Jure Knehtl

Growth Expert for International Scaling ECOM Brands

3x Founder | 2x CMO from 0 to 50M+ € in Europe | Now building my own eCommerce brand 🛠️

Hey, nice to meet you. I am Jure Knehtl (also called JK), driven by results, creativity, and being a distributor on the market.

In my career, I helped generate 300M+ € eCommerce revenue for my partners by developing a customized marketing mix to maximize the brandformance.

For the last 11+ years, I've been leveraging Meta ads, TikTok, Influencer marketing, scientific performance-oriented creatives, localization, and retention channels to help DTC brands grow.

Here are 3 of my biggest successes so far:
- Built the whole marketing department from scratch and reached an explosive growth of a bootstrapped eCommerce business from 0 to 50M € revenue in 4 years.
- Founded a Boutique DTC Performance agency WeScale, in 2020, that grew to 20+ team members and 5 Mio € revenue in 3 years.
- Hyper-Scaled a beauty brand from 0 to 100M € revenue in 3 years, profitability.
 
❤️ Growth, leadership & basketball.
🛠 Chasing the NEXT WIN.

Knowing that I have more to offer, I apply that same drive to work with established brands as well as brands looking to make that pro jump.

If you have a question or just want to exchange ideas - send me a message - I look forward to our conversation!

Want to get in touch about the potential collaboration, mentorship or a speaking gig?
Email me: jure.knehtl.digital@gmail.com

Chief Executive Officer

At WeScale DTC performance marketing agency, I am in charge of building an ecosystem and strategy to empower the growth of fast-growing DTC brands.

We built multiple 8-figure brands in Europe with the help of scientific creatives, behavior-driven media buying & advanced acquisition strategies.

WeScale performance 🚀 numbers:
• +152 Mio € revenue generated across all our clients
• +41 Mio € ad spend across Meta, TikTok & Google
• Scaled a business from 7 Mio to 25 Mio €
• 1.1 Mio € Revenue in 72 hours
• 27,000 products sold in 1 day

Click the links below and check our value posts 👀

Want to get in touch?
Email me: jure.knehtl@wescale.agency

Jure 🚀 Knehtl

I've:
🚀founded 2 of the fastest scaling agencies in the region 
🚀2x CMO from 0 to +50 Mio €
🚀Founded my own ecommerce brand
🚀Spoke on international stages and podcasts
🚀Worked on 40+ international expansion projects
🚀Generated +300 Mio € with FB ads

The truth is that I didn't do it alone. I had an amazing group of people behind me:

My wife and family
Friends
Incredible team members
Mentors and coaches
Therapist
Personal trainer
Business partners
Mastermind members

So like + 100 people to help me get to where l am...

Thank you all ❤️

I'll continue the journey - Far from done 💪

Founder/Growth CMO🚀 • Growth Advisor • 300M+ € Sales Generated in Europe • On a Mission to Scale Profitably

No alternative text description for this image

6 years ago, I was working with a founder from Sweden who already understood the:

CAC: Contribution margin 90-day ratio.

What an early adopter 🧠

So I was running Meta ads, and the target CAC was set based on the projected contribution margin from Lifetimely data.

Result: Superscale

Going from 0 to 12 Mio € in 14 months.

We beat the competition and took a significant market share.

No one in my circle was looking at profitability and acquisition this way back then.

Now, this is becoming the norm.

I love seeing how the game changes and how early adopters disrupt the market.

My 5 main learnings from my entrepreneurial journey: 
1) If you want to go far, don't go alone 
2) You will never be as smart as someone's experience 
3) Follow your passions but stay flexible 
4) Take some time off 
5) You will have to re-invent yourself multiple times on your journey 
 
I am grateful for everything that I am learning every single day and how I am getting better. 
 
What was your biggest learning so far?

Revenue feeds your ego. 
 
Profit feeds your business. 
 
Don't be blinded by revenue numbers and focus on profit because it is way better. 
 
It applies to the ECOM brands. 
 
It applies to any business. 
 
Remember that and grow profitably. ✌️ 
 
Have a good week.

Do less & do it better.

My mentor told me this, and I took it to heart. Focusing on things that work and doing more of them.

Forgetting about everything else.

Been scaling ever since 🚀

Underrated marketing tactic 💡 
 
Analyzing your competitors. 
 
Understand their: 
- Angles 
- Offers 
- Creative approaches 
- CRO tactics 
- Acquisition strategy 
- Retention flow 
 
Do the analysis at least bi-weekly. 
 
This can save you: 
- Time 
- Money 
- A lot of resources

Your Facebook ads won't work if: 
- your product is 💩 
- you have a broken business model 
- you have really bad reviews and an NPS score 
- you ignore creative strategy 
- you think the next media buying hack is going to save your poor performance 
- you are not constantly creating new content 
- if you are not systematically testing and just throwing spaghetti at the wall 
- you are not trying to improve things outside the ads manager 
 
What else is missing?

ECOM Startups 101: 
 
Product-market fit is the most important thing in your business. 
 
Don't read too much marketing stuff; try to build something that people want first. 
 
Build a product people love, then figure out how to sell it.

Quick scenario for e-commerce founders 👇

You’re doing €3–5M/year in revenue.

Meta is still working, but:
> CAC is creeping up
> Creative fatigue hits faster every month
> Scaling spend doesn’t scale profit

You have €150k to invest this quarter.

What do you do?
A️⃣ Hire an in-house performance marketer
B️⃣ Double down on creative production
C️⃣ Invest in retention (email, SMS, CRO)
D️⃣ Expand to a new channel or market
E️⃣ Fix unit economics before scaling further

There’s no “right” answer — but your choice says a lot about how you think about growth.

I’ve seen brands win (and lose) with every option above.

Curious — which one would you choose and why? 👇

Following the blended ROAS will slow down your (profitable) growth.

Still, most founders don’t know their:

- new customers(NC) ROAS, CAC, contribution margin per order, and AOV

- returning customers(RC) ROAS, CAC, contribution margin per order, and AOV

- CAC: Contribution margin 90-day ratio

These are crucial for profitable scaling.

9/10 times, when we launch whitelisting (partnership) ads on an account, they outperform everything else.

Different niches. Different budgets. Same outcome.

We combine:
- Different following sizes
- Different personas
- Content formats
- Copy angles

Been working especially well for acquiring new customers.

Not a hack — just how trust scales in paid media.

Use that insight however you want.

How Meta’s Andromeda changes quietly killed old e-commerce playbooks

If your Meta performance feels less predictable than 2–3 years ago, you’re not imagining it.

The Andromeda update changed how Meta decides what scales — and what dies.

Here’s what most brands still don’t fully understand 👇

Before Andromeda:
- Media buyers “controlled” performance
- Small tweaks = measurable improvements
- Structure > creative
- Winning audiences could scale for months

After Andromeda:
+ Meta optimizes at the system level
+ Structure matters less, signals & diversity matter more
+ Creative quality beats targeting hacks
+ Learning phases punish weak inputs fast

In simple terms:
👉 Meta stopped rewarding media buying tricks
👉 Meta started rewarding real businesses with strong signals

What actually wins now:
✅ High-volume, high-quality creative
✅ Clear product-market fit
✅ Clean conversion signals (AOV, CVR, retention)
✅ Fewer, stronger campaigns — not 50 ad sets
✅ Patience through learning instead of constant “fixing”

The brands struggling most?

Those still trying to:
- Out-structure the algorithm
- Force scale with budget instead of personas, angles, offers
- Blame Meta instead of fixing the business

The brands scaling?

They treat Meta as:
+ a demand amplifier — not a demand creator.

Meta didn’t break e-commerce.

It exposed weak systems.

If you’re running Meta right now, what changed the most for your brand since Andromeda?

What separates brands that scale past €10M vs those that plateau

After 11+ years in e-commerce, here’s the uncomfortable truth:

Most brands don’t stall because of traffic or ads.

They stall because the business stops evolving.

Here’s what I consistently see 👇

Brands that plateau at €2–5M:
- Chase ROAS instead of contribution margin
- Rely on 1 channel (usually Meta)
- Optimize ads, but ignore retention
- Make decisions based on “what worked last year”
- Founders are still in execution mode, not leadership mode

Brands that break past €10M:
+ Know their true numbers (LTV, CAC payback, margin by channel)
+ Build systems, not hacks
+ Treat creative as a growth engine, not an afterthought
+ Invest early in retention (email, SMS, repeat purchase)
+ Founders shift from “doing” → “designing the machine”

The biggest difference?

€10M brands stop asking:
👉 “How do we get cheaper clicks?”

And start asking:
👉 “How do we build a business that compounds?”

That’s when growth stops being fragile — and starts being scalable.

If you’re stuck in the €1–5M range and feel like you’re pushing harder every month for the same results, it’s usually not a marketing problem.

It’s a system problem.

Curious — what do you see as the biggest blocker to scaling right now?

Why is January rough for acquiring new customers?

A) Zero gifting pressure
This shifts customers into:
“Do I really need this today?” territory

B) Financial recovery period
After holidays:
- credit card bills hit
- less discretionary spending
- paycheck cycle mid-month matters more
- people delay non-urgent purchases

C) No urgent problems to solve
January consumer problems are:
- health
- self-development
- weight loss
- gym
- organization
- supplements

If you are one of them, HAPPY SCALING 🚀

For the rest of you, here are some options:
> Explore new messaging 
Self-Improvement, Fresh Start trigger, Replacement Cycle

> Craft new exclusive (bigger) bundles 
Because they convert the rational brain:
“This makes logical sense. I’ll save now and stock up”

> Attach product to a Goal for the customers set for themselves
Speak about how the product is going to help them reach their goals faster, better 
  
> Creative Refresh
January requires different creative than Q4

> Reallocate Budget & focus
Shift away from aggressive broad acquisition campaigns (for 2–4 weeks). Shift towards returning customers via Email/SMS, and you may also include them in your ads

Not all the budget, just part of it that is higher then ussual.

These are common Q1 optimization rhythms for DTC.

For my brand, we already made some adjustments:
📈 better offers for acquisition
📈 exclusive offers for retention
📈 messaging angles
📈 creative testing
📈 scaling tactics
📈 gathering social proof

.. and it works!

What else is missing from the January DTC survival guide? ;)

I never forgot the words from a HubSpot speaker on Web Summit…

It was 2017, and I was attending my first international event with my friends.

From all the speeches, something stuck with me more than anything else.

It was about how the investment between buying advertising space vs. the creative production switched on TV 📺 

First it was just about being on TV being enough, even with the 💩 creative. The more time passed, the more brands needed to invest to be relevant and effective on the platform.

“And on social media, it will be the same.”

And it was Facebook, Instagram, Snapchat, Pinterest, YouTube, TikTok, etc.

>> The more mature it gets, the bigger the role creative plays. 

I sadly don’t know the name of this guy, but this fact changed the path of my career.

Since then, I always prioritized CREATIVE as the needle-mover to success.

What I did then:
> internal studio
> external shooting teams 
> Influencers
> Content creators
> Employee-generated content
> Customer-generated content
> Namings and analytics for measurement
> Creative sprints
> Hire more internal people to content department

We invested more in creatives, and we got better results every time.

 8,5 years later, this mindset still works, but the methods are evolving.

Most e-commerce brands obsess over ROAS & CPC.

But there’s one leading indicator of sustainable scale that almost no one talks about:

👉 CAC payback period by product and by channel.

Here’s what I see in successful brands:
• It’s tracked weekly
• It drives budgeting decisions, not “gut”
• It predicts scaling viability before traditional KPIs

If your CAC payback is trending up — even with good ROAS — that’s a red flag.

A good rule of thumb:
If you can’t pay back CAC within 30 days, the margin gets fragile real fast.

Curious —Do you track payback period weekly or monthly?

What’s your current payback trend telling you? 👇

3 ways for an ECOM business to grow:

- Increase the number of customers
- Increase the average transaction with each customer
- Increase the frequency of customer transactions

CEO at Adslux.com - We help health & supplement brands scale to $50M+ through profit-focused growth marketing strategies.

After scaling several subscription models to 8-figures over the years, I started noticing some patterns — particularly within the owners and executives…

In an effort to be ‘lean’ they would stretch themselves really thin, especially in the marketing department.

As a result, they pour seemingly endless hours and healthy budgets into low-performing initiatives.

Maybe they’d "experiment" with an agency… or three. Next thing they’d know, they’d be:
🧨 wasting their valuable marketing budget on angles and ideas that produced mediocre results because they lacked precise attribution
🧨 juggling a revolving door of agencies, resulting in low-performing ‘Frankenstein’ projects that delay your company’s potential rapid growth
🧨 stuck in ‘freemium limbo’,  lacking the right strategies for converting free users into happily paying subscribers
… the funny part? They really wanted to focus on making better products… and more money all along!

That’s when I developed the ScaleEngine Framework. It’s a 4-step process that removes SaaS founders from marketing, while helping them understand their customers on a deep psychological level.

With it, they’re able to position themselves for success, and run campaigns that convert so they can:
✅ position their company as an industry leader so they can set themselves up for a lucrative capital raise or company sale
​✅ implement profitable, industry-leading pricing models that increase revenue by as much as 3.4x
​✅ firmly understand what’s working, what isn’t — and most importantly, why for consistently higher return on your marketing dollars
​✅ spend less time marketing, and more time developing your product and growing your company

In fact, I’m sharing this ScaleEngine Framework…
The same framework I used to help a subscription model scale from $0 to $50M in ARR within 17 months — step-by-step!

I’ll be going over it, in detail as part of my free, one-hour webinar.

Click here to attend: https://www.linkedin.com/events/7315680019295391745/

Lucian Armasu

Here are 4 things we learned as we made a $1M-value brand spot for Lufthansa with AI for under $10k to celebrate its 100-year anniversary.

Most AI creators get these wrong.

1. The prompt is 10% of the work.

Everyone obsesses over prompting.

The Lufthansa spot required: Storyboarding (2 days). Shot selection (200+ generations). Post-production (40+ hours). Sound design (20+ hours).

The AI generation itself? Maybe 5% of total effort.

Craft beats prompts.

2. Use multiple AI models.

One tool can't do everything.

Our stack: Nano Banana Pro for character creation, Veo 3.1 for animation, 

Kling for human motion. Envato for music.

The best creators use 5+ tools. The worst use 1 and complain about quality.

3. Sound design is 50% of believability.

A silent AI video looks fake.

The same video with ambient room tone, footsteps, paper rustling, and subtle music looks like a real production.

Audio is the cheapest way to dramatically increase quality.

4. Generate 10x, use 1x.

For 17 final shots, we generated 200+. For sound, we tested 50+ samples.

The magic isn't in generation. It's in curation.

Your taste is the moat. Not your prompt engineering.

Bonus: The models improve every 8 weeks.

What was impossible in October is easy in January.

The Lufthansa spot would have been unwatchable 6 months ago. 6 months from now, we'll make it in half the time.

This is the worst AI video will ever be. And it's already broadcast-quality.

Want to a spot like the Lufthansa one for your brand? Reply SPOT and I'll send you the instructions for next steps.

We're building 5 case studies at a discounted price in February (the lowest you'll ever get for a spot like this).

If your brand needs broadcast creative without broadcast budgets — this is the window.

CEO, Adslux | Product X Marketing Strategy | I help businesses find and implement the highest-leverage opportunities to accelerate their growth.

Feels good to help people unlock new growth opportunities in their business. This is why I do what I do.

Does an ad always need a hard Call to Action? 

We've received some amazing feedback on the Lufthansa brand spot so far. 

But the best feedback came from someone that made me realize we achieved all of the objectives we had for this spot. 

From the start, we wanted this to be a powerful emotional story that makes people appreciate and like Lufthansa as a brand, as the perfect way to celebrate it's 100th year anniversary.

Here's what he said:

"It resonated with me so much that I'm still thinking about it.

It triggered a sense of nostalgia for people from my past.

It wasn't a direct sales pitch; it didn't trigger an immediate impulse to book a flight.

But I thought it was highly effective for brand building.

I now associate the brand with warmth and familiarity.

If all else is equal, I'm now more inclined to choose Lufthansa for my next flights."

Did you see the video? Tell me in the comments what you thought about it.

Most SaaS apps are not optimizing for UX and CRO for years into their product lives, and it hurts their customer acquisition costs and growth.

I fix the leak between signup and paid for AI SaaS | Founder at Revensi & BuyerSense AI

I audited 34 YC (W26) SaaS homepages.

The result? 0/34 scored 80+ (an ‘A’) ❌

The average score was 61/100. In school, that’s a C-.

Most founders treat their homepage like a brochure. It’s not. It’s your best sales rep and it should be closing 24/7.

After analyzing the data, most pages broke down in three specific areas:
- Strategic Clarity & Narrative: 68% failure rate
- Trust / Product Evidence: 94% failure rate
- UX/Navigation: 74% failure rate

And yes, even if you’re early-stage, these basics still matter.

Here are the 3 patterns I saw across all 34 audits:

1. The “What Changes?” Gap (Narrative Failure)
68% of the batch failed to clearly explain the before → after in the first 5 seconds. Too many heroes describe what the product is instead of what changes for the buyer. If the outcome isn’t instantly obvious, people bounce.

🏆 Winner: Didit (YC W26) (Outcome-first narrative + clear “new way” positioning).

2. Trust Without Proof (Trust Failure)
94% of the batch failed to provide real product evidence. "Backed by YC" adds credibility, but buyers need proof. If you don’t show real UI, real outcomes, or real customer evidence, it feels like vaporware.

🏆 Winner: Bidflow (High-fidelity UI + clear proof signals right away).

3. The Self-Serve Blocker Wall (UX Failure)
74% of sites make it too hard to evaluate. They hide Pricing, Security, and Integrations behind a "Book a Demo" wall or bury key info. Buyers don’t want a call just to check basics.

🏆 Winner: Didit (YC W26) (Pricing, Docs, and Security are all easy to find and one click away).

🥇 The Standout of the Batch: Didit (YC W26)
Top score: 78/100. Why? They lead with an outcome-first narrative ("Stop losing users...") combined with total buyer transparency.

Quick question for the builders: Which one is hurting your conversion the most right now?

1️⃣ Proof (Missing "Metric + Person" evidence) 2️⃣ Friction (Hidden pricing or forced waitlists) 3️⃣ Clarity (No real UI shown)

Let me know in the comments👇

taplio

The Battle

Jure 🚀 Knehtl

Lucian Armasu

Followers

Posts

Engagements

Likes

Performance ScoreJure 🚀 Knehtl's LinkedIn Performance

Performance ScoreLucian Armasu's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Jure 🚀 Knehtl

Lucian Armasu

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Jure 🚀 Knehtl's LinkedIn Performance

Performance ScoreLucian Armasu's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreJure 🚀 Knehtl's LinkedIn Performance