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How Jennifer Anniston’s LolaVie brand grew sales 40% with CTV ads

For its first CTV campaign, Jennifer Aniston’s DTC haircare brand LolaVie had a few non-negotiables. The campaign had to be simple. It had to demonstrate measurable impact. And it had to be full-funnel.

LolaVie used Roku Ads Manager to test and optimize creatives — reaching millions of potential customers at all stages of their purchase journeys. Roku Ads Manager helped the brand convey LolaVie’s playful voice while helping drive omnichannel sales across both ecommerce and retail touchpoints.

The campaign included an Action Ad overlay that let viewers shop directly from their TVs by clicking OK on their Roku remote. This guided them to the website to buy LolaVie products.

Discover how Roku Ads Manager helped LolaVie drive big sales and customer growth with self-serve TV ads.

The DTC beauty category is crowded. To break through, Jennifer Anniston’s brand LolaVie, worked with Roku Ads Manager to easily set up, test, and optimize CTV ad creatives. The campaign helped drive a big lift in sales and customer growth, helping LolaVie break through in the crowded beauty category.

Learn more.

Welcome to another issue of The Beyond The Beat - Where we build legacy, crush chaos, and hand out no-fluff business wisdom for those who’ve worn the badge and now wear the boots of an entrepreneur. 💼 🚔

If you know another officer out there juggling their shift and a side hustle—send this their way.

Brotherhood doesn’t stop at retirement.

👮‍♂️ THE EXIT PLAN OFFICERS NEVER BUILD

Retirement Doesn’t Create Freedom — Preparation Does

Most officers think retirement is the finish line.

It isn’t.

It’s the handoff.

The moment when the badge comes off…
and whatever you built outside the job has to carry the weight.

Here’s the problem.

Most officers never build the bridge.

They assume the pension will be enough.

They assume the side hustle will “figure itself out.”

They assume retirement will magically feel like freedom.

But the truth?

Freedom only exists if the system is already running.

Otherwise retirement just creates a new kind of stress.

🔥 IDENTITY SHIFT OF THE WEEK

From:

“I’ll figure it out when I retire.”

To:

“My exit is already in motion.”

Big difference.

Hope is emotional.

Plans are operational.

The officers who transition smoothly didn’t guess their way out.

They built an exit system while still wearing the uniform.

Because waiting until retirement to build your next chapter…

Is like starting a fire after the temperature drops.

Too late.

⚠ THE RETIREMENT GAP

Most officers experience something I call The Retirement Gap.

It looks like this:

• Pension covers part of the bills
• Savings fill temporary gaps
• The side business is still inconsistent
• Stress quietly replaces the paycheck

This is where confidence disappears.

Not because the officer lacks discipline.

But because the business was never designed to replace the badge.

A side hustle is not automatically an exit strategy.

It becomes one only when it produces predictable income.

⚙ THE EXIT PLAN FRAMEWORK

This isn’t complicated.

But it does require intention.

Think of it as four operational stages.

STEP 1: Stabilize Revenue

The first mission is predictability.

Random clients don’t build exits.

Recurring income does.

Focus on services that create repeat engagement:

• Monthly contracts
• Retainer agreements
• Recurring service packages

Predictable revenue turns a side hustle into a financial bridge.

Without this step, everything stays uncertain.

STEP 2: Build Simple Systems

Most officer businesses rely on one person.

You.

That works until you want time back.

Start documenting the essentials:

• How new clients enter your business
• How services are delivered
• How pricing is structured
• How work gets scheduled

Systems reduce chaos.

Chaos kills growth.

A simple process beats constant improvisation.

STEP 3: Remove Yourself as the Bottleneck

This is where real businesses separate from side hustles.

If every task depends on you…

The business can’t grow.

Start small.

Delegate the tasks that drain time but don’t require your expertise.

Examples:

• Scheduling
• Admin work
• Follow-ups
• Basic service support

You’re not just doing work anymore.

You’re building an operation.

STEP 4: Build the Income Bridge

Before leaving the badge, your business should reliably produce:

50–70% of your current paycheck.

This changes everything.

Because now you’re not gambling your future.

You’re simply transitioning into it.

Pressure drops.

Confidence rises.

Momentum accelerates.

🧠 MINDSET REFRAME

Retirement shouldn’t be the start of your plan.

It should be the confirmation that your plan works.

The job gave you discipline.

Structure.

Operational thinking.

Those same traits are entrepreneurial superpowers when applied correctly.

But the mission must be clear.

Build the bridge.

Then cross it.

🧱 HARD TRUTH

Many officers retire…

and immediately start searching for another job.

Not because they want to.

Because they have to.

That’s not freedom.

That’s relocation.

A real exit plan ensures your next chapter is already producing income before the badge comes off.

🔁 REPEATABLE QUOTE

Read that again.

Freedom isn’t granted by the calendar.

It’s built by the systems you create before that date arrives.

📈 BIG IDEA RECAP

• A pension alone rarely creates financial freedom
• A side hustle becomes an exit strategy only when income stabilizes
• Systems turn effort into predictability
• Delegation unlocks growth
• Preparation turns retirement into freedom

Before this week ends:

☑ Identify one step toward stabilizing revenue
☑ Document one repeatable process in your business
☑ Delegate or simplify one time-draining task
☑ Define your income bridge target

The badge taught you discipline.

Now use that discipline to build your exit.

Because when the day finally comes to walk out that gate…

You shouldn’t be wondering what comes next.

You should already be living it.

Want a clearer path from side hustle to six-figure business?

Download the Financial Success Blueprint: Transforming Your Independent Business Into A Profit Powerhouse

Built specifically for law enforcement officers and first responders, this guide gives you:

🧠 Tactical steps to align your hustle with your financial goals

🛠 Simple tools to scale without burnout

💡 A roadmap to true financial freedom on your terms

👉 Click here to grab your free copy here:

https://beatlinecapital.co/free-resource

Kevin St John
Business Strategist, Beatline Capital