alternatives a re-engagement typically weighs against continuing with MH-1. Side-by-side against a right-sized pod.
| Dimension | Rebuild in-house |
|---|---|
| Time to staffed team | Four to six months of recruiting, plus ramp. |
| Coverage | One marketing hire plus a stack of freelancers. |
| K-beauty + DTC fluency | Hard to hire for the combination at any one seat. |
| Cost | $30K to $50K per month loaded once staffed. Sunk recruiting cost. |
| Risk on a shrinking topline | Recruiting cost sunk if growth does not return. |
| Continuity of work product | Restart from current state. |
The same four named senior operators who ran the account through April. Lighter scope, faster cadence, focused on defense and unit economics through the Olive Young transition.
Elise Markowitz, Account Lead. Strategic and accountable lead. Owns the weekly cadence with Charlotte Chang, defends realistic targets and pacing, makes the brand and strategy calls. Already knows Soko Glam's positioning, the founder voice, and the competitive picture from the prior engagement.
Peter Opakunle, Media Buyer. Owns Meta, Google, and TikTok reactivation. Realistic ROAS targets (2.5x to 3.5x on Meta against the 1.6-1.8x industry median, 4x or better on Google), with weekly test cycles. First moves: restore the 7.3x ROAS BOF_TOF audience that was paused, deploy CAPI to recover 20-30% lost conversion attribution, and stand up a TikTok creator program.
Dan Fleishaker, Engagement Ops. Owns Klaviyo lifecycle, list health, and the flow revenue stream that contributed roughly $25K in March alone. The first 60-day priority is the 0.27% click rate: rebuild Welcome, Abandoned Checkout, Browse Abandonment, Winback, and Loyalty against a refreshed segmentation tied to the Brand Brain personas.
Josh Flores, AI/Tech Lead. Owns the Growth OS. Maintains and extends the 28 files Soko Glam already paid for, against May 2026 data and Olive Young defense framing. Forward-deployed inside Soko Glam's environment. The reason a four-operator pod can move at the velocity of a much larger team.
Senior accountable. Chris Toy, Co-founder of MarketerHire, is personally accountable for this engagement. Strategic oversight, escalation path, on the weekly cadence as needed.
| Role | Person |
|---|---|
| Account Lead | Elise Markowitz |
| Media Buyer | Peter Opakunle |
| Engagement Ops | Dan Fleishaker |
| AI / Tech Lead | Josh Flores |
| Channel specialists | Bench, named at need |
| Senior accountable | Chris Toy |
The brand vision, the founder voice (Charlotte and Dave Cho), the curated assortment, the fourteen-year category authority, every platform account, and the Growth OS files. MH-1 is the marketing team that defends those assets through the Olive Young transition. The Growth OS the pod maintains is documented in Soko Glam's environment and transfers back at any time.
$18,000 per month, all-in. One line. A material reduction from the prior engagement, sized for the current reality of the business.
| Line item | Fee |
|---|---|
| MH-1 Re-engagement Continuation pod plus Growth OS maintenance |
$18,000 / mo |
Kickoff Monday May 19. Five phases through the Olive Young Pasadena flagship ramp and into the Sephora H2 window. Trial runs through Friday May 30; the rest of the plan governs week 3 onward.
Two-week refundable trial. We deliver a 2026 plan with conservative and base scenarios anchored on realistic ROAS targets, deploy CAPI, restore the 7.3x BOF_TOF audience, audit and re-architect the Klaviyo flows, and produce a TikTok creator shortlist. Friday May 30 is go / no-go.
Olive Young defense narrative codified in brand brain and content briefs. TikTok creator program launches with five operators. Klaviyo flows rebuilt against Brand Brain personas. Google PMax restructured against the higher-AOV product cohorts. Meta DPA optimized; cold-prospecting tests against the BOF_TOF lookalike layer.
Founder-led TikTok content series with Charlotte Cho (the lever Olive Young cannot replicate). Creator UGC engine running into Meta and TikTok placements. Q3 Klaviyo journeys live (back-to-school, lifestyle, ingredient education). Weekly business review against unit economics first, topline second.
Attribution review against CAPI-corrected data. Scale the channels paying back inside the quarter, shut off the ones that are not. Draft of the Q4 holiday plan (Black Friday plus K-beauty gifting cycle) shared with Charlotte by Aug 1.
Q3 business review with Charlotte and the founders. Q4 holiday plan signed off. Growth OS refreshed against May to August data. Strategy doc rewritten in line with the Sephora H2 entry and the holiday push. Plan for the next quarter set.
Performance forecasts (CAC, payback, retention) live in the 2026 plan because they depend on the channel reset the trial validates.
| Deliverable | What it tells you |
|---|---|
| 2026 plan, conservative and base scenarios | Whether MH-1 sees the same business Charlotte Chang sees, and whether the realistic targets it commits to are defensible to the founders and the board. |
| CAPI deployed; BOF_TOF restored | Whether the pod can move on the infrastructure work the prior engagement did not finish, at the speed the re-engagement claims. |
| Klaviyo flow audit and re-architecture brief | Whether the 0.27% CTR fix is concrete and dated, and whether the lifecycle stream can carry the share that paid media cannot recover. |
| TikTok creator shortlist (five operators ready to brief) | Whether MH-1 has the K-beauty operator network to reactivate the channel where Olive Young will not own discovery. |
| Growth OS refresh against May 2026 data | Whether the 28-file OS Soko Glam already paid for is alive against the current market, or a frozen artifact. |
$18,000 per month, all-in. Month-to-month with 30 days' notice. The first two weeks are refundable.
You sign the agreement. We kick off Monday May 19. We deliver the 2026 plan, the CAPI and BOF_TOF infrastructure work, the Klaviyo re-architecture brief, the TikTok creator shortlist, and the Growth OS refresh by Friday May 30. If you decide it is not for you, you pay nothing. If you continue, the month-to-month engagement begins June 1.
$18,000 per month, month-to-month. Kickoff Monday May 19. Go / no-go Friday May 30. First defense window: Olive Young Pasadena.
Questions or changes, reply to the email this proposal came from or contact raaja@marketerhire.com. Chris is on the thread as well.
Confirm Re-engagement