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Generated Oct 23, 2026
  1. Programmable
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growth playbook · Oct 23, 2026

getquip.com (opens in a new tab)

quip growth playbook

Diagnosis

quip is a well-known brand (12 million+ mouths, 9,000+ site reviews, a 4.79-star app) entering a new chapter: it is hiring a Chief Growth Officer to own brand, content, paid and the digital commerce P&L with a mandate for profitable growth, a Director of Content to turn content into revenue online and at the shelf, and a Marketplace Operations Manager for Amazon and TikTok Shop.

The gaps are close to revenue: guides and pages still push a sold-out flagship, discount codes are public in the sitemap, retail buyers are invisible after purchase, and content, retail and marketplaces are measured apart.

This playbook fixes those first, then builds creator, review, refill and benefits engines that a lean team can run.

Growth Score

7/10

Biggest Opportunity

Turn existing traffic, reviews and retail buyers into subscribers: in-stock alternatives on Ultra pages, warranty registration as a refill sign-up, and reviews syndicated to retail shelves.

Biggest Risk

Oral-B, Sonicare, Burst and Waterpik compete with bigger budgets and dental-pro claims; growth bought with discounts and media erodes margin before quip shows a clear profitable path.

01

Start here

The three moves to make first. Each one is written up in full below.

  1. 1

    Your "best sonic toothbrush for 2026" guides send readers to a sold-out Ultra: give them an in-stock brush

    Add an "Available now" Ultra Lite block to the Ultra collection page today.

    High impact First result in 1 week
  2. 2

    Take the discount-code pages out of the sitemap and search results

    List every live code and whether its offer is still meant to run.

    High impact First result in 2 weeks
  3. 3

    Show the FSA/HSA path on product pages and in the cart, not just on one page

    Add the line to the water flosser page.

    Medium impact First result in 1 month

02

Your idea portfolio

22 ideas, grouped by when to run them. Open any idea for how to run it: the steps, who to approach, copy you can use, and how to measure it.

  • 7 ideas are marked Unexpected: plays you are unlikely to have tried.

Every idea placed by the effort it takes against the impact it could have. Quick wins sit top left; select a number to open that idea. The filters below narrow the list by status, timing, category and what Programmable can build.

Effort vs impactEach number is an idea. Select one to open it.
Impact →
Quick wins · 4Big bets · 9Fill-ins · 5Reconsider · 4
Effort →

Showing 22 of 22 ideas

This week 6

Quick wins with a clear first action.

  • 01

    The quip Ultra ($110) is sold out in all five colours, yet the guide "The Best Sonic Electric Toothbrush for 2026" and five other Ultra-themed guides still steer readers to it, the Ultra collection page still says "Subscribe today", and the menu still lists it. The Ultra Lite ($65) and the Rev Smart are in stock, but these pages only mention the Ultra Lite in the menu. The new Director of Content is hired to make content a revenue driver, and today the best-ranking guides end at a waitlist.

    High impactLow effort First result in 1 week Head of E commerce

    First action

    Add an "Available now" Ultra Lite block to the Ultra collection page today.

    How to measure it

    Orders from Ultra pages and guides

    Now
    –
    Target
    Back to pre-stockout levels
    By
    30 days

    Steps

    1. 1

      Size the leak

      Sessions on Ultra pages and the six guides in the last 30 days, and waitlist sign-ups.

      Head of E-commerce 1 day

    2. 2

      Build the block

      Ultra Lite and Rev Smart side by side, with add to cart.

      Head of E-commerce 2 days

    3. 3

      Place it

      Five Ultra product pages, the Ultra collection and six guides.

      Head of E-commerce 1 day

    4. 4

      Email the waitlist

      Ultra Lite offer with a refill plan; restock note for those who prefer to wait.

      Lifecycle Marketing Manager 2 days

    5. 5

      Rewrite the guides

      Cover the full sonic line, not one model.

      Director of Content 1 week

    6. 6

      Set the rule

      Stock check before any guide, ad or email links to a product.

      Director, Marketplaces 1 day

    7. 7

      Measure

      Orders and subscriptions started from these pages.

      Head of E-commerce weekly

    First result
    1 week
    Cost
    Staff time only
    Owner
    Head of E commerce

    Smallest test

    Add the block to the top Ultra guide and compare add-to-cart rate for two weeks.

    Why it works

    While the Ultra is out, put an "Available now" block at the top of each Ultra product page, the Ultra collection and the six Ultra guides, showing the Ultra Lite and the Rev Smart side by side (price, battery, pressure sensor, refills) with an add-to-cart button. Keep "Notify Me When Available" below it. Send everyone on the Ultra waitlist an email offering the Ultra Lite with refills, and update the guides to cover the whole sonic line. Add the same rule to the content calendar: no guide links to a product that is out of stock.

    Readers of a "best toothbrush" guide are ready to buy that day; a waitlist loses most of them. Pointing them to an in-stock sibling keeps the sale, the subscription and the customer inside quip instead of a rival's page.

    Ready to use

    ChecklistOut-of-stock content checklist

    [ ] Ultra product pages: "Available now" block above the waitlist
[ ] Ultra collection: replace "Subscribe today" while out of stock
[ ] Six Ultra guides: in-text links to in-stock models
[ ] Menu: label the Ultra "Notify me"
[ ] Waitlist email: Ultra Lite plus refills
[ ] Ads and email: stock check before launch
[ ] Remove the block when the Ultra is back

    Risks and how to handle them

    • Shoppers who want only the Ultra

      Keep the waitlist and restock message visible.

    • Ultra Lite cannibalises the Ultra when it returns

      Remove the block on restock and compare margins by model.

    Evidence

    • Your websitequip Ultra Next Generation Smart Sonic Electric Toothbrush ($110): all five colours (Stone, Dusk, Moss, Onyx, Eclipse) show "Sold out" with "Notify Me When Available" (checked October 22, 2026); the product has a 4.5 rating from 376 reviews; all five product pages are still in the sitemap; the Ultra collection page still ends "Ready to switch to quip Ultra?" and "Subscribe today", and the menu lists "Ultra Smart Sonic Toothbrush". The Ultra Lite ($65, launched February 2026) is in stock in four colours.Source
    • Your websiteGuide pages: "The Best Sonic Electric Toothbrush for 2026" is about the Ultra ("Why the quip Ultra Is the Best Sonic Electric Toothbrush for 2026") and its in-text product link goes to a sold-out Ultra colour; six guide URLs are built around the Ultra; the Ultra Lite appears on these pages only in the site menu. About 20 buying and how-to guides sit under /pages/ alongside a separate blog.Source
    • HiringDirector of Content (Brooklyn, open since July 28, 2026): "Content at quip is a growth engine, not a cost center"; "as obsessed with driving customers into Target, Walmart, and the shelf as with any online sale"; an "always-on, high-cadence content operation" across TikTok, Instagram and YouTube, plus Pinterest; "TikTok Shop, live/social selling, and emerging content-driven marketplaces (e.g., Whatnot)"; an "always-on creator/influencer engine and an owned community"; and "measurement that connects content to consideration, engagement, and revenue".Source
    • HiringChief Growth Officer (Brooklyn, posted October 20, 2026): owns "brand, content, influencer, partnerships, and paid media, together with the digital commerce P&L", with the Head of E-commerce reporting in; "profitable growth" and "not growth at any cost"; "creative offers, pricing and promotion, limited-edition drops, social and live commerce, referral and retention"; "the clever mechanic over the big media buy"; and "modern tooling and AI" so "a lean team punches far above its weight". quip "reaches customers across DTC, Amazon, marketplaces, and major retail".Source
  • 02

    Eight promotion pages have URLs that spell out a discount code and its value, and about 30 offer terms pages are in the sitemap and indexable. One offer ended in September 2025 and is still live, and one page names a different code in its text than in its title. Coupon sites and AI assistants read sitemaps, so codes meant for partners and perks reach full-price shoppers. The new CGO is asked for "profitable growth" and smarter "pricing and promotion".

    High impactLow effort First result in 2 weeks Head of E commerce

    First action

    List every live code and whether its offer is still meant to run.

    How to measure it

    Sitewide-code orders

    Now
    –
    Target
    -20%
    By
    60 days

    Steps

    1. 1

      Inventory codes

      Every code, owner, end date and usage.

      Head of E-commerce 1 day

    2. 2

      Expire old ones

      Codes past their end date.

      Head of E-commerce 1 hour

    3. 3

      One terms page

      Plain URL with all current terms.

      Head of E-commerce 1 day

    4. 4

      Noindex the rest

      And drop them from the sitemap.

      Head of E-commerce 2 hours

    5. 5

      Limit partner codes

      Single-use or one per customer.

      Partnerships Manager 1 week

    6. 6

      Watch usage

      Code share of orders and margin.

      Finance weekly

    First result
    2 weeks
    Cost
    $0
    Owner
    Head of E commerce

    Smallest test

    Noindex the five oldest code pages and watch code usage for a month.

    Why it works

    Move all offer terms to one /pages/offer-terms page with plain names (no code in the URL), add noindex to the old pages and remove them from the sitemap, expire codes whose offers have ended, fix the page whose text and title disagree, and make partner codes single-use or limited per customer. Track the share of orders using a code each week.

    Every leaked sitewide code cuts margin on an order that would have happened anyway; tidying the pages costs a day.

    Risks and how to handle them

    • Partners lose a promotion page they link to

      Redirect each old URL to the shared terms page.

    Evidence

    • Your websiteSitemap (505 URLs, read October 22, 2026): 8 promotion pages whose URLs spell out a discount code and its value (several "sitewide", up to 20% off) and about 30 offer and reward terms pages, all indexable with self-canonicals; one ran in late August to early September 2025 and is still live; on another the page title names one code and the terms text names a different one. Partner-only products (a deals-site edition of the Rev and the water flosser at lower prices) are in the public product feed.Source
    • HiringChief Growth Officer (Brooklyn, posted October 20, 2026): owns "brand, content, influencer, partnerships, and paid media, together with the digital commerce P&L", with the Head of E-commerce reporting in; "profitable growth" and "not growth at any cost"; "creative offers, pricing and promotion, limited-edition drops, social and live commerce, referral and retention"; "the clever mechanic over the big media buy"; and "modern tooling and AI" so "a lean team punches far above its weight". quip "reaches customers across DTC, Amazon, marketplaces, and major retail".Source
  • 03

    quip already has a medical expenses page with a Letter of Medical Necessity, but shoppers only find it from the footer. People with FSA, HSA or HRA money look for "FSA eligible" before they buy a premium brush or water flosser.

    Medium impactLow effort First result in 1 month Head of E commerce

    First action

    Add the line to the water flosser page.

    How to measure it

    Product page conversion

    Now
    –
    Target
    +5%
    By
    60 days

    Steps

    1. 1

      Approve wording

      Plain eligibility statement.

      Sr. Regulatory & Quality Systems Engineer 2 days

    2. 2

      Add the line

      Brushes, flossers and cart.

      Head of E-commerce 1 day

    3. 3

      Promote the letter

      One-tap PDF from the product page.

      Head of E-commerce 1 day

    4. 4

      Ask about card checkout

      HSA/FSA card acceptance.

      Finance 1 week

    5. 5

      Email

      A note to subscribers with benefit accounts.

      Lifecycle Marketing Manager 1 week

    6. 6

      Measure

      Clicks and conversion.

      Head of E-commerce monthly

    First result
    1 month
    Cost
    Staff time only
    Owner
    Head of E commerce

    Smallest test

    Add the line to one product page and track clicks.

    Why it works

    Add an "FSA/HSA: see how" line under the price on brushes and water flossers and in the cart, linking to the existing page. Ask the regulatory engineer and legal to approve the wording, and ask the payments provider whether a direct HSA/FSA card checkout is possible.

    It removes a reason to wait or to buy cheaper, especially for higher-priced brushes and bundles.

    Risks and how to handle them

    • Eligibility varies by plan

      Keep the "ask your administrator" step in the copy.

    Evidence

    • Your websiteMedical expenses page: dental-related purchases may be covered by an FSA, HSA or HRA; the shopper must ask their administrator, have a dentist complete a Letter of Medical Necessity (PDF provided) and submit it if required.Source
    • Your websiteHomepage: "Over 12 million mouths and counting", "9119 Reviews", "Dentist-Recommended Oral Care, Delivered"; nine bundles from $29.96 (Sonic Travel) to $90.10 (Ultra Lite bundle); "Free standard US shipping on all orders $70+ AND on all orders including a subscription"; a "Build your gift" kit with a free Refresh Bag; awards badges.Source
    • HiringSr. Regulatory & Quality Systems Engineer (posted September 9, 2026): owns "regulatory strategy across current and future markets" and builds quip's regulatory and quality infrastructure "as we expand into new categories and markets", reporting into Hardware with accountability to the Consumables Lead.Source
  • 04

    The Director of Content is asked to drive customers to Target and Walmart as much as online. The Find a Store page lists Target, Walmart, CVS, HEB and Walgreens and has a locator, but does not show which quip products each retailer carries or link to them.

    High impactLow effort First result in 1 month Director of Content

    First action

    Collect each retailer's quip product links.

    How to measure it

    Retailer click-outs

    Now
    –
    Target
    5,000 a month
    By
    90 days

    Steps

    1. 1

      Collect links

      Each retailer's quip pages.

      Head of Sales 2 days

    2. 2

      Build rows

      Products and pickup links per retailer.

      Head of E-commerce 3 days

    3. 3

      Tag links

      Tracked by retailer.

      Head of E-commerce 1 day

    4. 4

      Use in content

      Retail-focused social posts.

      Director of Content ongoing

    5. 5

      Share with buyers

      Monthly click report.

      Head of Sales monthly

    6. 6

      Refresh

      When ranges change.

      Head of Sales quarterly

    First result
    1 month
    Cost
    Staff time only
    Owner
    Director of Content

    Smallest test

    Add Target and Walmart rows first.

    Why it works

    Add a row per retailer with the products it stocks, a "buy online for pickup" link to that retailer's quip page, and the warranty-registration link. Use the page as the destination for retail-focused social posts and track clicks out by retailer.

    Retail buyers notice brands that send them traffic, and shoppers who prefer stores still get a clear path.

    Risks and how to handle them

    • Out-of-date ranges

      Review with each retail account quarterly.

    Evidence

    • Your websiteFind a Store: a store locator and the list "Target Walmart CVS HEB Walgreens"; "Some exclusive products, colors, and bundles are only available online"; select brush heads are in stores; gift cards are online only; products bought at authorized retailers can be registered for the warranty on quip's site.Source
    • HiringDirector of Content (Brooklyn, open since July 28, 2026): "Content at quip is a growth engine, not a cost center"; "as obsessed with driving customers into Target, Walmart, and the shelf as with any online sale"; an "always-on, high-cadence content operation" across TikTok, Instagram and YouTube, plus Pinterest; "TikTok Shop, live/social selling, and emerging content-driven marketplaces (e.g., Whatnot)"; an "always-on creator/influencer engine and an owned community"; and "measurement that connects content to consideration, engagement, and revenue".Source
    • HiringChief Growth Officer (Brooklyn, posted October 20, 2026): owns "brand, content, influencer, partnerships, and paid media, together with the digital commerce P&L", with the Head of E-commerce reporting in; "profitable growth" and "not growth at any cost"; "creative offers, pricing and promotion, limited-edition drops, social and live commerce, referral and retention"; "the clever mechanic over the big media buy"; and "modern tooling and AI" so "a lean team punches far above its weight". quip "reaches customers across DTC, Amazon, marketplaces, and major retail".Source
  • 05

    quip says products from authorized retailers can be registered for its warranty on getquip.com. A shopper who bought a brush at Target is otherwise invisible to quip, and refills are where the repeat revenue is.

    High impactLow effort First result in 1 quarter Lifecycle Marketing Manager

    First action

    Count monthly warranty registrations today.

    How to measure it

    Registration-to-subscription rate

    Now
    –
    Target
    15%
    By
    2 quarters

    Steps

    1. 1

      Baseline

      Registrations per month.

      Lifecycle Marketing Manager 1 day

    2. 2

      Redesign form

      Model and refill offer.

      Head of E-commerce 1 week

    3. 3

      Add QR

      Packaging insert.

      Packaging Manager 1 quarter

    4. 4

      Email flow

      Three-message welcome.

      Lifecycle Marketing Manager 1 week

    5. 5

      Retailer check

      Make sure inserts follow retailer rules.

      Head of Sales 1 week

    6. 6

      Measure

      Subscriptions by retailer.

      Lifecycle Marketing Manager monthly

    First result
    1 quarter
    Cost
    Insert printing
    Owner
    Lifecycle Marketing Manager

    Smallest test

    Add the refill offer to the registration confirmation page.

    Why it works

    Put a QR code in the box ("Register your warranty and get your first brush head on us"), make registration ask for the brush model, and offer the matching refill plan on the confirmation screen with the free-shipping-on-subscription benefit.

    It converts anonymous retail buyers into known subscribers at the moment they unbox.

    Risks and how to handle them

    • Retail partners object

      Frame it as warranty and refills the retailer may not stock.

    Evidence

    • Your websiteFind a Store: a store locator and the list "Target Walmart CVS HEB Walgreens"; "Some exclusive products, colors, and bundles are only available online"; select brush heads are in stores; gift cards are online only; products bought at authorized retailers can be registered for the warranty on quip's site.Source
    • Your websitequip Perks and subscription: "Get fresh brush heads delivered every 3 months, like dentists recommend", plus refills of toothpaste, floss, floss tips, gum or mints; "75% of customers feel more confident visiting the dentist, while 92% say quip cleans better than their previous toothbrush" (2024 Customer Census).Source
    • Your websiteHomepage: "Over 12 million mouths and counting", "9119 Reviews", "Dentist-Recommended Oral Care, Delivered"; nine bundles from $29.96 (Sonic Travel) to $90.10 (Ultra Lite bundle); "Free standard US shipping on all orders $70+ AND on all orders including a subscription"; a "Build your gift" kit with a free Refresh Bag; awards badges.Source
  • 06

    quip now sells the Ultra Lite, Rev Smart, Rev, metal and plastic Sonic, battery and kids brushes. The guides cover one model at a time, and shoppers have to open several pages to compare.

    Medium impactLow effort First result in 1 month Head of E commerce

    First action

    Draft the table for five brushes.

    How to measure it

    Collection conversion

    Now
    –
    Target
    +8%
    By
    60 days

    Steps

    1. 1

      Gather specs

      Five current brushes.

      Head of E-commerce 1 day

    2. 2

      Write "best for"

      One line each.

      Director of Content 1 day

    3. 3

      Build table

      Collection and guides.

      Head of E-commerce 3 days

    4. 4

      Link quiz

      For undecided shoppers.

      Head of E-commerce 1 hour

    5. 5

      Test

      A/B on the collection.

      Head of E-commerce 3 weeks

    6. 6

      Update

      On every launch.

      Director of Content ongoing

    First result
    1 month
    Cost
    Staff time only
    Owner
    Head of E commerce

    Smallest test

    Publish a static table on one guide.

    Why it works

    Add a comparison table (price, motion, battery, pressure sensor, app, refill price) at the top of the toothbrush collection and in the guides, with a "best for" line per model and links to the quiz.

    Clear choices raise conversion and push shoppers to the right refill plan.

    Risks and how to handle them

    • Table hides stock status

      Show availability per row.

    Evidence

    • Your websiteGuide pages: "The Best Sonic Electric Toothbrush for 2026" is about the Ultra ("Why the quip Ultra Is the Best Sonic Electric Toothbrush for 2026") and its in-text product link goes to a sold-out Ultra colour; six guide URLs are built around the Ultra; the Ultra Lite appears on these pages only in the site menu. About 20 buying and how-to guides sit under /pages/ alongside a separate blog.Source
    • Your websitequip Ultra Next Generation Smart Sonic Electric Toothbrush ($110): all five colours (Stone, Dusk, Moss, Onyx, Eclipse) show "Sold out" with "Notify Me When Available" (checked October 22, 2026); the product has a 4.5 rating from 376 reviews; all five product pages are still in the sitemap; the Ultra collection page still ends "Ready to switch to quip Ultra?" and "Subscribe today", and the menu lists "Ultra Smart Sonic Toothbrush". The Ultra Lite ($65, launched February 2026) is in stock in four colours.Source
    • Your websiteHomepage: "Over 12 million mouths and counting", "9119 Reviews", "Dentist-Recommended Oral Care, Delivered"; nine bundles from $29.96 (Sonic Travel) to $90.10 (Ultra Lite bundle); "Free standard US shipping on all orders $70+ AND on all orders including a subscription"; a "Build your gift" kit with a free Refresh Bag; awards badges.Source

This quarter 8

The core plays for the next three months.

  • 07

    The Director of Content is to build "an always-on creator/influencer engine" and drive "TikTok Shop, live/social selling", and the Marketplace Operations Manager runs TikTok Shop affiliate campaigns with an agency.

    High impactMedium effort First result in 1 quarter Director of Content

    First action

    List 50 creators already posting about quip.

    How to measure it

    Affiliate GMV

    Now
    –
    Target
    +50%
    By
    2 quarters

    Steps

    1. 1

      Find creators

      Already posting about quip.

      Director of Content 2 weeks

    2. 2

      Set terms

      Samples and commission.

      Director, Marketplaces 1 week

    3. 3

      Monthly brief

      Three hooks and a product focus.

      Director of Content monthly

    4. 4

      Boost winners

      Shop ads on top videos.

      Marketplace Operations Manager weekly

    5. 5

      Measure

      Sales per creator.

      Marketplace Operations Manager weekly

    6. 6

      Prune

      Drop creators with no sales after 60 days.

      Director of Content monthly

    First result
    1 quarter
    Cost
    Samples and commission
    Owner
    Director of Content

    Smallest test

    Seed 30 creators with the Ultra Lite.

    Why it works

    Recruit 200 small creators in oral care, travel and parenting with free samples and commission, give them a monthly brief and three hooks, and promote the best organic videos as Shop ads. Pay on sales, not posts.

    Commission-based creators scale reach without fixed fees, which suits a lean team focused on profitable growth.

    Risks and how to handle them

    • Claims creators make

      Give them approved wording and review the top posts.

    Evidence

    • HiringDirector of Content (Brooklyn, open since July 28, 2026): "Content at quip is a growth engine, not a cost center"; "as obsessed with driving customers into Target, Walmart, and the shelf as with any online sale"; an "always-on, high-cadence content operation" across TikTok, Instagram and YouTube, plus Pinterest; "TikTok Shop, live/social selling, and emerging content-driven marketplaces (e.g., Whatnot)"; an "always-on creator/influencer engine and an owned community"; and "measurement that connects content to consideration, engagement, and revenue".Source
    • HiringMarketplace Operations Manager (posted September 15, 2026): runs "Amazon, TikTok Shop, and 3P marketplaces" and "the operational launch of every new marketplace quip enters"; monitors "Buy Box ownership and unauthorized sellers"; audits product detail pages ("images, titles, copy, A+ Content, and parent-child variations"); flags "stockout risk early"; and monitors "item-level ratings and reviews".Source
    • HiringChief Growth Officer (Brooklyn, posted October 20, 2026): owns "brand, content, influencer, partnerships, and paid media, together with the digital commerce P&L", with the Head of E-commerce reporting in; "profitable growth" and "not growth at any cost"; "creative offers, pricing and promotion, limited-edition drops, social and live commerce, referral and retention"; "the clever mechanic over the big media buy"; and "modern tooling and AI" so "a lean team punches far above its weight". quip "reaches customers across DTC, Amazon, marketplaces, and major retail".Source
    • Company dataquip's iOS app "quip: Oral Care Companion" is rated 4.79 from 26,415 ratings; quip is on TikTok (@getquip), Instagram and YouTube; the store runs on Shopify with Klaviyo email, Bazaarvoice reviews and Rebuy recommendations; it publishes an agents.md file so AI shopping agents can browse and check out.Source
  • 08

    The Marketplace Operations Manager will audit images, titles, A+ Content and variations and watch Buy Box ownership and unauthorized sellers. Marketplaces are where many oral-care shoppers compare quip with Oral-B and Sonicare.

    High impactMedium effort First result in 1 quarter Marketplace Operations Manager

    First action

    Score the top five ASINs.

    How to measure it

    Top-20 ASIN conversion

    Now
    –
    Target
    +10%
    By
    2 quarters

    Steps

    1. 1

      Score listings

      Top 20 ASINs.

      Marketplace Operations Manager 2 weeks

    2. 2

      Fix images and copy

      Lowest scores first.

      Marketplace Operations Manager 1 month

    3. 3

      A+ modules

      Lineup comparison.

      Director of Content 1 month

    4. 4

      Buy Box

      Unauthorized seller reports.

      Marketplace Operations Manager weekly

    5. 5

      Reviews

      Reply and trend analysis.

      Marketplace Operations Manager weekly

    6. 6

      Report

      Conversion and share.

      Director, Marketplaces monthly

    First result
    1 quarter
    Cost
    Agency and staff time
    Owner
    Marketplace Operations Manager

    Smallest test

    Fix the top ASIN and compare conversion.

    Why it works

    Score the top 20 ASINs on title, images, A+ Content, variation structure, rating and Buy Box share; fix the lowest first; report unauthorized sellers; and add comparison modules against the lineup.

    Listing quality and Buy Box control decide conversion on marketplaces more than ad spend does.

    Risks and how to handle them

    • Agency overlap

      Agree who owns each fix.

    Evidence

    • HiringMarketplace Operations Manager (posted September 15, 2026): runs "Amazon, TikTok Shop, and 3P marketplaces" and "the operational launch of every new marketplace quip enters"; monitors "Buy Box ownership and unauthorized sellers"; audits product detail pages ("images, titles, copy, A+ Content, and parent-child variations"); flags "stockout risk early"; and monitors "item-level ratings and reviews".Source
    • Competitor researchRivals' own homepages: Burst, "clinically proven oral care" "backed by 41,000+ dental pros"; Philips Sonicare, "20x more effective on plaque removal versus a manual toothbrush"; Waterpik, "The #1 brand recommended by dental professionals"; Oral-B, electric, manual and battery toothbrushes; Hismile, at-home oral care.Source
  • 09

    quip shows 9,119 reviews on its own site and uses Bazaarvoice, which can share reviews with retailer sites. The Director of Content is asked to drive sales at the shelf.

    High impactMedium effort First result in 1 quarter Director of Content

    First action

    Check which retailers accept syndicated reviews.

    How to measure it

    Retailer review count

    Now
    –
    Target
    +3x
    By
    2 quarters

    Steps

    1. 1

      Check partners

      Who accepts syndication.

      Head of Sales 1 week

    2. 2

      Map products

      Site products to retailer items.

      Head of E-commerce 2 weeks

    3. 3

      Switch on

      Syndication feed.

      Head of E-commerce 2 weeks

    4. 4

      Request reviews

      For thin products.

      Lifecycle Marketing Manager ongoing

    5. 5

      Monitor

      Ratings by retailer.

      Marketplace Operations Manager monthly

    6. 6

      Share

      With retail buyers.

      Head of Sales quarterly

    First result
    1 quarter
    Cost
    Review platform fees
    Owner
    Director of Content

    Smallest test

    Syndicate reviews for one product to one retailer.

    Why it works

    Turn on review syndication to the retailers that accept it, starting with the products each one stocks, and ask recent buyers for reviews on the products with the fewest retailer reviews.

    Retail shoppers trust star counts; more reviews on retailer pages lift conversion online and in-store pickup.

    Risks and how to handle them

    • Retailer rules differ

      Start with one retailer.

    Evidence

    • Your websiteHomepage: "Over 12 million mouths and counting", "9119 Reviews", "Dentist-Recommended Oral Care, Delivered"; nine bundles from $29.96 (Sonic Travel) to $90.10 (Ultra Lite bundle); "Free standard US shipping on all orders $70+ AND on all orders including a subscription"; a "Build your gift" kit with a free Refresh Bag; awards badges.Source
    • Company dataquip's iOS app "quip: Oral Care Companion" is rated 4.79 from 26,415 ratings; quip is on TikTok (@getquip), Instagram and YouTube; the store runs on Shopify with Klaviyo email, Bazaarvoice reviews and Rebuy recommendations; it publishes an agents.md file so AI shopping agents can browse and check out.Source
    • Your websiteFind a Store: a store locator and the list "Target Walmart CVS HEB Walgreens"; "Some exclusive products, colors, and bundles are only available online"; select brush heads are in stores; gift cards are online only; products bought at authorized retailers can be registered for the warranty on quip's site.Source
    • HiringDirector of Content (Brooklyn, open since July 28, 2026): "Content at quip is a growth engine, not a cost center"; "as obsessed with driving customers into Target, Walmart, and the shelf as with any online sale"; an "always-on, high-cadence content operation" across TikTok, Instagram and YouTube, plus Pinterest; "TikTok Shop, live/social selling, and emerging content-driven marketplaces (e.g., Whatnot)"; an "always-on creator/influencer engine and an owned community"; and "measurement that connects content to consideration, engagement, and revenue".Source
  • 10

    quip's model is refills every three months and free shipping with any subscription, and its census says 92% of customers think quip cleans better. The repeat revenue depends on brush buyers starting a plan.

    High impactMedium effort First result in 1 quarter Lifecycle Marketing Manager

    First action

    Measure today's share of brush orders with a plan.

    How to measure it

    Plan attach rate

    Now
    –
    Target
    +10 points
    By
    2 quarters

    Steps

    1. 1

      Baseline

      Attach rate by brush.

      Lifecycle Marketing Manager 1 day

    2. 2

      Default plan

      On brush pages.

      Head of E-commerce 1 week

    3. 3

      Show yearly cost

      Plan vs one-off.

      Head of E-commerce 1 week

    4. 4

      Post-purchase offer

      For one-off buyers.

      Head of E-commerce 2 weeks

    5. 5

      Day 80 reminder

      Email and app.

      Lifecycle Marketing Manager 1 week

    6. 6

      Measure

      Attach and churn.

      Lifecycle Marketing Manager monthly

    First result
    1 quarter
    Cost
    Staff time only
    Owner
    Lifecycle Marketing Manager

    Smallest test

    Test the default on one brush.

    Why it works

    Make the refill plan the default choice on brush pages, show the yearly cost next to buying heads one by one, add a post-purchase offer for one-off buyers, and send a reminder at day 80.

    Subscriptions turn a one-time $60 purchase into years of revenue.

    Risks and how to handle them

    • Defaults feel pushy

      Keep the one-time option clear.

    Evidence

    • Your websitequip Perks and subscription: "Get fresh brush heads delivered every 3 months, like dentists recommend", plus refills of toothpaste, floss, floss tips, gum or mints; "75% of customers feel more confident visiting the dentist, while 92% say quip cleans better than their previous toothbrush" (2024 Customer Census).Source
    • Your websiteHomepage: "Over 12 million mouths and counting", "9119 Reviews", "Dentist-Recommended Oral Care, Delivered"; nine bundles from $29.96 (Sonic Travel) to $90.10 (Ultra Lite bundle); "Free standard US shipping on all orders $70+ AND on all orders including a subscription"; a "Build your gift" kit with a free Refresh Bag; awards badges.Source
  • 11

    quip has a dental-pro programme, an ambassador programme and a blog profiling hygienists, while Burst leads with "41,000+ dental pros". Hygienists are trusted voices on TikTok and Instagram.

    High impactMedium effort First result in 1 quarter Director of Content

    First action

    Invite 20 hygienists from the network.

    How to measure it

    Pro-creator revenue

    Now
    –
    Target
    $100k a quarter
    By
    2 quarters

    Steps

    1. 1

      Invite

      Network hygienists.

      Director of Content 2 weeks

    2. 2

      Set terms

      Fees and affiliate links.

      Partnerships Manager 1 week

    3. 3

      Brief

      Monthly topics.

      Director of Content monthly

    4. 4

      Review claims

      Approved wording.

      Sr. Regulatory & Quality Systems Engineer ongoing

    5. 5

      Feature

      Product pages and ads.

      Head of E-commerce monthly

    6. 6

      Measure

      Sales per creator.

      Director of Content monthly

    First result
    1 quarter
    Cost
    Creator fees
    Owner
    Director of Content

    Smallest test

    Run five hygienist videos as ads.

    Why it works

    Offer a paid creator track to the dental pros already in quip's network: monthly briefs, samples for patients, and affiliate links. Feature their videos on product pages and in ads.

    Professional voices raise trust for a brand that says "dentist-recommended".

    Risks and how to handle them

    • Disclosure

      Clear paid-partnership labels.

    Evidence

    • Your websiteOther programmes on the site: "quip for dental pros", an ambassador programme, an affiliate programme, a carrier-exclusive offer page, a hygienist-profile blog (cusp-blog), a limited Shantell Martin artist edition, four pages describing quip's toothbrush comparison studies, and the Mouthoff blog with posts going back years.Source
    • Competitor researchRivals' own homepages: Burst, "clinically proven oral care" "backed by 41,000+ dental pros"; Philips Sonicare, "20x more effective on plaque removal versus a manual toothbrush"; Waterpik, "The #1 brand recommended by dental professionals"; Oral-B, electric, manual and battery toothbrushes; Hismile, at-home oral care.Source
    • HiringDirector of Content (Brooklyn, open since July 28, 2026): "Content at quip is a growth engine, not a cost center"; "as obsessed with driving customers into Target, Walmart, and the shelf as with any online sale"; an "always-on, high-cadence content operation" across TikTok, Instagram and YouTube, plus Pinterest; "TikTok Shop, live/social selling, and emerging content-driven marketplaces (e.g., Whatnot)"; an "always-on creator/influencer engine and an owned community"; and "measurement that connects content to consideration, engagement, and revenue".Source
  • 12

    The CGO is asked for "limited-edition drops" as a capital-efficient mechanic, and quip has done an artist edition (Shantell Martin) and many colourways.

    Medium impactMedium effort First result in 2 quarters Chief Growth Officer

    First action

    Pick the first drop and its partner.

    How to measure it

    Drop sell-through

    Now
    –
    Target
    80% in 30 days
    By
    2 quarters

    Steps

    1. 1

      Pick partners

      Four themes.

      Chief Growth Officer 1 month

    2. 2

      Design

      Colours and packaging.

      Creative Director 1 quarter

    3. 3

      Waitlist

      Two weeks before launch.

      Lifecycle Marketing Manager 2 weeks

    4. 4

      Launch

      Social and email.

      Director of Content 1 day

    5. 5

      Retail exclusives

      Optional per retailer.

      Head of Sales ongoing

    6. 6

      Review

      Margin per drop.

      Finance quarterly

    First result
    2 quarters
    Cost
    Production minimums
    Owner
    Chief Growth Officer

    Smallest test

    Run one colour drop by waitlist.

    Why it works

    Plan four drops a year (an artist, a season, a cause, a creator), sell them by waitlist first, and keep them online-only with matching refills.

    Drops create news and urgency without big media budgets.

    Risks and how to handle them

    • Excess stock

      Small runs and pre-orders.

    Evidence

    • HiringChief Growth Officer (Brooklyn, posted October 20, 2026): owns "brand, content, influencer, partnerships, and paid media, together with the digital commerce P&L", with the Head of E-commerce reporting in; "profitable growth" and "not growth at any cost"; "creative offers, pricing and promotion, limited-edition drops, social and live commerce, referral and retention"; "the clever mechanic over the big media buy"; and "modern tooling and AI" so "a lean team punches far above its weight". quip "reaches customers across DTC, Amazon, marketplaces, and major retail".Source
    • Your websiteOther programmes on the site: "quip for dental pros", an ambassador programme, an affiliate programme, a carrier-exclusive offer page, a hygienist-profile blog (cusp-blog), a limited Shantell Martin artist edition, four pages describing quip's toothbrush comparison studies, and the Mouthoff blog with posts going back years.Source
    • Your websitequip Ultra Next Generation Smart Sonic Electric Toothbrush ($110): all five colours (Stone, Dusk, Moss, Onyx, Eclipse) show "Sold out" with "Notify Me When Available" (checked October 22, 2026); the product has a 4.5 rating from 376 reviews; all five product pages are still in the sitemap; the Ultra collection page still ends "Ready to switch to quip Ultra?" and "Subscribe today", and the menu lists "Ultra Smart Sonic Toothbrush". The Ultra Lite ($65, launched February 2026) is in stock in four colours.Source
  • 13

    quip's app has 26,415 ratings at 4.79, and the CGO's brief includes referral and retention. Smart brushes report brushing to the app.

    High impactMedium effort First result in 1 quarter Product Manager

    First action

    Count monthly active app users.

    How to measure it

    App-driven orders

    Now
    –
    Target
    +25%
    By
    2 quarters

    Steps

    1. 1

      Baseline

      App users and orders.

      Product Manager, App 1 week

    2. 2

      Reorder button

      One tap.

      Product Manager, App 1 month

    3. 3

      Streak referral

      After 30 days.

      Product Manager, App 1 month

    4. 4

      Rewards

      App-only Perks.

      Lifecycle Marketing Manager 1 month

    5. 5

      Push plan

      Two a month.

      Lifecycle Marketing Manager monthly

    6. 6

      Measure

      Orders and referrals.

      Lifecycle Marketing Manager monthly

    First result
    1 quarter
    Cost
    Product time
    Owner
    Product Manager, App

    Smallest test

    Add a reorder link to the app home.

    Why it works

    Add a one-tap refill reorder, a referral card after a 30-day streak, and app-only rewards with quip Perks.

    App users are the most engaged customers and the cheapest to reactivate.

    Risks and how to handle them

    • Notification fatigue

      Cap messages.

    Evidence

    • Company dataquip's iOS app "quip: Oral Care Companion" is rated 4.79 from 26,415 ratings; quip is on TikTok (@getquip), Instagram and YouTube; the store runs on Shopify with Klaviyo email, Bazaarvoice reviews and Rebuy recommendations; it publishes an agents.md file so AI shopping agents can browse and check out.Source
    • HiringChief Growth Officer (Brooklyn, posted October 20, 2026): owns "brand, content, influencer, partnerships, and paid media, together with the digital commerce P&L", with the Head of E-commerce reporting in; "profitable growth" and "not growth at any cost"; "creative offers, pricing and promotion, limited-edition drops, social and live commerce, referral and retention"; "the clever mechanic over the big media buy"; and "modern tooling and AI" so "a lean team punches far above its weight". quip "reaches customers across DTC, Amazon, marketplaces, and major retail".Source
    • Your websitequip Perks and subscription: "Get fresh brush heads delivered every 3 months, like dentists recommend", plus refills of toothpaste, floss, floss tips, gum or mints; "75% of customers feel more confident visiting the dentist, while 92% say quip cleans better than their previous toothbrush" (2024 Customer Census).Source
  • 14

    quip has TSA-approved products and several travel guides, and the Director of Content owns Pinterest and YouTube Shorts. Travel is a search-led moment.

    Medium impactMedium effort First result in 1 quarter Director of Content

    First action

    Merge the TSA guides into one page.

    How to measure it

    Travel sessions

    Now
    –
    Target
    +30%
    By
    2 quarters

    Steps

    1. 1

      Merge guides

      One TSA page.

      Director of Content 1 week

    2. 2

      Pins

      Weekly.

      Director of Content weekly

    3. 3

      Shorts

      Weekly.

      Director of Content weekly

    4. 4

      Link

      TSA collection and bundle.

      Head of E-commerce 1 day

    5. 5

      Seasonal push

      Holiday and summer travel.

      Director of Content quarterly

    6. 6

      Measure

      Sessions and orders.

      Head of E-commerce monthly

    First result
    1 quarter
    Cost
    Staff time only
    Owner
    Director of Content

    Smallest test

    Post ten travel pins.

    Why it works

    Make a weekly travel pin and Short series linking to the TSA-approved collection and the Sonic Travel bundle, and update the overlapping TSA guides into one.

    Travel searches are evergreen and match quip's portable design.

    Risks and how to handle them

    • Thin results on Pinterest

      Stop after one quarter if flat.

    Evidence

    • HiringDirector of Content (Brooklyn, open since July 28, 2026): "Content at quip is a growth engine, not a cost center"; "as obsessed with driving customers into Target, Walmart, and the shelf as with any online sale"; an "always-on, high-cadence content operation" across TikTok, Instagram and YouTube, plus Pinterest; "TikTok Shop, live/social selling, and emerging content-driven marketplaces (e.g., Whatnot)"; an "always-on creator/influencer engine and an owned community"; and "measurement that connects content to consideration, engagement, and revenue".Source
    • Your websiteGuide pages: "The Best Sonic Electric Toothbrush for 2026" is about the Ultra ("Why the quip Ultra Is the Best Sonic Electric Toothbrush for 2026") and its in-text product link goes to a sold-out Ultra colour; six guide URLs are built around the Ultra; the Ultra Lite appears on these pages only in the site menu. About 20 buying and how-to guides sit under /pages/ alongside a separate blog.Source
    • Your websiteHomepage: "Over 12 million mouths and counting", "9119 Reviews", "Dentist-Recommended Oral Care, Delivered"; nine bundles from $29.96 (Sonic Travel) to $90.10 (Ultra Lite bundle); "Free standard US shipping on all orders $70+ AND on all orders including a subscription"; a "Build your gift" kit with a free Refresh Bag; awards badges.Source

Big bets 4

Larger plays that can change the trajectory.

  • 15

    quip already runs an employee-perk offer and a carrier-exclusive page, and its FSA/HSA path shows where health benefits meet oral care. A formal programme would turn one-off promotions into a channel.

    High impactHigh effort First result in 3 quarters Chief Growth Officer

    First action

    List current perk partners and their results.

    How to measure it

    Partner subscriptions

    Now
    –
    Target
    10,000
    By
    4 quarters

    Steps

    1. 1

      Review results

      Past perk offers.

      Chief Growth Officer 2 weeks

    2. 2

      Package

      Store, discount, plan.

      Head of E-commerce 1 quarter

    3. 3

      Pilot

      Two partners.

      Partnerships Manager 1 quarter

    4. 4

      Compliance check

      Any health-benefit rules.

      Sr. Regulatory & Quality Systems Engineer 1 month

    5. 5

      Report

      Usage for partners.

      Lifecycle Marketing Manager quarterly

    6. 6

      Scale

      If retention holds.

      Chief Growth Officer 2 quarters

    First result
    3 quarters
    Cost
    Partnership time
    Owner
    Chief Growth Officer

    Smallest test

    Run one employer pilot.

    Why it works

    Package quip for employers and plans: a branded store with a set discount, a refill plan, and an annual report on usage. Start with two pilots and measure subscriptions per member.

    Benefits partners bring many households at once and suit a subscription product.

    Risks and how to handle them

    • Codes leaking

      Use closed stores, not public codes.

    Evidence

    • Your websiteSitemap (505 URLs, read October 22, 2026): 8 promotion pages whose URLs spell out a discount code and its value (several "sitewide", up to 20% off) and about 30 offer and reward terms pages, all indexable with self-canonicals; one ran in late August to early September 2025 and is still live; on another the page title names one code and the terms text names a different one. Partner-only products (a deals-site edition of the Rev and the water flosser at lower prices) are in the public product feed.Source
    • Your websiteMedical expenses page: dental-related purchases may be covered by an FSA, HSA or HRA; the shopper must ask their administrator, have a dentist complete a Letter of Medical Necessity (PDF provided) and submit it if required.Source
    • Your websiteOther programmes on the site: "quip for dental pros", an ambassador programme, an affiliate programme, a carrier-exclusive offer page, a hygienist-profile blog (cusp-blog), a limited Shantell Martin artist edition, four pages describing quip's toothbrush comparison studies, and the Mouthoff blog with posts going back years.Source
  • 16

    The CGO is to judge every programme "by the number", and the Director of Content is asked to connect content to revenue at the shelf. Today a TikTok video that sells at Target counts for nothing in DTC reports.

    High impactHigh effort First result in 3 quarters Chief Growth Officer

    First action

    Agree the channels and data sources.

    How to measure it

    Spend under tested allocation

    Now
    –
    Target
    70%
    By
    3 quarters

    Steps

    1. 1

      Gather data

      DTC, marketplaces, retail.

      Growth Analyst 1 month

    2. 2

      Weekly view

      Spend and sales.

      Growth Analyst 1 month

    3. 3

      First geo test

      One programme.

      Growth Analyst 1 quarter

    4. 4

      Share results

      With sales and retail buyers.

      Head of Sales quarterly

    5. 5

      Reallocate

      Budgets by result.

      Chief Growth Officer quarterly

    6. 6

      Repeat

      Each programme.

      Growth Analyst quarterly

    First result
    3 quarters
    Cost
    Analyst time and data access
    Owner
    Chief Growth Officer

    Smallest test

    Run one geo test on creator spend.

    Why it works

    Build a weekly view of spend and sales by channel and region, run geo holdout tests for paid and creator programmes, and include retailer sales data. Use the results to set budgets.

    Without retail halo measurement, quip will underfund the programmes that move the shelf.

    Risks and how to handle them

    • Retail data lags

      Use the retailer portals and accept a delay.

    Evidence

    • HiringChief Growth Officer (Brooklyn, posted October 20, 2026): owns "brand, content, influencer, partnerships, and paid media, together with the digital commerce P&L", with the Head of E-commerce reporting in; "profitable growth" and "not growth at any cost"; "creative offers, pricing and promotion, limited-edition drops, social and live commerce, referral and retention"; "the clever mechanic over the big media buy"; and "modern tooling and AI" so "a lean team punches far above its weight". quip "reaches customers across DTC, Amazon, marketplaces, and major retail".Source
    • HiringDirector of Content (Brooklyn, open since July 28, 2026): "Content at quip is a growth engine, not a cost center"; "as obsessed with driving customers into Target, Walmart, and the shelf as with any online sale"; an "always-on, high-cadence content operation" across TikTok, Instagram and YouTube, plus Pinterest; "TikTok Shop, live/social selling, and emerging content-driven marketplaces (e.g., Whatnot)"; an "always-on creator/influencer engine and an owned community"; and "measurement that connects content to consideration, engagement, and revenue".Source
    • Your websiteFind a Store: a store locator and the list "Target Walmart CVS HEB Walgreens"; "Some exclusive products, colors, and bundles are only available online"; select brush heads are in stores; gift cards are online only; products bought at authorized retailers can be registered for the warranty on quip's site.Source
  • 17

    The regulatory engineer is hired for "new categories and markets" with accountability to the Consumables Lead, and quip has added whitening toothpaste, strips and woven floss recently. Consumables carry the refill economics.

    High impactHigh effort First result in 4 quarters Sr. Regulatory & Quality Syst…

    First action

    List five candidate consumables.

    How to measure it

    New consumable attach

    Now
    –
    Target
    15% of plans
    By
    4 quarters

    Steps

    1. 1

      Score

      Five candidates.

      Sr. Regulatory & Quality Systems Engineer 1 month

    2. 2

      Pick

      One category.

      CEO 2 weeks

    3. 3

      Regulatory path

      Filings and claims.

      Sr. Regulatory & Quality Systems Engineer 1 quarter

    4. 4

      Subscriber test

      Online first.

      Lifecycle Marketing Manager 1 quarter

    5. 5

      Retail pitch

      With subscriber data.

      Head of Sales 1 quarter

    6. 6

      Decide

      Scale or stop.

      Chief Growth Officer 1 month

    First result
    4 quarters
    Cost
    Development costs
    Owner
    Sr. Regulatory & Quality Systems Engineer

    Smallest test

    Survey subscribers on three candidates.

    Why it works

    Score candidate consumables on refill frequency, margin, regulatory path and retail fit; pick one; and launch it online-first to subscribers before retail.

    Subscribers are a ready test market, and early regulatory work avoids delays at retail.

    Risks and how to handle them

    • Claim limits

      Agree claims before design.

    Evidence

    • HiringSr. Regulatory & Quality Systems Engineer (posted September 9, 2026): owns "regulatory strategy across current and future markets" and builds quip's regulatory and quality infrastructure "as we expand into new categories and markets", reporting into Hardware with accountability to the Consumables Lead.Source
    • Your websitequip Perks and subscription: "Get fresh brush heads delivered every 3 months, like dentists recommend", plus refills of toothpaste, floss, floss tips, gum or mints; "75% of customers feel more confident visiting the dentist, while 92% say quip cleans better than their previous toothbrush" (2024 Customer Census).Source
    • Your websiteHomepage: "Over 12 million mouths and counting", "9119 Reviews", "Dentist-Recommended Oral Care, Delivered"; nine bundles from $29.96 (Sonic Travel) to $90.10 (Ultra Lite bundle); "Free standard US shipping on all orders $70+ AND on all orders including a subscription"; a "Build your gift" kit with a free Refresh Bag; awards badges.Source
  • 18

    quip runs a customer census (75% more confident at the dentist, 92% say it cleans better) and has a large app base. Original data earns press and links.

    Medium impactHigh effort First result in 3 quarters Director of Content

    First action

    Choose ten questions for the report.

    How to measure it

    Earned links

    Now
    –
    Target
    100
    By
    1 year

    Steps

    1. 1

      Questions

      Ten topics.

      Director of Content 2 weeks

    2. 2

      Analyse

      Aggregated data.

      Growth Analyst 1 quarter

    3. 3

      Privacy review

      No identifiable data.

      Legal 1 month

    4. 4

      Write

      Report and charts.

      Director of Content 1 month

    5. 5

      Launch

      Press and creators.

      Chief Growth Officer 1 month

    6. 6

      Repeat

      Yearly.

      Director of Content yearly

    First result
    3 quarters
    Cost
    Analyst time
    Owner
    Director of Content

    Smallest test

    Publish one chart from the census.

    Why it works

    Publish a yearly report on habits (brushing time, refill timing, travel), with privacy review, and launch it with creators and press.

    A recurring report gives the CGO a stage for press and partners.

    Risks and how to handle them

    • Data privacy

      Aggregate only.

    Evidence

    • Your websitequip Perks and subscription: "Get fresh brush heads delivered every 3 months, like dentists recommend", plus refills of toothpaste, floss, floss tips, gum or mints; "75% of customers feel more confident visiting the dentist, while 92% say quip cleans better than their previous toothbrush" (2024 Customer Census).Source
    • Company dataquip's iOS app "quip: Oral Care Companion" is rated 4.79 from 26,415 ratings; quip is on TikTok (@getquip), Instagram and YouTube; the store runs on Shopify with Klaviyo email, Bazaarvoice reviews and Rebuy recommendations; it publishes an agents.md file so AI shopping agents can browse and check out.Source
    • HiringChief Growth Officer (Brooklyn, posted October 20, 2026): owns "brand, content, influencer, partnerships, and paid media, together with the digital commerce P&L", with the Head of E-commerce reporting in; "profitable growth" and "not growth at any cost"; "creative offers, pricing and promotion, limited-edition drops, social and live commerce, referral and retention"; "the clever mechanic over the big media buy"; and "modern tooling and AI" so "a lean team punches far above its weight". quip "reaches customers across DTC, Amazon, marketplaces, and major retail".Source

Wildcards 4

Unexpected experiments, each with a cheap way to test it.

  • 19

    quip publishes an agents.md file so AI agents can browse and check out. Agents will recommend what the product data says, including out-of-stock flagships and old guides.

    Medium impactLow effort First result in 1 month Head of E commerce

    First action

    Ask three assistants which quip brush to buy.

    How to measure it

    Agent orders

    Now
    –
    Target
    Tracked monthly
    By
    2 quarters

    Steps

    1. 1

      Test assistants

      Five shopping prompts.

      Head of E-commerce 1 day

    2. 2

      Fix feed

      Stock and prices.

      Head of E-commerce 1 week

    3. 3

      Add FAQs

      Product pages.

      Director of Content 2 weeks

    4. 4

      Track

      Agent referrals.

      Head of E-commerce monthly

    5. 5

      Retest

      Monthly.

      Head of E-commerce monthly

    6. 6

      Share

      Learnings.

      Chief Growth Officer quarterly

    First result
    1 month
    Cost
    Staff time only
    Owner
    Head of E commerce

    Smallest test

    Run the five prompts today.

    Why it works

    Check what assistants say when asked for the best quip brush, make sure stock, prices and refill plans are accurate in the feed, and add plain FAQs to each product page.

    Clean data turns agent-driven shopping into orders rather than dead ends.

    Risks and how to handle them

    • Platforms change

      Retest monthly.

    Evidence

    • Company dataquip's iOS app "quip: Oral Care Companion" is rated 4.79 from 26,415 ratings; quip is on TikTok (@getquip), Instagram and YouTube; the store runs on Shopify with Klaviyo email, Bazaarvoice reviews and Rebuy recommendations; it publishes an agents.md file so AI shopping agents can browse and check out.Source
    • Your websitequip Ultra Next Generation Smart Sonic Electric Toothbrush ($110): all five colours (Stone, Dusk, Moss, Onyx, Eclipse) show "Sold out" with "Notify Me When Available" (checked October 22, 2026); the product has a 4.5 rating from 376 reviews; all five product pages are still in the sitemap; the Ultra collection page still ends "Ready to switch to quip Ultra?" and "Subscribe today", and the menu lists "Ultra Smart Sonic Toothbrush". The Ultra Lite ($65, launched February 2026) is in stock in four colours.Source
    • Your websiteGuide pages: "The Best Sonic Electric Toothbrush for 2026" is about the Ultra ("Why the quip Ultra Is the Best Sonic Electric Toothbrush for 2026") and its in-text product link goes to a sold-out Ultra colour; six guide URLs are built around the Ultra; the Ultra Lite appears on these pages only in the site menu. About 20 buying and how-to guides sit under /pages/ alongside a separate blog.Source
  • 20

    About 20 buying guides sit under /pages/ next to a blog with posts going back years, and several guides cover the same questions (two TSA guides, several "choose an electric toothbrush" guides).

    Medium impactLow effort First result in 1 month Director of Content

    First action

    List guides by topic and traffic.

    How to measure it

    Guide sessions

    Now
    –
    Target
    +20%
    By
    2 quarters

    Steps

    1. 1

      Audit

      Topic and traffic.

      Director of Content 1 week

    2. 2

      Merge

      One page per topic.

      Director of Content 2 weeks

    3. 3

      Redirect

      Old URLs.

      Head of E-commerce 1 day

    4. 4

      Refresh

      Top old posts.

      Director of Content 1 month

    5. 5

      Dates and authors

      All guides.

      Director of Content 1 week

    6. 6

      Repeat

      Twice a year.

      Director of Content 6 months

    First result
    1 month
    Cost
    Writing time
    Owner
    Director of Content

    Smallest test

    Merge the TSA guides.

    Why it works

    Merge overlapping guides into one page each, redirect the rest, move them into the knowledge center, and update or retire the oldest Mouthoff posts.

    Fewer, stronger pages rank better and are easier to keep accurate.

    Risks and how to handle them

    • Short-term ranking dip

      Redirect to the closest page.

    Evidence

    • Your websiteGuide pages: "The Best Sonic Electric Toothbrush for 2026" is about the Ultra ("Why the quip Ultra Is the Best Sonic Electric Toothbrush for 2026") and its in-text product link goes to a sold-out Ultra colour; six guide URLs are built around the Ultra; the Ultra Lite appears on these pages only in the site menu. About 20 buying and how-to guides sit under /pages/ alongside a separate blog.Source
    • Your websiteOther programmes on the site: "quip for dental pros", an ambassador programme, an affiliate programme, a carrier-exclusive offer page, a hygienist-profile blog (cusp-blog), a limited Shantell Martin artist edition, four pages describing quip's toothbrush comparison studies, and the Mouthoff blog with posts going back years.Source
  • 21

    Real visitors pass Core Web Vitals, but the phone test downloads 6.2 MB from 30 third parties, with the recommendations widget alone at 732 KB. A lean team does not need overlapping tools.

    Medium impactMedium effort First result in 1 quarter Head of E commerce

    First action

    List the 30 third parties with owners.

    How to measure it

    Page weight

    Now
    –
    Target
    Under 4 MB
    By
    1 quarter

    Steps

    1. 1

      Inventory

      Tools and owners.

      Head of E-commerce 1 week

    2. 2

      Remove duplicates

      Overlapping tools.

      Head of E-commerce 2 weeks

    3. 3

      Defer widgets

      Below-fold loading.

      Head of E-commerce 2 weeks

    4. 4

      Budget

      Weight limit.

      Head of E-commerce 1 day

    5. 5

      Monitor

      Monthly test.

      Head of E-commerce monthly

    6. 6

      Review

      New tools.

      Head of E-commerce ongoing

    First result
    1 quarter
    Cost
    Developer time
    Owner
    Head of E commerce

    Smallest test

    Defer the recommendations widget on the homepage.

    Why it works

    List every third-party tool with an owner and purpose, remove duplicates, load recommendations after the main content, and set a page-weight budget.

    Lighter pages help on slower phones and lower tool costs.

    Risks and how to handle them

    • Removing a needed tool

      Check each owner first.

    Evidence

    • Google PageSpeedMobile homepage test: performance 43/100, lab largest paint 5.6s, 6.2 MB over 602 requests from 30 third parties (the recommendations widget alone 732 KB). Real Chrome visitors pass Core Web Vitals (largest paint 2.3s, interaction 121 ms).Source
    • Company dataquip's iOS app "quip: Oral Care Companion" is rated 4.79 from 26,415 ratings; quip is on TikTok (@getquip), Instagram and YouTube; the store runs on Shopify with Klaviyo email, Bazaarvoice reviews and Rebuy recommendations; it publishes an agents.md file so AI shopping agents can browse and check out.Source
  • 22

    quip runs a "Build your gift" kit and a gift guide, and the CGO lists referral among the mechanics to grow. Gift recipients become future refill buyers.

    Medium impactLow effort First result in 1 quarter Lifecycle Marketing Manager

    First action

    Add a recipient card to the gift kit.

    How to measure it

    Gift-to-subscription rate

    Now
    –
    Target
    10%
    By
    2 quarters

    Steps

    1. 1

      Design card

      First-refill offer.

      Lifecycle Marketing Manager 1 week

    2. 2

      Checkout option

      Recipient reminders.

      Head of E-commerce 2 weeks

    3. 3

      Giver credit

      On subscription.

      Lifecycle Marketing Manager 2 weeks

    4. 4

      Email flow

      Recipient welcome.

      Lifecycle Marketing Manager 1 week

    5. 5

      Measure

      Subscriptions.

      Lifecycle Marketing Manager monthly

    6. 6

      Repeat

      Other gifting moments.

      Lifecycle Marketing Manager quarterly

    First result
    1 quarter
    Cost
    Card printing
    Owner
    Lifecycle Marketing Manager

    Smallest test

    Insert cards in 500 gift kits.

    Why it works

    Ask gift buyers whether the recipient would like refill reminders, include a card with a first-refill offer, and credit the giver when the recipient subscribes.

    Gifts introduce new households, and the refill offer keeps them.

    Risks and how to handle them

    • Privacy

      Recipient opt-in only.

    Evidence

    • Your websiteHomepage: "Over 12 million mouths and counting", "9119 Reviews", "Dentist-Recommended Oral Care, Delivered"; nine bundles from $29.96 (Sonic Travel) to $90.10 (Ultra Lite bundle); "Free standard US shipping on all orders $70+ AND on all orders including a subscription"; a "Build your gift" kit with a free Refresh Bag; awards badges.Source
    • HiringChief Growth Officer (Brooklyn, posted October 20, 2026): owns "brand, content, influencer, partnerships, and paid media, together with the digital commerce P&L", with the Head of E-commerce reporting in; "profitable growth" and "not growth at any cost"; "creative offers, pricing and promotion, limited-edition drops, social and live commerce, referral and retention"; "the clever mechanic over the big media buy"; and "modern tooling and AI" so "a lean team punches far above its weight". quip "reaches customers across DTC, Amazon, marketplaces, and major retail".Source
    • Your websitequip Perks and subscription: "Get fresh brush heads delivered every 3 months, like dentists recommend", plus refills of toothpaste, floss, floss tips, gum or mints; "75% of customers feel more confident visiting the dentist, while 92% say quip cleans better than their previous toothbrush" (2024 Customer Census).Source
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See every playbook and website review

Independent research. Programmable wrote this playbook from public sources, as they stood on October 23, 2026, and cites them throughout. quip did not commission, review or endorse it, and Programmable is not affiliated with quip. Company and product names are trademarks of their owners, used only to identify them. The ideas are suggestions and opinion, not professional, legal or financial advice, and not statements about how quip runs its business.

Something wrong, or do you represent quip? Email [email protected] and we will correct it or take it down.

30/60/90 roadmap

What to focus on in each month, and the ideas that carry it.

  1. Days 1 to 306 ideas

    In-stock alternatives on Ultra pages, discount-code cleanup, FSA/HSA visibility, the retail landing page, warranty-to-refill sign-up and the brush comparison table.

  2. Days 31 to 6012 ideas

    TikTok Shop creators, the Amazon audit, review syndication, refill attach, hygienist creators, drops, the app and travel content; guide cleanup, agent-ready data, script weight and gift referrals.

  3. Days 61 to 904 ideas

    Commit to the big bets: a benefits channel, unified measurement, the next consumable and an annual habits report.

The research behind the plan

3 research areas, each summarised in a few lines. Open any of them for the full detail.

Customers

What customers say

Customers value soft, design-led brushes that travel well. The most cited problem: choosing between many brush models.

  • Refills that arrive without remembering
  • Remembering to replace brush heads
  • In their words: “dentist-recommended”

Market

Competitive landscape

5 competitors compared: Oral-B, Philips Sonicare, Burst, Waterpik and 1 more.

  • Gap to exploit: Refill subscriptions for retail buyers
  • Oral-B: Less design-led
  • Philips Sonicare: Higher prices

Hiring signals

quip is rebuilding its growth engine around one leader: a Chief Growth Officer who owns brand, content, influencer, partnerships, paid and the digital commerce P&L, with a mandate for profitable growth and…

  • Chief Growth Officer: Profitable growth, pricing and promotion, drops, referral. Ideas 1, 2, 12, 15, 16.
  • Director of Content: Content as revenue, retail shelf, TikTok Shop, creators. Ideas 1, 4, 7, 9, 11, 14.
  • Marketplace Operations Manager: Amazon and TikTok Shop listings, Buy Box, reviews. Ideas 7, 8.

From the team that wrote this playbook

All products
  • ProgrammableAgencyWorking AI systems in days, not quarters (opens programmable.agency in a new tab)
  • ProgrammableInfoAn agent that finds, researches and asks first (opens programmable.info in a new tab)
  • ProgrammableDigitalScreenshots in, an animated product demo out (opens programmable.digital in a new tab)
  • ProgrammableWatchKnow the day a supplier falls out of compliance (opens programmable.watch in a new tab)
  • ProgrammableTalkGet registrants for your events, and know who’s coming (opens programmable.talk in a new tab)
  • ProgrammablePageText what you need, your customer gets a page that works (opens programmable.page in a new tab)
  • ProgrammableCommunityForums with labelled AI members, never empty (opens programmable.community in a new tab)
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