About · Lays Paiva

HI, I'M LAYS.

I treat marketing like a product: tight feedback loops, real CAC math, and creative that converts instead of just looking nice in a slide deck. I've scaled AI and B2B products from launch to hundreds of thousands of users, and when something works I turn it into an AI tool so it never eats my time twice. Yes, I build those myself. No, AI hasn't replaced me. I checked.

Remote · works in 🇧🇷 PT & 🇺🇸 EN

01 Companies I've grown

The Feed Media NOW

Growth Manager

Oct 2025 - present
Full-time · Remote

Lead paid growth for multiple SaaS / editorial / newsletter brands, focused on subscriber quality, not just volume. Own the full acquisition loop: audience research → creative testing → conversion → downstream revenue.

Drive 20–30% lower CPLs through insight-led creative strategy over generic hooks.
Build structured A/B frameworks across paid social + email, isolating hook / proof / CTA.
Connect media-buying decisions to downstream monetization signals.
Build the AI tooling the team runs on (concept, reporting and Canva-AI skills).

QuickerLeads

Creative & Content Strategist

Jan 2025 - Jan 2026
Remote

Led end-to-end creative strategy for 5+ B2B clients across Meta, Google, YouTube and TikTok.

Improved average CTR by 40% and cut CPL 25% across B2B/DTC lead-gen.
Lifted landing-page conversion 30–50%; built testing SOPs that cut launch time 60%.
Produced 50+ concepts/month at a 35% A/B winner rate.

Onda Skim

B2B Content Strategist

2023 - 2024
Remote

Worked directly with the CEO to grow qualified-lead flow for B2B products and services.

Owned content strategy aimed at qualified leads, not vanity reach.
Built positioning and messaging for a B2B audience of operators and founders.

OficialFarma

Creative Strategist

Brazil
DTC · Health e-commerce

Creative strategy for one of Brazil's biggest compounding-pharmacy e-commerces: direct-response creative for health and supplement offers.

Built ad creative and funnel copy for DTC health products, where claims compliance and conversion have to coexist.
Applied direct-response fundamentals (hook, mechanism, proof, offer) to a regulated category.

Deletha

Entrepreneur & Creative Strategist

2020 - 2024
Own offers

Digital strategist, affiliate and offer owner with 4+ years in direct response, where I built and sold my own products.

Built my own offers end-to-end: VSLs, sales pages and email funnels.
Ran traffic, funnel and conversion as the owner, full P&L instinct.
This is where the "make it convert" discipline behind my paid creative comes from.

◆ Earlier roles

Darwin Agency · Media Analyst Mestre Agency · Media Analyst Market Me Good · SEO Content Writer V4 Company · Growth Marketing Analyst

02 I grow the whole funnel

Ads that convert are the entry ticket. What I actually run is the whole machine: taking a product, a SaaS or a startup from stranger to revenue, with every stage feeding the next.

🧲 Attract

Meta at scale, concepts grounded in real audience language, creative that stops the scroll because it sounds like the reader.

🪤 Capture

Pages and flows built to convert the click: Typeform logic, disqualification routing, lead quality protected from day one.

💌 Nurture

Welcome flows and sequences that turn a cold signup into an engaged reader. 45%+ open rates when I write them.

💰 Monetize

Offer copy and funnels that actually sell (my own did $1M+), partner-rec monetization with SparkLoop for newsletter clients, and media buying tied to CAC → LTV.

⚙️ Compound

Subscriber-quality analysis, structured A/B tests, and AI tooling that makes every stage above run faster next month.

Attract

Paid social · creative strategy · VOC research

Meta at scale, concepts grounded in real audience language, creative that stops the scroll because it sounds like the reader.

Capture

Landing pages · lead magnets · qualification

Pages and flows built to convert the click: Typeform logic, disqualification routing, lead quality protected from day one.

Nurture

Email funnels · onboarding · activation

Welcome flows and sequences that turn a cold signup into an engaged reader. 45%+ open rates when I write them.

Monetize

Offers · VSLs · partner recs · downstream revenue

Offer copy and funnels that actually sell (my own did $1M+), partner-rec monetization with SparkLoop for newsletter clients, and media buying tied to CAC → LTV.

Compound

Analytics · experimentation · AI systems

Subscriber-quality analysis, structured A/B tests, and AI tooling that makes every stage above run faster next month.

03 The toolkit

Everything orbits one job: growth. Hover around.

Meta Ads

Ad concepting

Copywriting

CAC / CPL / CPQL

Claude Code

Email funnels

Landing pages

Budget pacing

UGC & podcast ads

AI avatars · Arcads / HeyGen

ElevenLabs voice

Automated rules

Attribution debugging

Subscriber quality

Beehiiv

Substack

Notion

Hex

Canva

Pipeboard

SparkLoop

GROWTH

Paid acquisitionCreative & funnelsAnalyticsAI toolingStack

📱 Meta Ads
💡 Ad concepting
✍️ Copywriting
📊 CAC / CPL / CPQL
🤖 Claude Code
💌 Email funnels
🪤 Landing pages
📈 Budget pacing
🎙️ UGC & podcast ads
🧑‍💻 AI avatars · Arcads / HeyGen
🔊 ElevenLabs voice
⚙️ Automated rules
🔍 Attribution debugging
✅ Subscriber quality
🐝 Beehiiv
📰 Substack
🗂️ Notion
🔷 Hex
🎨 Canva
🟦 Pipeboard
⚡ SparkLoop