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Case study / TourHero

From 70 to 1,229 creator calls a week.

Johann Rymill built TourHero's creator acquisition engine as Head of Growth Engineering, turning fragmented acquisition into a scaled, measurable operation.

11,443 email-sourced calls$9M direct revenue

Weekly creator calls

70 → 1,229

+17.5× growth
Weekly creator calls increased from 70 to 1,229 in seven monthsThe reported endpoints are 70 weekly calls at launch and 1,229 in month seven. The intermediate curve is illustrative of the growth direction.12009006003000M1M2M3M4M5M6M71,229/wk
The intervening curve is illustrative; the reported measurements are 70 weekly calls at launch and 1,229 in month seven.
Dominance93.7%of all booked creator calls
Scale260×email capacity: 250 → 65,000/week
Sustained growth40% MoMmonth-over-month growth
Volume$100M+gross merchandise volume
Revenue$9Mdirect revenue generated
Engagement9%average reply rate

Attribution breakdown

12,216 calls booked

[7 months]

Email outreach infrastructure11,443 calls · 93.7%
Paid ads633 calls · 5.2%
All other channels140 calls · 1.1%

Impact: Paid ads were discontinued. The system was rebuilt as Caivex.

The work

A channel that became the growth engine.

Dedicated outreach infrastructure expanded sending capacity from 250 to 65,000 emails a week. Research, targeting, personalized outreach, and reply handling were organized into one operating engine.

Weekly creator calls grew 17.5× in seven months. Email outreach accounted for 11,443 of 12,216 booked calls, while the business generated $9M in direct revenue and more than $100M in gross merchandise volume.

The next chapter

Rebuilt as Caivex.

After leaving TourHero, Johann rebuilt the approach as Caivex for platforms and brands. Each operation is shaped around its market, creator criteria, and conversion goal.

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