SimplyWise: scaled Cost Estimator's daily paying users 4–5x in nine months
Performance Creative Strategist·Paying user growth·March 2025 — Ongoing
I truly don't want to write this recommendation because I don't want Marta going anywhere — I want to keep her to myself forever. But I owe it to her, because she's just that good.
Marta is an absolute powerhouse: creative, proactive, and unstoppable when it comes to getting things done. Whatever the task in front of her, she'll bulldoze a wall to get it done, and get it done fabulously. Within her first week, she was already talking directly to customers, doing deep research, and enlisting her own friends and family for content ideas and shoots. Almost a year later, the energy and pace haven't slowed for a second.
She has a rare mix of strategic thinking and scrappy execution that every startup dreams of. She constantly goes above and beyond, looks for new ways to contribute, and somehow still makes it all look effortless. I look forward to working with her for a long time, so hands off, folks!
— Allie Fleder, Co-Founder, SimplyWise
The engagement
Creative strategist and producer for SimplyWise, a US tech company building AI-powered apps for self-employed pros and small business owners. I own concept development, creative testing, account-level performance analysis, and creator management across paid social — the primary growth channel.
The challenge
No marketing team. No creative system. The flagship product was at a low daily paying user count with no reliable pipeline to scale from.
The audience changes by product, and each one needs creative anchored in real user language, not invented benefits. Every concept has to clear Andromeda and survive CBO routing that defaults spend to historical winners.
Building everything from scratch while running a live account at the same time.
Approach
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Built the creative operation from scratch — set up the Notion concept database, our naming convention, brief and QC templates, the asset library that the entire team now uses in ad production, and the handoff system between strategy, production, and media buying
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Ran weekly, quarterly, and annual performance analysis — pulled directly from Meta Ads Manager, TikTok Ads Manager, and Motion, translated into actionable feedback the team worked from
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Built a Flask app in Claude Code that drafts, scores, and QCs creative briefs before they go to production — cut the cycle from days to hours per concept
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Ran the Spanish-language expansion as a parallel pipeline, not a translated afterthought — separate research, separate creative, same performance accountability
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Built out the in-house UGC production — sourced authentic content from real app users, briefed and directed creators, and managed those relationships end-to-end
Results
Daily paying users on the flagship product scaled 4–5x over nine months
Iterated on the historical top-performing creative — the new version surpassed the original and held as a top creative across the account for months
Top static I produced ran at roughly a third of the campaign average CPR
Secondary product's blended CPR improved by more than 50%
Weekly performance reports surfaced the CBO spend-concentration issue that was starving new creative — informed the campaign restructure conversation with the founder
Daily paying users on the flagship product scaled 4–5x over nine months
The creative
Takeaway
I don't just write ads — I build the system that produces them, then read the data coming back out of it.