Ed Ovenden
Co-Founder of The Lad Collective
About
Ed Ovenden is the Co-Founder of The Lad Collective, a multi-million dollar Australian D2C brand that disrupted a legacy retail industry. Launching the company alongside his brother in 2020, Edward recognized that even the most innovative products—like their functionally designed bed sheets with magnetic clips and corner tags—would fail without a razor-sharp acquisition strategy. Taking ownership of the brand's growth engine, he mastered the art of media buying, building the data-driven ad systems that scaled the bootstrapped startup into an international e-commerce success story now aggressively expanding into the US market. As a hands-on performance marketer and growth architect, Edward's superpower lies in bridging the gap between compelling creative and scalable ad architecture. He successfully navigated the complexities of iOS privacy updates, rising customer acquisition costs, and platform volatility by designing high-converting ad funnels across Meta and Google. By treating media buying as a scientific process, he has consistently engineered highly profitable campaigns that drive sustainable customer growth, proving that rigorous ad performance and authentic brand storytelling are the ultimate catalysts for D2C scaling. How Ed Can Help: 1. Media Buying Mastery: How to structure, launch, and scale highly profitable Meta and Google ad campaigns from scratch. 2. Creative Ad Strategy: Developing high-performing ad creatives and user-generated content (UGC) that stop the scroll and lower acquisition costs. 3. Data-Driven Scaling: How to read your ad data, troubleshoot failing funnels, and confidently scale daily ad spend without destroying your return on ad spend (ROAS). 4. Bootstrapping D2C Growth: Transitioning from founder-led organic marketing to building a robust, predictable paid acquisition engine. 5. International Expansion: Adapting media buying strategies and ad messaging to successfully enter and scale in the highly competitive US market.
Experience
Co-Founder at The Lad Collective
Bootstrapped and scaled an innovative D2C bedding brand to a multi-million dollar enterprise by architecting and managing its paid media acquisition engine.
Links from Ed
INSIDE an Australian eCommerce Company
Join the team from The Lad Collective as they document their ambitious journey to expand their Australian bedding brand into the U.S. market, specifically targeting Austin, Texas.
CHECKOUT Bill and Ed Ovenden from The Lad Collective
This episode of Add To Cart features brothers Bill and Ed Ovenden, founders of the bedroom brand The Lad Collective. The discussion explores their journey in developing innovative, user-friendly bedding solutions designed to improve sleep and hygiene for Australian men. The interview covers their entrepreneurial approach, including the importance of personalized PR, direct customer engagement, and the transition to data-driven business management through metrics like daily net profit. Additionally, the brothers share insights on retail trends and their perspective on the future of frictionless e-commerce.