Hector Serrano (@hectorserrranoo) runs what may be the most innovative paid growth program in Silicon Valley. He joined @WisprFlow at 19, days after quitting D1 soccer. After making every ad himself for 1.5 years, he took the playbook the best e-com brands have used for years and made it work for B2B SaaS: creators make the ads, get paid a cut of the ad spend, and the best of them earn $100K+ a year. Over the past year, Wispr Flow grew revenue 30x+ and recently raised at a $2B valuation. Hector shares his full playbook. We cover: 01:17 What Hector does at Wispr Flow 03:10 The number-one growth lever 04:25 When to start investing in paid ads 08:27 The paid-UGC strategy and how it developed 13:44 How creator compensation works: percent of ad spend vs. GMV 20:07 The profile of a great modern marketing hire 25:03 The importance of young talent 28:22 Hector’s journey from D1 soccer to Wispr Flow 31:03 Step-by-step: How to build a paid-UGC group from zero 43:03 Reaching out to creators 45:37 Building culture inside your creator group 48:31 The role of the media buyer alongside the creative lead 50:05 Team size and structure 53:44 Why UGC works even in technical and enterprise SaaS 56:15 Advice for people embarking on the creator path 59:50 Common mistakes to avoid 01:02:21 The sports approach to hiring 01:03:52 Why the best marketers are allergic to AI output 01:08:07 Founder-led content 01:16:01 Why YouTube packaging matters more than production quality 01:20:06 Lightning round and final thoughts Also available on YouTube: