# Overline — Scale. Engineered. > Strategic & Growth partner. Embedded Head of Growth model for DTC brands between €250K and €5M annual revenue. Founded in Paris, 2024. €20M+ generated across portfolio. Working languages: English & French. Contact: hello@overline.works. Site: https://overline.works Owner: Overline (sole operator, Paris-based) Founded: 2024 Headquarters: Paris, France Service area: Remote, global. Primary markets: France, EU, UK. Pricing currency: EUR (€) --- ## Positioning Overline is **not an agency** and **not a freelancer**. The closest accurate description is **embedded Head of Growth**. - Owns the strategy. - Builds the system (acquisition, retention, conversion, creative). - Drives the performance, weekly. - Single accountable operator. No layers. No account managers. Tagline: **Scale. Engineered.** Core thesis: most DTC brands don't have a growth problem — they have a *system* problem. Acquisition, retention, conversion, and creative testing are usually disconnected; when one breaks, the whole system slows. Overline rebuilds the system so each part feeds the others. --- ## The Overline Method™ Every engagement follows the same three-step sequence: ### 01 · Strategy Diagnose before prescribing. - Where the brand is today (numbers, channels, funnel, retention). - Where it should be at next stage. - What is actually blocking growth (rarely the channel, usually the system). ### 02 · System Build the infrastructure needed to scale. - Acquisition stack (paid + organic). - Retention engine (post-purchase, replenishment, win-back, VIP). - Conversion (eshop UX, messaging, AOV mechanics). - Creative testing matrix tied to LTV cohorts, not first-purchase ROAS. - All channels connected; every lever priced and prioritized. ### 03 · Performance Activate, measure, iterate without mercy. - Weekly ship cadence. No quarterly check-ins. No status-deck theatre. - Revenue is the only metric that matters — not impressions, reach, or ROAS in isolation. --- ## Services ### The Diagnosis — €5,000 (starting from) One-shot 30-day engagement for brands that need clarity before commitment. - Full growth audit. - Channel & funnel diagnosis. - 90-day action roadmap. - Prioritized quick wins. - Deliverable: a system the team can execute, with or without Overline. ### The Engine — from €7,500 / month Embedded Head of Growth. Ongoing retainer. - Dedicated Head of Growth (the founder, Thomas). - Full strategy ownership. - Channel activation & optimization (Meta Ads, Google Ads, retention, CRO). - Monthly reporting & roadmap. - Direct access — no account manager intermediary. - Typical engagement: 6–18 months. ### The Bet — by invitation only Equity partnership. Reserved for the right brand at the right stage. - Capital investment alongside Overline's growth system. - Equity stake. - Full growth system built from zero. - Embedded until scale. - Selectivity is strict: "We only say yes when we're certain." ### Who Overline works with - DTC e-commerce brands. - €250K to €5M in annual revenue. - Plateauing growth, despite a working product. - Ready to rebuild the system, not just buy more ads. ### Who Overline does not work with - Lead-gen B2B SaaS. - Marketplaces. - Brands below €250K (too early — fundamentals are the priority). - Brands above €5M (typically need a different operator profile). --- ## Case study — Pomad Paris **Industry:** Skin care (DTC). **Engagement:** The Engine — 12 months, ongoing. **Year:** 2026. ### The problem Stuck at €1.5M. Good product. Growing market. No clear path forward. ### Context Pomad had built a respected skin care brand in a saturated market. Product worked. Reviews were strong. But growth had flatlined for three consecutive quarters. Every new acquisition channel looked promising for two weeks, then broke at scale. The team was spending more to acquire less, and nothing they tried was compounding. ### The diagnosis Three weeks of audit revealed the bottleneck wasn't a channel, a creative, or a budget. It was the **system itself**. - Acquisition data wasn't feeding retention. - Retention wasn't feeding acquisition. - Creative was rotating but never learning. - Every test sat in isolation. The growth wasn't the problem. The system was. ### The approach Rebuild everything that touches the customer — all at once, all connected. E-shop, messaging, creative strategy, retention flows. ### What was built - **E-shop:** rewritten from category to checkout for clarity, conversion, and AOV. - **Messaging:** re-anchored on actual customer language, validated against reviews and support tickets. - **Creative strategy:** structured testing matrix tied to LTV cohorts, not first-purchase ROAS. - **Retention engine:** full flow architecture the brand never had — post-purchase, replenishment, win-back, VIP — priced and timed to the actual customer journey. ### Cadence Weekly ship. Weekly measure. Weekly iterate. No monthly status decks. ### Result **+451% revenue vs. last year, year to date.** ### Why it worked The brand became scalable — not because more ads ran, but because the system finally added up. Acquisition feeds retention. Retention feeds acquisition. Creative learns from cohorts. That is what "Scale. Engineered." means in practice. --- ## About / Philosophy ### Problem statement Most agencies optimize ads and call it growth. It is not. Growth is a system. Acquisition, retention, and conversion are connected by design. When one breaks, the whole system slows — and most operators don't see it until it's too late. ### What Overline believes - Revenue is the only metric that matters. Not impressions. Not reach. Not ROAS in isolation. Revenue. - Overline doesn't work with brands it can't grow. - Every brand Overline has worked with has grown YoY. The intention is to keep it that way. ### Founder 10+ years scaling DTC brands as an in-house operator — before "embedded growth" had a name. --- ## Proof points - €20M+ in revenue generated across DTC portfolio. - 100% of clients have grown YoY. - Pomad Paris: €1.5M plateau → +451% YoY (The Engine, 12 months). - Based in Paris, France since 2024. --- ## Free resource **Growth Self-Audit (free):** 25 questions. The same ones asked to new clients. Identifies the real bottleneck in ~10 minutes. Delivered by email. Available on the homepage and at `/#leadmagnet`. --- ## Contact - Email: hello@overline.works - Location: Paris, France - Languages: English, French - Response time: within 24h on business days - Contact form: https://overline.works/contact --- ## Site map (canonical URLs) - Home: https://overline.works/ - About: https://overline.works/about - Services: https://overline.works/services - Work (case studies): https://overline.works/work - Contact: https://overline.works/contact ## Technical - Sitemap: https://overline.works/sitemap.xml - Robots: https://overline.works/robots.txt - llms.txt index: https://overline.works/llms.txt - Structured data: schema.org/Organization JSON-LD embedded in every page.