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

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.

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

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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.

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.

MacEwan University Sport and Wellness

Lifeguarding the pool in a courteous, professional manner and ensuring the public's safety by maintaining a safe environment in accordance with health and safety principles as well as all regulations and standards, including Alberta's Pool Standards and Regulations and the Aquatic Safety and Supervision Plan.

Providing public education and ensuring that patrons understand and comply with all pool rules.

Providing high-quality instruction of all assigned programs, including swimming lessons, private lessons, specialty programs and Aquatic Fitness.

Completing all related administration, including lesson plans, report cards, worksheets, and daily attendance.

Lifeguard/Instructor I

City of Beaumont

15+ years of high volume quality customer service in recreation, culture, and aquatics.

Key Responsibilities & Accomplishments:
- Key subject matter expert for the aquatic centre  transition from Aqua-Fit Centre to Beaumont Sport & Recreation Centre – Budget, wages, operations, staffing, procedure, and program updates.
- Key subject matter expert for programming transition and process execution from Red Cross Swim programs to Lifesaving Society Swim for Life and Swim to Survive programs.
- Restructured department and wages for a team of 57 staff.
- Oversees and manages  a programming budget of $250,00/year.
- Ensure employee morale and actions are kept positive, and professional, and meet City protocol and standards. 
- Correspond and work proactively with other facility managers and leads routinely
- Team lead, planner, and front-line leadership for any/all aquatic programs, public services, and day to day operations; including but not limited to mechanical operations and maintenance.
- Provide prompt and exceptional customer service while ensuring all patron and user-group needs are met and direct, clear, timely communication to all staff and patrons.
- On-going evaluation of programs and services. 
- User-group and patron engagement for day to day services, special events, and concern/conflict resolution.
- Aid in department budget planning, use, and monitoring of funds and resources.
- Maintaining City of Beaumont values and standards in facility and city-wide projects and planning.
- Scheduling of all aquatic staff.
- Monitor, review/troubleshooting, and submission of aquatic staff payroll. 
- Management of the aquatic recruitment and performance evaluation processes through JazzHR. Including but not limited to job postings, review and interviewing of new applicants, hiring requests, performance appraisals and management, staff recognition, and succession planning.
- Lifesaving Society and Red Cross programs coordinator, facilitator, and provider.

Team Lead, Aquatic Services

Reporting to the Manager, Recreation & Culture, the Team Lead, Guest Services, is responsible for the implementation and delivery of guest services across the recreation services department at the Beaumont Sport & Centre. 

Additionally, they are required to meet the needs of staff, through leadership, supervision, coaching and mentoring, as well as configure and maintain Intelli, the recreation software. 

The Team Lead, Guest Services is responsible to establishing policies, procedures, and policies for the guest services area and the delivery of services. They are also responsible for teaching, training, and staff development, as well as upholding the Beaumont health and safety program.

Acting Team Lead, Guest Services

Reporting to the Director, Recreation Services, the Supervisor, Guest Services, is responsible for the implementation and delivery of guest services across the recreation services department (Beaumont Sport & Recreation Centre, Beaumont Community Centre,  and Ken Nichol Recreation Centre). 

Additionally, they are required to meet the needs of staff, through leadership, supervision, coaching and mentoring, as well as configure and maintain Intelli, the recreation software. 

The Supervisor is responsible to establishing policies, procedures, and policies for the guest services area and the delivery of services. They are also responsible for teaching, training, and staff development, as well as upholding the Beaumont health and safety program.

Acting Supervisor, Guest Services

Reporting to the Aquatics Supervisor, the Head Lifeguard is responsible for the supervision, mentoring, and training of all lifeguard and instructor staff. They are also responsible and assist with the aquatic staff schedule and payroll as directed and needed.

They are also responsible, coordinate, and assist (as directed and needed) with all aquatic program and operation processes and procedures. They also are responsible for aquatic booking requests and user group relations and communications.

Head Lifeguard

PROPEL - Private Lesson Swim Instructor

I LOVE AQUATICS! With 15+ years of lifeguarding and instructing experience and working at 6 different indoor and outdoor aquatic centres, I am an active volunteer for the Red Cross and Lifesaving Society. 

Experienced and passionate in all parented, preschool, swimmer, adult swimmer, adapted, junior lifeguard club, swim club, and aquatic leadership programs. Excited to share my passion and love for the water with anyone looking to learn to swim, work on stroke improvement, prepare for aquatic leadership courses, and maintain an aquatic fitness lifestyle.

https://www.propelhq.com/locations/edmonton-ab/edmonton-northeast/jared-d

Private Swim Lesson Instructor

City of Leduc

Reporting to the Aquatic Programs Coordinator, the full time and casual lead instructors supervise, mentor, and train all aquatic instructors. They are the on deck presence for public and staff and are the point of contact.

They also assist as needed and directed with programming, scheduling, and overall aquatic program maintenance. 

I also acted as Aquatic Programs Coordinator for long periods of time in my 2 years as Full Time Lead Instructor.

Lead Instructor

Reporting to the aquatic operation coordinator, lifeguard II’s are responsible for the overall supervision of the lifeguard staff, public/aquatic centre users, and overall operations of the aquatic centre, including but but limited to water tests, trouble shooting, and emergency response.

Senior Lifeguard/Instructor II (Indoor & Outdoor Pool)

Managed by the Guest Services Coordinator, the casual guest service representative is responsible for being a wealth of information for recreation and city services. In listening to guests’ needs, the guest service representative I is be able to provide meaningful experiences and deliver recreation services by providing guests with timely and applicable information regarding products, services, events, and all things Leduc. The role is front facing, on site and is needed during facility operational hours.

Guest Service Representative

Reporting to the Aquatic Operations Coordinator and Aquatic Programs Coordinator, the Aquatic shift leaders supervised, mentored, and trained all lifeguard and instructor staff. 

They are the on shift and on deck presence for all patrons and aquatic staff as shift supervisor and leadership point of contact during regular operations. 

During this time I also acted in the Aquatic Programs Coordinator and Aquatic Operations Coordinator capacities for short to long periods at a time. 

I also was program, operation, and public emergency responder and trouble shooter during this employment period. 

I was also trained as an Aqua-Fit Instructor internally and certified in Water Art and AFLCA.

Aquatic Shift Leader

City of St. Albert

Lifeguard

Town of Devon

Reporting to the Manager and Assistant Manager of Aquatics, I was responsible for the overall supervision of the lifeguard staff, public/aquatic centre users, and overall operations of the aquatic centre, including but but limited to water tests, trouble shooting, and emergency response.

Shift Supervisor - Lifeguard/Instructor (Outdoor Pool)

The Derrick Golf & Winter Club

In my time at The Derrick Golf & Winter Club, I provided the following services:
- Aqua-Fit Instructor
- Lifeguard
- Instructor 
- Facility Maintenance, & Cleaning 
- Mechanical & Water Chemistry monitoring, trouble shooting, & Testing
- Emergency Response

Aqua-Fit Instructor, Lifeguard/Instructor (Contractor)

City of Wetaskiwin

Reporting to the Aquatic Manager and Programmer, I was responsible for the overall supervision of the lifeguard and instructor staff, public/aquatic centre users, and overall operations of the aquatic centre, including but but limited to water tests, trouble shooting, and emergency response.

Lifeguard/Instructor - Shift Supervisor

Leduc Cinemas

As shift supervisor, I was responsible for the following:
- Staff supervision, mentoring, and training.
- Public relations and customer service.
- Selling and re-stocking of theatre food and snacks.
- Ticket sales and cash management. 
- Theatre and overall facility maintenance and cleaning. 
- Opening and closing of the establishment and doing safety checks.
- Mechanical checks and ensuring entertainment begins at the proper times and is prepped accordingly.

Shift Supervisor

Reporting to the Supervisor of Aquatics, Aquatic Operations Coordinator, and Aquatic Programs Coordinator, I was responsible for the overall supervision of the lifeguard staff, public/aquatic centre users, and overall operations of the aquatic centre, including but but limited to water tests, trouble shooting, and emergency response.

Lifeguard/Instructor

Experienced aquatic services professional with a demonstrated history of working in the government administration industry. Skilled in water safety training, leadership, first aid, lifesaving, health and safety, and team management. 

As a highly motivated and ambitious aquatic professional with 15+ years of high volume quality customer service in recreation, culture, and aquatics, I am passionate about serving communities. Competent, organized, and dedicated to assisting client and staff needs with the ability to adapt to fast-paced work environments. 

Exceptional leadership and team-building skills, ensuring confidence and effectiveness while working with individuals in all levels and backgrounds of recreation. Advanced troubleshooting skills with proven collaboration abilities across organizational levels to quickly and tactfully resolve issues in the initial stages.

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