Why letting go unlocked a 4x ROAS month

Hey there, it’s Patrick from TVG.

For a long time, Emy was doing everything.

→ Designing every product

→ Running Meta ads late at night

→ Managing Black Friday chaos

→ Cleaning up after bad agency experiences

All while trying to scale a fast-growing apparel brand.

She said it best:

“Something had to give.”

Here’s what changed

In just the first few months after working together:

→ Highest revenue month ever

→ 4x return on ad spend on Meta

→ Black Friday executed without chaos

→ Less stress. More control.

And for the first time in a long time…

she wasn’t glued to Ads Manager at midnight.

Why this story matters

Burnt Toast wasn’t broken.

The brand was strong.

The product was dialed.

Demand was already there.

The real problem?

Everything lived inside the founder’s head.

That works… until it doesn’t.

The turning point

Emy told us something we hear constantly from founders:

“It’s hard to give parts of your business over. It’s like another child.”

But holding onto everything was the thing holding the brand back.

Once execution moved off her plate:

→ Ads stabilized

→ Email + SMS finally worked together

→ Design stayed on-brand

→ Decisions got faster

→ Stress dropped immediately

Not because of magic.

Because of leverage.

The moment that said it all

After November wrapped, Emy said:

“I would hands down say this is my best investment, besides inventory.”

Her ROAS never dipped below 4x.

She stopped second-guessing Meta.

And she finally had time to build again.

That’s the real win.

We recorded the full conversation

We break down:

→ Why past agencies failed

→ What changed once Emy stopped doing everything herself

→ How Black Friday actually ran behind the scenes

→ What she’d tell any burnt-out founder right now

👉 Watch the full interview here:

From Burnout to 4x ROAS: How This Apparel Brand Hit Its Highest Month Ever

If you’ve ever felt stretched thin - this one will hit.

If this feels uncomfortably familiar

If you’re the founder doing:

→ The thinking

→ The execution

→ The fixing

→ The late nights

That’s not grit.

That’s a bottleneck.

If you want a clear look at what you should keep doing, and what you shouldn’t be touching anymore:

👉 Book your Audit Call here.

Growth shouldn’t cost you your sanity.

Talk soon,

Patrick O’Driscoll

CEO, TVG

PS: Most founders don’t need to work harder. They need to let go sooner.