Drove sign-ups for a global creator brand at a third of target CPL.
Jay Shetty's daily-wisdom newsletter. Owned paid acquisition end-to-end and ran his creator-recorded video ads at scale, holding CPL at a third of target. The target felt ambitious. It wasn't.
The brief
The Daily Wisdom is Jay Shetty's daily newsletter spun out of his creator brand (On Purpose). I owned paid acquisition end-to-end from October 2025 through offboarding in April 2026, research, concepts, creator-recorded video ads, weekly reporting and a voice-clone experiment.
What I did
Built the research OneSheet, ran kickoff + biweekly meetings, and posted weekly Meta reports.
Produced monthly creative batches incl. DCT_104 "Life of Inertia", "Hi I'm Jay Shetty" creator videos, UGC podcast ads and an AI/ElevenLabs voice-clone experiment.
Diagnosed low LP CVR, a Meta tracking break after a thank-you URL change, and a multi-week unsubscribe investigation tied to the rebrand.
Automated a weekly "Daily Wisdom Newsletter Analysis" to Notion alongside the Meta reports.
