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

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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