Audience precision
Dentists, veterinarians, specialists, educators, and students need different clinical language and proof.
Edra Publishing · Growth Marketing Manager case by Felipe SouzaTurning specialist insight into a performance creative system.
My central Edra case, showing how audience insight moved through organic storytelling, concepts, scripts, video and static production, structured creative testing, paid social, ecommerce, and lifecycle marketing across the US and Canada.
Role
Growth Marketing Manager
Portfolio
200+ healthcare book products
Timeline
March 2020–Present
01.Business Context
A niche market with global ambition.
Edra Publishing US markets 25–30 premium veterinary, dental, and medical titles to specialized professionals across the United States and Canada. In a lean eight-person business, every campaign must build authority and generate measurable ecommerce demand.
The central tension: Edra was not selling impulse products to a broad audience. I had to earn trust with clinically credible content, identify specialist intent, and carry that intent into a measurable purchase journey.
Edra PublishingProfessional knowledge, globally distributed
02.The Challenge
This was not a content problem. It was a connected-growth problem.
Edra had valuable products and respected authors. The missing layer was an operating system capable of translating specialist authority into awareness, demand, conversion, and repeatable learning.
Complex products
Premium specialist textbooks cannot be sold with a generic discount graphic; the content and author authority must become the value proposition.
Operational scale
A lean eight-person business needed 10–15 priority titles, five dental newsletters, three veterinary newsletters, organic publishing, paid media, and ecommerce support.
Fragmented intent
A social viewer, lead-form prospect, product visitor, cart abandoner, and past buyer each required a different next message.
Efficiency pressure
Small niche audiences left little room for wasted reach, requiring precise segmentation and continuous creative iteration.
Proof of impact
Every recommendation had to connect channel activity to qualified leads, ecommerce revenue, ROAS, and the next campaign decision.
Market education
Many titles addressed advanced clinical needs, so campaigns had to teach the problem and establish relevance before asking for a purchase.
Channel handoff
Organic engagement, paid leads, email behavior, and ecommerce intent lived in different places and needed one deliberate path forward.
Forecasting confidence
A lean organization needed clear CPL and ROAS guardrails before scaling the next campaign cycle.
03.My Role & The Solution
Own the customer journey end to end.
I connected positioning, audience research, media planning, creative direction, video production, paid acquisition, ecommerce merchandising, email automation, retargeting, analytics, portfolio optimization, and executive reporting, then led two professionals to keep production moving.
01 · EARN ATTENTION
Turn authors and clinical knowledge into useful organic stories.
02 · CAPTURE INTENT
Scale proven messages through paid acquisition and precise audiences.
03 · CONVERT & LEARN
Use lifecycle behavior, ecommerce revenue, and campaign economics to determine the next move.
That response created the connected operating system in the next section: Meta builds and captures demand, while lifecycle marketing nurtures, converts, and returns stronger audience signals.
04.The connected operating system
One Edra growth story. Two specialist deep dives.
The overview establishes the business problem and combined impact. The chapters below show how demand moved between social acquisition and lifecycle revenue, with audience behavior and performance data informing both systems.
Organic + paid Meta
Build and capture demand
Clinical storytelling creates the signal. Custom Audiences, lookalikes, retargeting, creative testing, and budget governance turn it into qualified acquisition.
2.4K leads in 3–4 months · $1.60–$2.72 observed CPL
Explore the Meta funnelEmail + lifecycle
Nurture and recover demand
Lead source, specialty, product interest, site behavior, and cart activity determine the next message, while high-intent segments return to Meta for recovery.
120 email campaigns · 1.63M sends in a captured 30-day report
Explore the lifecycle system05.Results & Business Impact
Creative performance translated into revenue.
Career scope and selected EDRA outcomes are distinct: 300+ is the cumulative campaign total, while lead volume, CPL, seasonal outcomes, and email figures each belong to their own reporting periods. They are not one campaign cohort or a lifetime average.
06.What Changed
From scattered activity to a compounding growth operation.
Built the operating engine
Launched and unified the social presence, media plans, production pipeline, scheduling, community response, analytics, and lifecycle programs for a lean eight-person business.
Scaled specialist demand
Managed nine Meta campaigns concurrently in this historical program through CPL ceilings, controlled testing, and evidence-based reallocation, while directing 1,000+ social assets and 100+ videos and generating 2.4K qualified leads in 3–4 months at $1.60–$2.72 CPL.
Made every channel peak together
Paid social, email, author co-marketing, onsite merchandising, discount strategy, and remarketing were sequenced into one coordinated seasonal campaign calendar.
Turned proof into investment
$40K to $50K generated in seven days, with lead volume, revenue, ROAS, and ROI forecasts used to justify further marketing investment.
The measurement layer behind these numbers
Every result above was read through AttributionROI.
Meta reports leads; the business needs revenue. As Growth Marketing Manager, I built AttributionROI to normalize campaign performance, lead exports, and ecommerce orders into one model, so the CPL, ROAS, and portfolio decisions in this case rest on verified attribution rather than platform-reported estimates.
Explore the measurement systemAttributionROIMeasurement
SpendLeadRevenueROI
The thinking behind this work
Notes on paid social, creative testing, and performance discipline.
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