$63M in Meta Ad Spend: How to Lead a High-Performance Creative Team at Scale | Maryna Taiberman

Maryna Taiberman built a 70-person creative team and scaled brands spending millions only to realize the system was quietly collapsing beneath the surface.

In this episode, she reveals the hidden failures behind high-performing teams, the real cost of creative volume, and how to scale without burning out your people or your purpose.

This is a masterclass in how to scale performance marketing teams the right way with soul, strategy, and systems that actually work.

They discuss:
- The creative volume trap: How pumping out 400+ ads per month or 10,000 AI-generated images doesn't guarantee success, and can quietly erode strategic clarity and team morale.
- What founders get wrong about scaling: The subtle ways leadership decisions from system design to delegation slowly kill momentum, trust, and creativity inside high-growth teams.
- The illusion of high performance: Why teams that look fine on the surface are often already breaking underneath and how burnout hides behind output.
- The limits of automation and AI: Why “press-a-button” thinking is dangerous, how AI should be used for creative insight (not replacement), and what actually makes great creative work.
- The emotional side of operations: From post-Soviet overwork conditioning to managing high performers with empathy Maryna shares how operational excellence isn’t just systems, it’s psychology.

Topics:
00:00 Introduction
03:36 Building Growth Teams
06:41 Accountability & Grit
11:20 Winning Founder Traits
15:09 In-House vs Remote
22:57 Technicians & Managers
35:37 Data‑Driven Creative
51:33 AI in Marketing
01:04:27 Importance of Experimentation
01:07:47 Qualitative, Emotional Insight
01:13:28 Future Tools
01:39:18 Human‑Centric Risk‑Taking
Follow Shahbaz:
LinkedIn: www.linkedin.com/in/shahbaz-khokhar/
Twitter: www.x.com/shabbaraptor/
Instagram: www.instagram.com/shabbaraptor/

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If you have an inspiring story in entrepreneurship, tech, or digital marketing — we’d love to hear from you.

#CreativeStrategy #Meta #AIAds #FacebookAds #DigitalMarketing #Ecommerce #Creators #PerformanceMarketing #WorkInProgressPodcast #WorkInProgress

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