At Scooter's Coffee, one of the fastest growing coffee franchises in the country, Daylee inherited a paid media program that lacked creative impact, a defined targeting strategy, and presence on key high-performing platforms. Recognizing the opportunity, she overhauled the program from the ground up — restructuring audience targeting, refreshing creative, and introducing lo-fi content and influencer-driven assets into the paid media mix to better connect with Scooter's core demographics.

Daylee expanded the brand's paid media footprint by launching on TikTok, Pinterest, and YouTube, and introduced a systematic testing framework to continuously evaluate and onboard new channels. Working cross-functionally with internal teams and an external agency, she aligned stakeholders across the business to execute the strategy cohesively.

Within one year, the results spoke for themselves — Daylee more than doubled Scooter's Coffee's ROAS, transforming the paid media program into one of the brand's most efficient and scalable growth channels.

At Oriental Trading Company, one of the largest direct-to-consumer craft and party supply retailers in the country, Daylee identified a significant untapped opportunity — the brand had no influencer program in place. Using insights gathered from paid social testing, she built a fully internally managed creator team of 500 creators from the ground up, eliminating agency dependency and establishing a more authentic, cost-efficient path to content and reach.

Daylee architected the entire program infrastructure — creating internal processes for idea pitching, content submission tracking, and a streamlined payment tool to manage creator compensation and tax documentation at scale. Her focus on building genuine, personal relationships with creators resulted in stronger content quality, deeper brand authenticity, and measurable competitive differentiation.

Within one year, the results validated the investment — creator content drove significant impressions and incremental spend efficiency, with creator-led ads outperforming branded content with an AOV twice as high. The program's success led to a scaled whitelisting strategy and even influenced product ordering decisions based on what creator content revealed about consumer demand.