Head of Marketing — Vision Document
Building the #1 Sock in Golf
A full-funnel marketing strategy with a working campaign, competitive intelligence, and a 90-day roadmap.
Steve Ellis — February 2026
The Opportunity
The product is proven.
The marketing engine isn't built yet.
Del Campo has retail validation, authentic celebrity co-signs, and a product people love. What's missing is the systematic infrastructure that turns a great product into an iconic brand.
Current State
What's already working
2,400+
Five-Star Reviews
Authentic product-market fit
350+
Pro Shops Nationwide
+ Dick's, Golf Galaxy, PGA TOUR
~100
Original Designs
Smileys, Bolts, College, Limited
Kelce
Celebrity Co-Signs
+ Cruz, Charlie Woods, Barstool
USA
Made in America
97% of socks sold in US aren't
SEC
College Licensing
Florida, UNC, Texas A&M + more
Growth Gaps
Where the whitespace is
- ×Low creative diversity
Best-in-class DTC runs 50-100+ active ad variants. Del Campo appears far below that. - ×No advertorial landing page
Cold traffic goes straight to collection pages. Blissy runs 11 landing page variants. - ×No UGC pipeline
17K Instagram followers but no systematic creator program. Blissy uses 68+ creators per campaign.
- ×PDPs don't sell comfort
Details collapsed by default. No material specs, no cross-section diagrams. Bombas shows 5 named technologies. - ×Email popup undervalues
10% off a $16 sock = $1.60. Not compelling. Bombas offers 20% off first order. - ×Bundles aren't the default
Bombas pre-selects 4-packs on every PDP. Del Campo defaults to singles — leaving AOV on the table.
Competitive Intelligence
What Bombas does that we should steal
| Tactic | Bombas | Del Campo Today |
|---|---|---|
| PDP default | 4-Pack pre-selected | Single pair |
| Price anchoring | "Now $80 / Was $88 / 9% Savings" | No savings math shown |
| Email popup | 20% off first order | 10% off ($1.60 on a sock) |
| PDP comfort proof | 5 named technologies + diagrams | 4 basic icons, collapsed |
| Mission multiplier | "4 Purchased = 4 Donated" | None |
| Free shipping | $120 + progress bar in cart | $75, no progress bar |
Competitive Intelligence
The Blissy Playbook — adapted for golf
Blissy runs 100-300+ concurrent ads, works with 68+ creators, and operates 11 landing page variants. Here's what translates 1:1:
- 01Volume over perfection. Run hundreds of variants. Let the algorithm find winners.
- 02UGC is the engine. Creator-shot video outperforms studio content on CPA by 25%.
- 03Every benefit gets its own campaign. Comfort. Style. USA-made. Price. Gifting. Test each separately.
- 04Advertorial > product page for cold traffic. Warm prospects with editorial content before asking for the sale.
- 05Social proof compounds. Review counts, press logos, and celebrity moments in every ad and landing page.
Full-Funnel Strategy
The funnel I'd build
Cold
Facebook/Instagram ads (UGC video, lifestyle, problem-awareness) + TikTok + Google
Warm
Advertorial Landing Page — "10 Reasons Golfers Can't Stop Buying Del Campo Socks" Built
Hot
Optimized PDPs (bundle-first, comfort proof) + cart upsells + shipping progress bar
Retention
Email/SMS welcome flow + post-purchase sequence + ambassador program + seasonal campaigns
I didn't just map the funnel — I built the first campaign. The advertorial landing page is live, on-brand, and links directly to the store.
Creative Strategy
10 angles to test in the first 30 days
| Angle | Hook |
|---|---|
| Problem | "Your $3 cotton socks are ruining every round" |
| Founder | "I left Tesla to make the perfect golf sock" |
| Celebrity | "Why Jason Kelce wears Del Campo" |
| USA | "97% of socks are made overseas. Not ours." |
| Reviews | "'Comfiest ever' — 2,400+ five-star reviews" |
| Angle | Hook |
|---|---|
| vs. | "Del Campo vs. Stance vs. Bombas" |
| Gift | "The gift every golfer actually wants" |
| College | "Rep your school. On the course." |
| Bundle | "5 pairs. $75. American-made." |
| Barstool | Collab content repurposed as paid ads |
Conversion Optimization
5 quick wins in the first 30 days
-
1
Fix the email popup. Replace 10% off with "$10 off orders over $50" or "free sock with first purchase." The current offer is $1.60 in value — that's not worth an email.
-
2
Default PDPs to 3-pack. Show per-pair savings math with a green badge. Bombas pre-selects 4-packs — this single change could lift AOV 30-50%.
-
3
Make comfort visible. Add a 3-column "Why It's Different" section: The Fit / The Feel / The Tech. Name the technologies. Add material composition and close-up photography.
-
4
Add a cart shipping progress bar. "You're $X away from free shipping!" — converts single-pair buyers into multi-pair buyers.
-
5
Deploy the advertorial landing page. Cold ad traffic goes to the listicle, not collection pages. Warm traffic goes to PDPs. Different pages for different funnel stages.
Roadmap
The 90-day plan
Days 1–30
Audit + Quick Wins
- Full ad account audit
- Deploy listicle landing page
- Launch 15 ad concepts across 5 angles
- Fix email popup + PDP defaults
- Commission close-up product photography
- Brief first 5 UGC creators
- Set up weekly KPI dashboard
Days 31–60
Scale + Systematize
- 3x budget on winning concepts
- Launch retargeting campaigns
- Onboard 5-8 more UGC creators
- First whitelisted/dark-posted ads
- Build 7-email welcome sequence
- Updated PDP comfort section live
- Begin Google Shopping + TikTok
Days 61–90
Accelerate + Build Team
- 50+ active ad variants
- Dynamic creative optimization
- First seasonal tentpole campaign
- Brand video production
- Define team structure + first hire
- Earned media pitches (Golf Digest, etc.)
- Plan Q3/Q4 marketing calendar
Measurement
How I'd measure success
+40%
DTC Revenue
Performance marketing engine live
$35-40
Average Order Value
Up from est. $20-25 via bundles
3x
Email List Size
Better popup + paid capture
50+
Active Ad Variants
Creative testing machine running
3-4x
Meta ROAS
Advertorial funnel + optimized creative
10-15
Active UGC Creators
Systematic creator pipeline
2x
Review Collection
Post-purchase flow + incentive
Proof of Work
I didn't wait to get the job
to start doing the work.
Listicle Landing Page
Brand-accurate HTML, ready for Cloudflare. All links to live store.
Pitch Deck
Full-funnel strategy. 90-day roadmap. Competitive intelligence. 13 slides.
Del Campo Ad Analysis
Full brand audit. 12 advertising gaps. Creative recommendations.
Blissy Competitive Teardown
Ad strategy decoded. 11 tactics mapped to Del Campo.
Shopify Section Template
Online Store 2.0 — drop into any theme, customize in the editor. Free download.
Let's build the #1 sock in golf.
The listicle is built. The analysis is done. The strategy is mapped. The 90-day plan is ready.
Steve Ellis
[email protected] — Head of Marketing