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

Most careers make sense in reverse.

When you’re in the middle of them, they often feel messy and uncertain. 

You take a job that wasn’t the plan. 
A reorg hits and you start over. 
You pivot more than once.

At the time it can feel like you’re drifting. But years later you start to see something different. Every experience gave you a lens that other people don’t have.

For me, parts of that path include:

🇧🇷 Growing up in Brazil.
🇺🇸 Immigrating to the United States.
⭐ Serving in the Army to earn citizenship.
📣 Building a career in marketing and growth.

At the time none of those things felt like they were part of the “plan.” But looking back, each one shaped how I see leadership, risk, and opportunity. 

Careers rarely move in straight lines.

And sometimes the things that feel like detours end up becoming the biggest advantages.

#CutThroughTheNoise
#FocusOnImpact

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

Performance marketing carries a lot of responsibility.
... And it should.

Marketing is expected to drive growth, improve efficiency, and bring in customers at a sustainable cost.

But doing that well requires understanding the entire funnel, not just the ad account.

Between a click and a customer there are a lot of things happening:

🔹 Landing pages
🔹 Forms
🔹 Qualification
🔹 Follow-up speed
🔹 Sales conversations
🔹 Trust building

Every one of those steps affects whether a lead becomes revenue.

Great performance marketers don’t just optimize ads.
They figure out where the funnel is strongest and push traffic toward that strength.

If you have an exceptional sales team, marketing’s job might be to get more qualified calls scheduled.

If the product converts incredibly well after a trial, marketing should focus on getting more people into the trial.

Performance marketing isn’t about traffic, but it can't carry performance alone. The funnel must work and be optimized together.

Curious where others land on this:

Where should marketing usually optimize first in a funnel?
Clicks, leads, meetings, purchases, customers?

#CutThroughTheNoise
#FocusOnImpact

Most tests don’t fail. They’re just never defined well enough to succeed.

A lot of teams are moving fast. Launching new campaigns, testing creatives, trying new audiences and landing pages.

When I’m talking to companies, a few simple questions are usually enough to make things start to break down.

What exactly is this test trying to prove?
What would success look like?
If this works, does it meaningfully change the business?

Too often, those answers aren’t clear.

So the test runs, data comes in… and nothing really changes. Not because the idea was bad, but because the test was never clearly defined in the first place.

When I evaluate growth systems, I’m less interested in how many tests are running. I care more about whether the team is clear on which tests actually matter and what outcome they’re driving toward.

Because speed without conviction creates noise. And noise steals more growth than bad ideas ever will.

Growth doesn’t come from testing everything. It comes from being intentional about what’s worth testing in the first place.

#CutThroughTheNoise
#FocusOnImpact

I care deeply about preparing the next generation of faith-driven media professionals in entertainment, journalism, and social media.

Through mentorship, career development, and networking, I want to help foster leaders who can bring balanced and respectful portrayals of faith into mainstream media. I currently have the ability to assist with coordinating hands-on learning and paid internships for students, alumni mentorship programs, and strategic career placements in key media spaces and places.

In essence, I am working to create a network of communicators that will advocate for fair, accurate, and inclusive representations of religion and belief.

I also love working with non-profits and caused-based entities and helping get the word out to others about all the great things they do to better the world. I specifically like creating social media strategies that can be paired with online influencers who can amplify their messages that inspire and uplift!

I worked at Bonneville Communications (boncom) as the lead social media strategist and influencer marketing director. Previously, I have also served as the President of Fluid Studio, an integrated marketing and advertising firm located near Salt Lake City, UT. 

One career highlight I am particularly proud of is growing an international cause-based entity to over 5 million fans in less than 2 years.  

I love working with you people with a passion to make a difference. I have served for over seven years as an adjunct faculty member teaching English and Communications courses at multiple colleges and universities, including Brigham Young University, Utah Valley University, and Salt Lake Community College.

I have also been involved in community organizations for several years, and currently serve as a board member for BYU Alumni and am on the editorial board for the BYU Magazine. I have supported the Utah Advertising Federation, AIGA, Salt Lake and Davis County Chambers of Commerce, and BYU Management Society—Salt Lake Chapter. I absolutely LOVE meeting new people. 

I am a graduate of Brigham Young University where I received both my Masters and a Bachelor of Arts in English. In my spare time, I enjoy running, reading, and spending time with my family.

Specialties: 
Digital Strategy
Print design
Package design
Media 
Branding and identity
SEO
SEM 
Interactive and web design
Social media marketing (Facebook, Twitter, LinkedIn, YouTube, Google+, Pinterest, blogs, etc.)

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