I lead growth by turning marketing from a cost center into a scalable, data-driven revenue engine. As a growth marketing director, I specialize in building systems that connect paid media, analytics, and team alignment to drive measurable business outcomes.

Over the past decade, I have managed more than $100M in ad spend and led teams that have grown audiences to millions while improving efficiency and margins. My approach is simple: identify the 20% of actions that drive 80% of results, then build the frameworks and teams that deliver them at scale.

At Radiant Digital, I lead the Growth team responsible for the majority of company revenue. By uniting media, creative, and data within one system, we increased revenue by 67% and margin by 63%. I focus on connecting the right levers: people, data, and process—so growth becomes predictable, repeatable, and profitable.

As an immigrant and U.S. Army veteran, I have learned that grit, ownership, and trust are non-negotiable. Those lessons shape how I lead: with discipline, transparency, and a deep sense of responsibility for outcomes.

I believe growth is never an accident. It is the product of disciplined testing, aligned teams, and leaders who take responsibility for both results and people. 

- Legacy Over Currency.

Arthur Torres

You made it.

Not because it was easy.
Not because it went as planned.

But because you kept showing up when the work was uncomfortable, unclear, and uncelebrated.

2025 tested a lot of people in ways that won’t show up on a résumé.
Decisions that didn’t have clean answers.
Pressure without certainty.
Progress without applause.

If that sounds familiar, take a moment today and acknowledge it.

Real growth rarely feels like winning in the moment.
It feels like endurance.

Be proud of that.

Now we build from here.

Head of Growth | Building Scalable Revenue Systems Through Paid Media & Data

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I’ve been going to the gym consistently since 2013.

There were times I disappeared for weeks.
Not because I “lost discipline,” but because life hit hard.

When we lost our baby.
When Carol was hospitalized.
When it felt like everything around us was unstable and heavy.

Training wasn’t the priority then. Survival was.

What surprised me was how hard it was to start again.

Standing in front of the bar, knowing I used to be stronger. Knowing I used to move with confidence. Feeling like I was starting over, even though I wasn’t.

That’s when I learned something I still think about often:

Momentum compounds.
But so does stopping.

Not in a dramatic way. Quietly.
In hesitation. In self-doubt. In how hard it feels to restart something you once owned.

This isn’t just about the gym.

It’s the same thing with teams, careers, and leadership.
When momentum breaks, rebuilding it takes more effort than keeping it alive ever did.

Progress isn’t lost in big failures.
It leaks out during hard seasons when consistency disappears.

Sometimes the win isn’t pushing harder.
It’s showing up again when it would be easier to walk away.

I didn’t expect a Titanic exhibit to feel like a leadership case study.
But here we are.

Walking through the exhibition, one thing became clear.
The Titanic didn’t fail because of a single mistake.

There were warning signs everywhere:
	•	Ice reports coming in throughout the day
	•	A culture that rewarded speed and headlines
	•	Teams doing their jobs well, but in isolation
	•	Signals that were seen, but not acted on

Yet when everything went wrong, there was still only one role that ultimately mattered.

Captain Edward Smith was responsible for every life onboard.

Not because others didn’t fail.
But because leadership exists to own the outcome when pressure, incentives, and momentum all point in the wrong direction.

I see this same pattern with founders and growth leaders all the time:
	•	Speed quietly becomes the goal instead of signal quality
	•	Teams optimize locally while risk compounds globally
	•	No one feels empowered to challenge the trajectory

Most failures don’t come from bad people or bad data.
They come from leaders allowing momentum to replace judgment.

Leadership isn’t about slowing things down.
It’s about being accountable enough to interrupt a bad direction.

#Leadership #Founders #CutThroughTheNoise #FocusOnImpact

After years of leading growth teams, I’ve noticed a pattern.

Lead price gets treated like the win.
Teams celebrate it.
Dashboards highlight it.
Meetings revolve around it.

But CPL is just a lever. Not the outcome.

It’s something you adjust to influence what actually matters: CAC, payback, revenue per customer.

I’ve watched teams drive lead costs down and feel like they were winning, only to realize later the business was getting weaker.

And I’ve seen higher CPL unlock profitable growth because the downstream economics worked.

Cheap leads don’t scale. Healthy economics do.

Lantern

- Develop and implement performance-driven digital marketing strategies across high-impact channels like Facebook, Instagram, and TikTok, focusing on lead generation and sales growth through data-driven campaign management and ad optimization.
- Fully manage the paid social creative strategy process: from ideation, research of industry trends, briefing ad concepts, scripting videos, launching approved ads, and in-platform optimization. From there, iterate on winning ad creatives to test new hooks, ad copy, and new creative angles.
- Deeply understand clients' target audience (needs, wants, and pain points) to create ads that speak directly to the ideal customer.
- Drive innovative testing strategies and manage ad budgets exceeding $500K/month, optimizing paid social ads to consistently achieve target CPAs and improve conversion rates.
- Work closely with the design team and content creators to create highly effective creative assets by leveraging current trends and data-driven insights.
- Develop agency-wide systems that efficiently streamline the creative production process and effectively deliver high-quality assets to clients on time reducing miscommunications with the design team.
- Lead weekly reporting calls with multiple clients to discuss campaign performance, upcoming creative initiaves, and drive strategic improvements.

Growth Marketing Manager & Performance Creative Strategist 

Life Time Inc.

Yoga Instructor

Primer

- Developed and executed highly effective creative assets and innovative paid social campaigns leveraging of data-driven insights and current trends across various platforms that successfully improved conversion rates.
- Collaborated with cross-functional teams, including designers, video editors, and copywriters, to ensure seamless execution and integration of strategic brand initiatives.
- Managed multiple client accounts simultaneously, prioritizing creative excellence and efficiency under tight deadlines to significantly improve conversion rates.
- Designed and produced engaging visual presentations and strategic pitch decks to enhance client relationships and effectively communicate creative strategies.

Creative Strategist

- Developed detailed customer personas and BDQs (buyer decision questions) to enhance client onboarding and define their ideal target audience, and closely collaborated with the design team to create personalized marketing assets (video content, images, GIFs, and unique campaign landing pages) for social platforms like Facebook, Instagram and TikTok.
- Led weekly initiatives to test new ad creatives, focusing on prospecting and retargeting, and continuously optimized high-performing campaigns.
- Analyzed and reported on KPIs to track and demonstrate the effectiveness of marketing campaigns, driving measurable growth and strategic improvements.

Digital Marketing Manager

Kaizen Social Marketing

- Digital account director managing multiple performance-based clients.
- Daily campaign management & implementation of channel strategies for Email Marketing, Social Media Ads, Content Creation, SEO, Affiliate, Outreach, and Partnerships.
- Oversee website development and site maintenance to improve the user experience.
- Weekly goal tracking and budget management for all performance-based marketing campaigns.

DesignCrowd

- Develop new testing strategies for Facebook campaigns to be able to grow customer registrations and sales.  First campaign generated over 500 registrations in 2 weeks. 
- Optimize the customer journey through the site and help create new landing pages and ad images for testing
- Manage online campaigns through Affiliate networks (Commission Junction, Linkshare, etc) Facebook Ads, Twitter, Gmail, and Retargeting.
- Trained marketing staff on how to use Facebook Ad Platforms
- Created a social media content strategy to increase customer engagement.

Affiliate, Display & Social Media Marketing

Vistaprint

•Social media content creation and management – Lead Facebook’s fan base growth from 15k in Sep 2012 to 113.5k fans in Sep 2014.
•Developed project with Customer Service team to support Social Media and respond to Facebook comments and complaints
•Work closely together with other channel managers SEO, SEM, TV, Print and Group Buying to run integrated campaigns
•Constant collaboration with global to align marketing strategies and improve the overall customer experience
•Budget planning, negotiation of rates and set up of new campaigns
•Direct media buying and close relationship with some of Australia’s top networks: Facebook, Google Display Network, Yahoo, MCN, Mi9, Clixgalore, Commission Junction, DGM, ROKT, Google Retargeting, FBX, etc
•Planning & management of multiple digital campaigns through Display and Affiliate Networks with a Direct response focus
•Daily campaign analysis and optimisation by monitoring metrics such as CTR, CR, AOV, GM%, ROI, etc
•Challenge existing campaigns and develop testing strategies to improve performance & cost efficiency 
•Coordinate internal delivery of creative assets for all different offers and partners

Sr. Digital Marketing Specialist

Ampersand Executive

Marketing Coordinator (Contract)

Omnicom Media Group

Accounts: Mercedes-Benz, Scotiabank & Bridgestone
Developed traditional and digital media plans with close involvement in the strategic direction.
Managed vendor, creative agencies, and local PHD offices relationships.
Coordinated the traffic process: received, revised, and sent creative specs and materials.
Implemented and maintained multiple simultaneous campaigns.
Analyzed and developed reports of campaign results. 
Managed media billing process using Donovan Data Systems and Software (DDS).

International Account Coordinator & Media Planner

Yahoo!

Developed and updated marketing strategies and internet modules/banners promoting our properties and current campaigns through out the Yahoo! Hispanic Americas' websites.
Created tool in MS Excel to track marketing campaign statistics and evaluated results; Campaign Strategy &amp; Implementation Coordinator

Marketing Intern

Fisher-Price

Developed the Infant Toy's long range product strategy and line planning for Fall 2008.
Managed up to 10 different brands within Infant toys. 
Handled over 30 daily calls and complaints during Mattel's Toy recall in August 2007.

With over 15 years of experience in digital marketing and creative strategy, I specialize in managing the complete creation process of paid social ads and campaign optimization, driving high-quality leads and sales through performance-driven strategies. My tactical approach and deep expertise in platforms like Facebook, Instagram, and TikTok have consistently driven above-target results.

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