Hey, I'm Darion Daniels.
A decade fixing what holds businesses back. I grew a cycling brand’s sales 60% by rebuilding its commerce. I turned a $24M distributor’s tangled systems into infrastructure that scaled. I built a training company a software platform that still runs six years later. I connect the pieces into outcomes that move your business.
About
I start with what is actually happening in your business. Who your customer is, what they need, and where the experience or the process breaks down. Then I work backwards and build the systems, and the workflows behind them, that make every interaction simpler and every week run smoother.
My career has been spent inside businesses like yours, the ones where one person wears five hats, tools don’t talk to each other, and growth feels harder than it should. I figure out what is in the way and build what fixes it.
It starts with a conversation, not a pitch. Thirty minutes on your business. I follow up with a one-page document that names the problem, describes the fix, and tells you what it costs. If I can’t help, I’ll tell you that too.
East Texas · Working with businesses locally and nationwide
How I help
GetSmoor
Where the build work happens. Campaigns, websites, and the systems behind them, connected so they work as one thing instead of four.
- Campaign pages that turn clicks into calls
- Websites rebuilt to match the business you have
- Follow-up that happens without you
- Manual steps taken out of your week
Fix what's costing you
Most businesses know something is off. Few know exactly where to look. I find the thing quietly draining money or momentum, scope the fix, and deliver it working.
- Lead capture that is not there yet
- Manual processes eating your week
- Tools that do not talk to each other
- A website that gets traffic but does not convert
Results
The Situation
A specialty cycling brand founded by John Cobb, operating out of Tyler, TX. The e-commerce platform was outsourced to a local agency. Changes cost money, took days instead of hours, and the team had no direct control.
International dealers were placing orders by calling and leaving voicemails that got missed due to time zone differences, or emailing orders that got buried and lost. Fulfillment did not distinguish between e-commerce and dealer orders, creating confusion and errors.
What Was Built
Migrated the company from the outsourced e-commerce platform to a self-managed Shopify environment, giving the team direct control over product listings, pricing, and site updates in real time.
Built a dealer portal where domestic and international partners could log in, view their wholesale pricing, and place orders 24/7. This eliminated missed voicemails and lost email orders entirely.
Restructured fulfillment to separate e-commerce and dealer order flows for cleaner processing. Ran all paid acquisition and keyword research.
Built a data-driven sales analysis for leadership showing channel-level performance, conversion trends, and marketing investment recommendations.
The Real Outcome
Grew total sales 60% over a Sept–Dec comparison period ($108K to $173K). Dealer sales increased 90% and demo sales increased 66%. E-commerce conversion rate more than doubled (0.42% to 0.99%) on higher-quality traffic and a better buying experience. All built and executed in under a year.
The Situation
$24M brick-and-mortar safety equipment company with multiple retail locations. The company was running everything through NetSuite, using it as ERP, accounting, inventory, and e-commerce all at once.
Outsourced NetSuite agencies were expensive, slow, and prone to scope creep. The result was an online operation that was costly to maintain and difficult to evolve.
I was brought on as the sole person responsible for building a better digital infrastructure.
What Was Built
Owned a $2M+ e-commerce platform as a one-person department: site operations, vendor integrations, inventory feeds, drop-ship fulfillment, paid acquisition, and analytics.
Built live FTP inventory feeds from major safety footwear manufacturers and partnered with Celigo to automate updates into NetSuite, expanding the online catalog through drop-ship without carrying additional inventory.
When direct online competition proved unviable due to a structural pricing conflict, launched targeted microsites in underserved segments using the same backend infrastructure, achieving 3:1 ROAS.
The Real Outcome
Took the company from an expensive, rigid, all-in-one system to a modular digital infrastructure across e-commerce, retail, sales enablement, and customer feedback. The microsites achieved 3:1 ROAS. Generated qualified B2B leads with no paid budget. All built and managed in house.
The Situation
A firefighter training company was running everything in person. Revenue was capped by how many people could physically attend workshops.
There was no way to deliver consistent training at scale, no system for managing access or renewals, and no online revenue channel.
The business had strong content and a loyal audience but no digital infrastructure to reach beyond its physical footprint.
What Was Built
Designed and built the full online learning platform: course delivery, access management, checkout, payment processing, bulk purchasing, gift card functionality, and renewal tracking.
Worked with the training team to strategize how to capture and structure their in-person content for interactive online seminars.
Built the entire e-commerce and fulfillment layer so courses could be purchased individually, in bulk, or via gift cards, all with automated delivery and access control.
The Real Outcome
Converted a location-dependent training business into a scalable digital platform that generated over $200K in online course sales in the first three months and exceeded $500K in the first year. The catalog has since grown from two courses to four, and the platform is still operating six years later.
First responders across the country now access training that was previously limited to whoever could attend in person. All infrastructure was built so it could be managed by one person.
The Situation
Rowan Kace was a premium direct-to-consumer golf apparel brand built around bamboo performance fabric. No outside funding, no retail distribution partner, no team.
The question was whether that product advantage could be turned into a real business, starting from zero with limited capital.
The goal was to create a better product from better materials and take a physical product from idea to market traction in a category dominated by established players with real budgets.
What Was Built
Sourced bamboo fabric from a textile partner in Canada, tested blends and weights, and reverse-engineered fit and construction from reference garments. Hired a local designer in Dallas to create tech packs, found a DFW manufacturer for initial small-batch production, then transitioned to overseas manufacturing for scale.
Built the full Shopify store (product pages, photography, checkout, conversion tracking) and ran all paid acquisition personally. Before spending on ads, cold emailed editors at D Magazine, Golf Digest, and others with a single hook: “I dare you to get just one feel.”
D Magazine picked it up and featured the brand. Turned that press credibility into the foundation of paid ad creative (“As seen in D Magazine”), scaling paid social to 6:1 ROAS.
The Real Outcome
Took a product from raw material sourcing to a profitable DTC brand with national press coverage and consistent 6:1 ROAS.
Product, supply chain, brand, Shopify store, press strategy, ad creative, and paid acquisition, all built and run by one person.
The business shut down when pandemic-driven shipping disruptions and rising manufacturer minimums exceeded available capital, but the demand and the model were both proven.
My ventures
Sambos
A voucher management system for safety footwear and PPE programs. Companies issue boot vouchers to employees. Vendors redeem them. SAMBOS handles multi-tenant issuance, redemption tracking, invoice reconciliation, and automated distribution — replacing the spreadsheet-and-email chaos that currently runs a multi-billion dollar industry.
Full Stack
React · Supabase · n8n
V1 Origin
Built at Work Wear Safety
Rowan Kace Golf
Premium DTC golf apparel made from bamboo fabric. Designed for the modern golfer who wanted sustainable, performance-driven clothing. Achieved 8:1 ROAS and was featured in D Magazine before cash flow challenges forced shutdown.
6:1+
ROAS
D Magazine
Featured