Our Industry Profile takes a look at some of the professionals working across the advertising, adtech, marketing and media sector in Australia. It aims to shed light on the varying roles and companies across the buzzing industry.
Daniel Torres: General manager at Elephant Room
Time in current role/time at the company:
I joined Elephant Room in February 2025, so I’ve been here just over six months. It’s a new role for the agency and a big opportunity to help shape its next stage of growth.
How would you describe what the company does?
Elephant Room is a growth partner performance agency for ambitious e-commerce brands. We help businesses scale through smart customer acquisition, strong retention strategies and clear measurement. Whether it's launching into new markets or increasing profitability, we act as an embedded growth team focused on outcomes that move the business forward.
What do you do day to day?
Every day is a mix of people, business operations, performance and problem-solving. I oversee operations across the agency, help teams deliver on client growth plans, and work closely with our leadership team on where we are going next. Some days I’m deep in structure and resourcing, others I’m jumping into a pitch or creative review. I make sure we are set up to grow and stay sharp.
Define your job in one word:
Operator.
I got into the industry because:
I loved the blend of strategy, data, tech and measurement. Marketing gave me a space to think big, solve real problems, and see results come to life. Once I landed an internship at a media agency after my MBA in London, I was hooked.
What’s the biggest challenge you face in your role?
Scaling fast without losing what makes us great. We’re growing quickly and expanding internationally, so the challenge is maintaining performance, culture and consistency while everything gets bigger and more complex.
What’s the biggest industry-wide challenge you’d like to see tackled?
There is still a gap between marketing activity and business impact. Too many brands and agencies are making big decisions based on incomplete data, rather than what actually drives revenue, profit or long-term growth. As an industry, we need to shift our focus toward measurement frameworks that align with real business goals, not just media performance.
I’d also like to see more collaboration around how we handle privacy, data and AI. We’re all adapting in real time, but we don’t have to do it in silos.
Who has been a great mentor to you and why?
I’ve been lucky to have strong mentors throughout my career who gave me stretch opportunities early, backed me through challenges and helped shape the way I think and lead. But my greatest mentors are my parents. They taught me to have a strong work ethic, to think analytically and approach problems with logic, as well as helped me develop emotional intelligence, and how to lead with empathy. A lot of how I operate today, in business and in life, comes back to those lessons.
Words of advice for someone wanting a job like yours?
Get across business metrics, business operations and team building. Be curious. Ask good questions. You don’t need a title to start leading, so look for chances to step up. And surround yourself with people who challenge and inspire you. That’s where the real learning happens.
If I wasn’t doing this for a living, I'd be:
I would probably be in the pharmaceutical industry, working in a marketing or business strategy role. That’s where I started my career before shifting into media and performance.
My philosophy is:
Define a clear goal, build a plan to get there, make sure every decision ties back to it, and stay flexible because things change along the way.
My favourite advert is:
Nike’s Write the Future from the 2010 World Cup. It’s cinematic and emotional, a powerful reminder that one moment can change everything. It captures pressure, ambition and the impact of backing yourself.
Music and TV streaming habits: what do you subscribe to?
Spotify, Netflix, Prime and HBO Max. I’ve got playlists for work, travelling, and a watchlist that keeps growing and I’ll probably never finish.
Tell us one thing people at work don’t know about you?
When I was growing up I wanted to be a professional football player and pushed back my University studies to give it a try.
In five years’ time, I'll be:
Leading global operations and surrounded by great people, solving more complex problems that drive real impact and giving the people around me room to grow.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.