Thomas Arthur, 39

Senior director of digital marketing
Compass Digital
San Diego, California

When Thomas Arthur entered the hot tub Industry in 2018, he brought with him a truly global perspective on marketing shaped by professional experiences in Japan, Korea, Australia and the United States. Before joining Compass Digital, he worked in digital marketing and content development for Tourism Australia, the government agency responsible for promoting the country worldwide, and in digital strategy for Rocket Internet on a food delivery platform similar to Uber Eats. Those years gave him a broad view of how to connect products with people, across both cultures and markets.

At Compass Digital, a boutique agency with a strong focus on the hot tub sector, Arthur leads strategy development, paid media and client growth initiatives. “There’s something amazing about marketing products that actually make life better,” Arthur says. “Helping hot tub brands reach more customers means we’re promoting relaxation, wellness and happiness — not just selling a product.”

Arthur finds the most meaning in helping new hot tub dealers grow from the ground up. “Watching them open their doors, grow a loyal customer base and become leaders in their communities — knowing our marketing played a part — is what makes this work meaningful,” he says. He’s especially pleased with taking dealer lead generation “from zero to hundreds.”

The pace of change in digital advertising has been one of his biggest professional tests. Shifts in algorithms, privacy policies and platform capabilities mean the playbook is constantly evolving. Arthur thrives by staying ahead of the curve: “I overcome this by staying relentlessly proactive — constantly testing new strategies, adapting creative and targeting approaches and staying focused on the end goal: connecting people to products that genuinely improve their lives.”

Arthur wants to elevate hot tub marketing across the industry. He aspires to campaigns that are more emotional, lifestyle-driven and relationship-focused, positioning hot tubs as a wellness essential rather than a luxury purchase. “My goal is to leave a mark by helping brands create stronger, more lasting relationships with customers — turning first-time buyers into lifelong brand advocates,” he says.

Beyond the business, Arthur is an avid traveler and foodie. He believes that “maintaining curiosity, creativity and balance outside of the office” keeps his perspective sharp and his marketing ideas fresh..