Felipe Souza / EDRA Publishing / Growth Marketing
Growth Marketing &
Paid Acquisition.
I own strategy, audience research, performance creative, paid campaign management, lifecycle email, conversion optimization, and measurement. These are the campaigns I manage, the creative I develop, and the results I use to decide what happens next.
300+ describes cumulative campaign-management experience. The lead volume and CPL relate to a selected EDRA campaign period; up to 5× ROAS is a selected result, not an average or a claim that every campaign was profitable. Creative totals and catalog scope describe the wider body of work. AttributionROI examines revenue matching separately.
Proof of work
Work that moves through the funnel.
The capabilities above become visible here. One connected Edra system is shown through two specialist disciplines: organic and paid Meta build demand, then lifecycle email nurtures and recovers it. Website, product, and cart behavior flow back into Custom Audiences, lookalikes, exclusions, creative renewal, and campaign decisions.
Social & Paid Media
Creating demand where the audience already scrolls.
Content systems, media planning, and Meta campaigns work as one always-on acquisition engine: creative earns attention, paid distribution scales it, and testing determines what scales, renews, or stops.
Social Organic & Paid
Content creation and ad design shaped by five years of A/B testing. Audience hypotheses, hooks, storyboards, video scripts, finished videos, graphics, formats, and calls to action are tested to learn what works best for each defined audience. Over 1,000+ social assets and 100+ videos supported engagement, visibility, and conversion; on a niche 3K-follower account, Reels reached 6K–12K views.
Results
Execution
Audience insight
Organic authority
Paid distribution
Measure & optimize
Email & Lifecycle
One connected journey, not isolated campaigns.
Paid acquisition creates demand; email A/B testing improves subject lines, creative, offers, and calls to action; behavior-based follow-up recovers revenue that would otherwise disappear.
Full-cycle email marketing at scale
I own strategy, campaign planning, audience segmentation, positioning, copy, creative direction, design, scheduling, deployment, testing, and optimization. In the captured 30-day report, that operation delivered 120 campaigns across 1.63M sends with 99.7% delivery.
Results
Execution
Plan strategy
Segment audience
Build campaign
Measure & iterate
Portfolio index
Selected Work
One Growth Marketing Manager spine: full-funnel execution, product thinking, creative testing, and the measurement system that informs every decision.
Primary growth marketing case
Edra Publishing
Full-funnel growth ownership across creative strategy, continuous testing, an always-on Meta portfolio for 200+ products, ecommerce, lifecycle, and measurement.
Growth strategy · Performance creative · Meta Ads · Lifecycle
Product-led growth proof
My Monster Puzzles
End-to-end proof of product thinking: UX/UI, positioning, launch creative, Meta testing, analytics, and retention-led iteration.
Product growth · UX/UI · Performance creative · Analytics
Two-sided platform
Checkitout
Restaurant SaaS and consumer loyalty experience.
Product strategy · Research · SaaS · Mobile UX
Internal operations product
EDRA Operations SaaS
The internal platform I built to connect Amazon orders, inventory, fulfillment, accounting preparation, and marketing attribution in one system.
Product strategy · Workflow design · Automation · Attribution
Growth product management
EDRA Ecommerce
From a legacy webshop to a connected commerce and learning platform: discovery, bundles, digital library, and ebook reader.
Product strategy · UX/UI · Ecommerce · Product analytics
01 · Selected impact
Creative improves when every result informs the next idea.
As a Growth Marketing Manager, I connect audience insight, concepts, production, paid acquisition, lifecycle, and conversion behavior so each decision is grounded in evidence.
Controls, variants, audience tests, and performance analysis become the brief for the next iteration.
03 · Capability funnel
Growth Marketing Manager across demand, conversion, and measurement.
Insight leads, creative earns demand, experience converts, and analysis compounds the next iteration.
Software, platforms & systems
Measurement / Attribution
Growth decisions need evidence beyond the ad platform.
Ad platforms report clicks and leads; the business cares about revenue. AttributionROI is the system I designed to connect the two, so every creative test and portfolio decision in my work is judged on what it returned.
Every metric, one place
Campaign performance, lead exports, and ecommerce orders are normalized into a single model, deduplicated month by month.
Lead to revenue, not just lead
Each campaign is traced through lead quality to verified and assisted revenue, so cost per lead is never the final answer.
Decisions, not dashboards
Weighted CPL, ROI by campaign, and AI-generated insights show what should scale, renew, or stop.
Total Spend
$3,932.89
all-period
Total Leads
1,961
all-period
Total Avg CPL
$2.01
under $3 target
Total Campaigns
6
distinct canonical campaigns
Total: Monthly Trend
Leads and spend per month with CPL trend
- Leads
- Spend ($)
- CPL ($)
Campaign Totals Across Active Months
Duplicate uploads for the same month replace old rows instead of double counting.
| Canonical campaign | Months active | Leads | Spend | Weighted CPL | Variants |
|---|---|---|---|---|---|
| Campaign A | Jan · $0.00Apr · $194.47May · $276.89 | 319 | $788.38 | $2.47 | 3 |
| Campaign B | Apr · $85.08May · $187.32Jun · $153.49 | 419 | $785.33 | $1.87 | 1 |
| Campaign C | Jan · $100.82Feb · $92.69Mar · $103.42 | 280 | $766.67 | $2.74 | 2 |
| Campaign D | Jan · $102.19Feb · $82.81Mar · $101.65 | 576 | $760.41 | $1.32 | 1 |
| Campaign E | Jan · $102.19Jun · $85.42Jul · $97.09 | 168 | $466.60 | $2.78 | 1 |
AI Insights: Campaign ROI Analysis
Benchmarks pulled from industry reports
Total Spend
$3,932.89
Saved Lead Rows
1,810
Attributed Orders
1
Verified Revenue
$68.27
Assisted Revenue
$2,697.15
ROI
-98.3%
| Campaign | Spend | Leads | Verified | Assisted | ROI |
|---|---|---|---|---|---|
| Campaign A | $365.50 | 200 | $34.13 | $836.80 | -90.7% |
| Campaign E | $466.60 | 174 | $34.13 | $0.00 | -92.7% |
| Campaign C | $766.67 | 204 | $0.00 | $1,231.61 | -100.0% |
| Campaign D | $760.41 | 458 | $0.00 | $628.74 | -100.0% |
06 · Working method
How I manage growth from insight to conversion.
One Growth Marketing Manager operating model: diagnose the opportunity, produce and test the story, connect demand to conversion, and let performance determine the next move.
Diagnose & acquire
Build the always-on acquisition system
Define the commercial goal, audience insight, channel role, and performance guardrails before producing and scaling creative.
How it works
- 1Set business goals, audience insights, and creative opportunities.
- 2Define KPIs, CPL ceilings, and lead-volume forecasts.
- 3A/B test audience hypotheses, analyze performance, scale winners, renew creative and copy, and deactivate combinations that weaken over time.
Proof in practice
300+ advertising campaigns managed across my career
2.4K qualified leads in a selected 3–4-month program
$1.60–$2.72 CPL · up to 5× ROAS