HoneyBook Case Study
About HoneyBook
Founded in 2013, HoneyBook is a client management and payments platform for independent business owners. The software provides tools to automate all steps of the client flow - from brochures, proposals, scheduling and contracts to signatures, invoices and client communication.
Project Overview
Toby was hired initially as a consultant to guide HoneyBook, at that point a Series C stage company, through a period of aggressive user growth and build an in-house user acquisition team.
As the team and budget grew he was able to shift their media strategy to a full funnel approach to increase demand for the brand, adding CTV and programmatic channels while ramping up paid search, paid social and YouTube.
Achievements
Initially working with a sole direct report, and spending $200K a month, Toby grew the team to 12 people and efficiently scaled monthly spend to over $2 million, always remaining within an 18 month CAC payback period.
He helped establish intent signals throughout the onboarding funnel to power a predicted LTV model which helped the company acquire more valuable users.
Impact
Over a 3 year period ARR increased 8x which led to both Series D and E investment rounds at a $2.4 Billion valuation.
Performance focused creative examples
Brand creative examples
Static Ad Creatives
“Hiring Toby as a consultant at HoneyBook was one of the best decisions I made. From day one, he demonstrated exceptional leadership skills and a commitment to driving results. Toby’s strategic insights and collaborative mindset not only helped us efficiently scale customer acquisition but also fostered strong cross-team collaboration. His contributions were instrumental in driving continued growth which helped achieve significant milestones including our Series D and Series E fundraising rounds, at a valuation of $2.4 billion.”