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

HashiMotto AI

**Coming soon**

• leading the creation of a specialized platform focused on improving care for Hashimoto’s through data-driven personalization
• overseeing product strategy, user research, and early validation with individuals across key global markets
• shaping a scalable business model combining digital subscriptions and curated partnerships
• completed a startup accelerator focused on refining our go-to-market, financial model, legal foundation, and more
• currently building strategic relationships and preparing for market entry and pilot rollout

Founder & CEO

Optinian

Head of Affiliates

Household Radoncic

Responsibilities:
• operating in a high-stakes, fast-paced environment | Collaborating with my co-founder (aka my wife) to manage a demanding junior associate who works unconventional hours and enforces strict snack deadlines.
• real-time problem solving | Interpreting cryptic, high-alert notifications (cry patterns, tiny gestures) and responding to immediate requests for food, comfort, and entertainment.
• office management | Maintaining a spotless inventory of essential supplies (bottles, diapers, wipes, etc.) while ensuring “personnel” stays hygienic and presentable at all times.
• conflict resolution | Mediating intense disputes over nap schedules and the unauthorized consumption of…well, anything that lands into the junior associate’s hands.
• creative innovation | Crafting engaging presentations on topics like “The Magic of Peek-a-Boo” and “Why Veggies Are Fun!” to build buy-in from our junior executive.
• stakeholder engagement | Maintaining positive relations with external consultants (grandparents, pediatricians) to maximize operational efficiency.
• multi-tasking mastery | Simultaneously managing snack distribution, diaper duty, and impromptu karaoke sessions.

- - - - - - - - - - - -

Achievements:
• survived 100+ sleepless nights with minimal caffeine-induced breakdowns.
• working towards a PhD in Toddlerese (fluent in “ga-ga-goo” negotiations).
• consistently exceeded KPIs (Kisses Per Interaction) with measurable ROI (hugs).

Parent

Industex

• supported the onboarding of 100+ affiliates, ensuring they had access to the necessary resources and guidance to kickstart their campaigns.
• collaborated with cross-functional teams to align affiliate campaigns with inventory management, assisting in coordinating efforts for 800+ products across seasonal and promotional initiatives.
• assisted in managing affiliate relationships across Europe, helping to foster connections and align partner efforts with the brand’s goals.
• contributed to the planning and optimization of affiliate marketing strategies, providing input to improve campaign performance and align with market demands.
• actively monitored affiliate activity, gathering insights to support the refinement of campaigns and operational workflows.
• utilized Traffic Manager as the company’s chosen CRM to efficiently manage affiliate activities, track performance, and streamline campaign operations.

Affiliate Manager

Coinis Ltd

Head of Affiliate Marketing

Proactive Business Development Manager specializing in Affiliate Marketing within the adTech industry. Leveraging multiple methodologies and frameworks to drive strategic initiatives and foster mutually beneficial partnerships.

Responsibilities:

Strategic Partnership Development
• implemented the MEDDIC framework to qualify and engage partners effectively
• applied Account-Based Marketing (ABM) to personalize outreach for publishers and advertisers
• negotiated and secured high-value deals with top-tier affiliates and media buyers

(Tech-Savvy) Solutions Presentation
• communicated the technological advantages of Coinis' solutions with clarity through highly optimized and personalized pitch decks
• aligned offerings with the Blue Ocean Strategy, differentiating from competitors

Revenue Growth Initiatives
• led revenue-generating initiatives with an aim of 10-30% YoY growth for all parties involved

Industry Thought Leadership
• established Coinis as a thought leader through industry events
• innovated based on NPS feedback for a client-centric approach

Team Leadership and Collaboration
• fostered collaboration across teams to enhance partner engagement

Data-Driven Decision Making
• leveraged analytics (GA, Yandex, Clarity, etc.) for informed decisions and optimizing in-house marketing efforts
• showcased ROI improvements through data-driven insights
• introduced new attribution models to better align campaigns with affiliate channel performance

Business Development Manager

Media Buyer

AdNytra

• applied in-depth knowledge of the Nutra space, gained from personal experience in the affiliate space, to optimize AdNytra's affiliate network for Nutra offers.
• designed and conducted targeted training programs for the Business Development team, equipping them with effective strategies for affiliate acquisition in the Nutra vertical.
• integrated market insights gained from personal experience as a Nutra affiliate, providing the team with a nuanced understanding of affiliate needs and preferences.
• introduced and implemented key performance metrics to evaluate the success of affiliate recruitment efforts, allowing for data-driven decision-making and continuous improvement.
• fostered collaboration between the Business Development team and other departments within AdNytra, ensuring a holistic approach to affiliate network growth.
• established a feedback loop to collect insights from the team's interactions with affiliates, facilitating iterative improvements to the network's offerings and services.
• collaborated with the team to develop and execute strategies for expanding the Nutra affiliate network, identifying and capitalizing on emerging opportunities.
• initiated knowledge transfer sessions to disseminate expertise in Nutra affiliate marketing, empowering the team with the latest industry trends and best practices.

Business Development Consultant

eCoupon

Co-founder of eCoupon, a coupon aggregation website designed to rival industry giants like RetailMeNot, Honey, Groupon, and others. Played a meaningful role in the project's lifecycle and eventual transition, contributing to its growth, learning valuable lessons, and making informed decisions.

Responsibilities:

• developed and executed the strategic vision for eCoupon, navigating the challenges and opportunities in the competitive coupon aggregation landscape.
• led a team of marketers, designers, and developers - facilitating a collective effort in building and maintaining the eCoupon platform.
• overlooked the technical aspects of the project, including API development (gaining a deeper understanding of the technical intricacies while working closely with the engineering team).
• implemented marketing strategies to enhance eCoupon's visibility, adopting a pragmatic approach to compete with industry leaders.
• prioritized a user-centric approach, incorporating user feedback to refine the platform's usability and features.
• contributed to the eventual decision to transition away from eCoupon, leveraging experiences and insights to explore new opportunities.

Co-Owner

Mother Tongue Writers

Language Localization Specialist

netboxify

Marketing Consultant

eZdia Inc.

Keyword Research Analyst

Things about me
not included in my CV
(rhyme intended)

👨🏻‍🏫 𝗘𝗻𝗴𝗹𝗶𝘀𝗵 𝗟𝗮𝗻𝗴𝘂𝗮𝗴𝗲 𝗧𝗲𝗮𝗰𝗵𝗲𝗿 𝘁𝘂𝗿𝗻𝗲𝗱 𝗗𝗶𝗴𝗶𝘁𝗮𝗹 𝗠𝗮𝗿𝗸𝗲𝘁𝗲𝗿 👨🏻‍💻

I like to believe that my career-conscious Self emerged when I adopted the lifelong learning philosophy and when Young Me was pondering how choosing the path of an educator would allow him to grow in wisdom and knowledge, which he could then selflessly share with others.

Back then, little did I know that, in life, roads fork. A lot.

2015. Big domino effect. Me standing at crossroads with multiple choices revolving around the Digital Age. This marked the beginning of my career shift - eloping the traditional confines of the physical classroom to explore the vastness of the digital landscape.

Fast forward, here I am. Absorbed by developments in AI and obsessively hanging on to Affiliate Marketing and adTech.

BUT (there's always a but)!

That same dream of passing on knowledge still lingers. Especially now, when decoding the internet’s chaos for others is more important than ever, I often find myself reminiscing about the potentiality of “My Days as a Teacher” - not out of regret, but from a deep-seated desire to educate.

🩺 𝗔 𝗛𝘆𝗽𝗼-𝗖𝗵𝗼𝗻𝗱𝗿𝗶-𝗖𝗮𝘁 🙀

I might jest about being a hypochondriac, a title I've earned by friends and family through countless self-diagnosed ailments. What they don’t know though is that this very hypochondria has been fueling my interest in health and wellness all this time - inspiring me to develop dozens of solutions targeting specific health issues.

🤗 𝗙𝗮𝗺𝗶𝗹𝘆-𝗼𝗿𝗶𝗲𝗻𝘁𝗲𝗱 🫂

Family is my anchor. Family is the core of my existence. Every success, every milestone achieved, I dedicate to my loved ones.

My role as a husband, father, son, brother, grandson, nephew, cousin, in-law, uncle, friend… All these roles connect me to an incredible network of people who shape my world and define its meaning.

🇲🇪 𝗗𝘂𝗮𝗹 𝗠𝗲𝗻𝘁𝗮𝗹𝗶𝘁𝘆 🇱🇺

With the Balkan region being tumultuous back in the 90s, my family decided to flee our country for a safer life. This led us to 4 years in Luxembourg as refugees. Four years which proved to be formative to my Self – proving later on to have imbued me with what I call a dual mentality; that of a Balkan and a Westerner.

I don’t know what people will make of this. But merging the Balkan spirit with Western culture has provided me with a lens that balances the depth of heritage with the drive for progress, allowing me to march through life with both rootedness and adaptability.

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Arthur Torres

Omar Radončić

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