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Black and white portrait of Daniel Fexa against a dark background.

THINK. SHAPE. SELL. BUILD.

DANIELFEXA

CREATIVE OPERATOR

IDEAS THAT MOVE.

VIEW MY WORK
01.

PURPOSE

I turn problems into ideas, and ideas into things that happen.

I work where strategy meets execution. I can step back, find the real problem and shape the direction, then get close enough to the work to help build it. That might mean a brand, a campaign, a product, a system, a team, or something that does not fit neatly inside one department.

Good ideas should do more than look good. They should make something clearer, easier, stronger, more useful or more valuable.

THE THINKER

Understand the problem. Find the opportunity. Shape the idea.

THE DOER

Earn buy-in. Build the thing. Learn from what happens next.

02.

ARSENAL

A useful mix of creative, commercial and operational skills.

SEC. 01

Creative Leadership & Strategy

  • Creative Direction
  • Art Direction
  • Brand Strategy
  • Brand Development
  • Concept Development
  • Campaign Development
  • Visual Storytelling
  • Creative Problem Solving
  • Creative Operations
  • Client Presentations
  • Pitch Development

SEC. 02

Design & Brand

  • Graphic Design
  • Brand Identity
  • Visual Design
  • Advertising Design
  • Digital Design
  • Print Design
  • Typography
  • Layout
  • Adobe Creative Suite
  • Adobe Photoshop
  • Adobe Illustrator
  • Adobe InDesign
  • Adobe Acrobat

SEC. 03

Web, UX & Digital

  • Web Design
  • Web Development
  • UX Design
  • UI Design
  • Digital Experience Design
  • Landing Pages
  • Content Architecture
  • Front-End Creative Development
  • Responsive Design
  • SEO Strategy
  • Local Search
  • Digital Growth Systems

SEC. 04

Product, Software & Systems

  • Product Design
  • Digital Product Development
  • Application Development
  • Software Development
  • Product Architecture
  • User Flows
  • Feature Planning
  • API Integration
  • Backend Integration
  • Database Integration
  • Authentication
  • Third-Party Integrations
  • Systems Integration
  • Testing & Troubleshooting

SEC. 05

AI & Automation

  • Artificial Intelligence
  • AI Automation
  • Workflow Automation
  • Business Process Automation
  • Marketing Automation
  • CRM Automation
  • Customer Journey Automation
  • AI-Assisted Development
  • AI-Assisted Creative Production
  • Prompt Engineering
  • Digital Transformation
  • Process Optimization
  • n8n Proficiency
  • n8n Automations
  • n8n Workflows

SEC. 06

Video & Production

  • Commercial Directing
  • Video Producing
  • Camera Operation
  • Commercial Production
  • Production Planning
  • Shot Development
  • Branded Content
  • Corporate Video
  • Promotional Video
  • Social Video
  • Interview Production
  • Post-Production Direction

SEC. 07

Marketing & Content

  • Marketing Strategy
  • Digital Marketing
  • Content Strategy
  • Content Creation
  • Social Media
  • Lead Generation
  • Customer Acquisition
  • Customer Retention
  • Campaign Execution
  • Email & Loyalty Systems
  • Reputation Management

SEC. 08

Business, Leadership & Operations

  • Entrepreneurship
  • Business Ownership
  • Business Development
  • Sales
  • Operations Management
  • Project Management
  • Remote Team Management
  • Hiring & Onboarding
  • Staff Training
  • Coaching
  • Mentoring
  • Client Relations
  • Customer Experience
  • Community Building
  • Vendor Management
  • Strategic Planning

SEC. 09

Spatial, CAD & Renovation

  • CAD
  • SketchUp
  • 3D Modelling
  • Interior Design
  • Space Planning
  • Furniture Modelling
  • Construction Schematics
  • Measurements
  • Material Estimating
  • Cost Estimating
  • Construction Planning
  • Project Sequencing
  • Woodworking
  • Carpentry
  • Electrical
  • Plumbing
  • Renovation

SEC. 10

Music & Audio

  • Ableton Live
  • Music Production
  • Recording
  • Audio Editing
  • Mixing
  • Mastering
  • Sound Design
  • Arrangement
  • DJ Performance

SEC. 11

Fitness & Coaching

  • Group Fitness Coaching
  • Strength & Conditioning
  • Functional Training
  • Member Education
  • Fitness Programming
  • Coach Development
  • Studio Operations
  • Member Engagement & Retention

SEC. 12

Analytical & Professional Strengths

  • Rapid Self-Learning
  • Systems Thinking
  • Cross-Disciplinary Problem Solving
  • Risk Management
  • Pattern Recognition
  • Performance Review
  • Decision-Making Under Pressure
  • Resourcefulness
  • Adaptability
03.

ABOUT

I did not take the traditional route. That is the point.

My experience has never lived inside one neat department. I have built businesses, led teams, created brands, developed campaigns, sold ideas, made content and solved the operational problems that determine whether good ideas survive.

That range lets me move comfortably between the big picture and the details. I can help define where something should go, explain why it matters and stay close enough to the work to help make it happen.

HOW I OPERATE

  1. 01 /

    THINK

    Understand the problem and find the opportunity.

  2. 02 /

    SHAPE

    Turn the opportunity into a clear idea, position or direction.

  3. 03 /

    SELL

    Communicate the idea so people understand it, believe in it and act on it.

  4. 04 /

    BUILD

    Turn the idea into something real.

04.

HISTORY

  1. May 2022 — PresentOwner · Calgary, Alberta

    F45 Training Seton

    • Co-own and operate F45 Training Seton, overseeing business operations, marketing, sales, coaching and member experience. The studio has ranked among the Top 5 F45 studios in Canada for more than a year.
    • Design and build custom applications that improve studio performance, including tools for member challenges, HYROX programming and day-to-day studio operations.
    • Develop systems and processes that support membership sales, lead conversion, retention strategies, scheduling, studio standards and customer relationship management.
    • Plan and execute local marketing campaigns, social content, promotions, challenges, events and community partnerships.
    • Create branded photo, video and digital content that supports customer acquisition, engagement and retention.
    • Design member experiences, workshops and competitions while balancing coaching quality with sales, marketing and operational goals.
    • Bring approximately five years of professional fitness-industry experience across coaching and studio ownership.
  2. Current ventureFounder / Creative Technologist · Calgary, Alberta / Remote

    From Zero Studio

    • Design and build custom websites, applications, software and integrated digital business systems from concept through deployment.
    • Develop front-end experiences and connect them with backend systems, databases, APIs, authentication and third-party services.
    • Design and implement AI-powered workflows and business automations for marketing, lead management, customer communication and operations.
    • Build lead capture, CRM, follow-up, booking, review, reputation and customer retention systems.
    • Design software products, user flows, interfaces, feature logic and end-to-end customer experiences.
    • Use AI to improve content creation, research, marketing, operations, customer experience and internal workflows.
    • Translate business problems into practical digital solutions and manage strategy, UX/UI, development, testing, implementation and optimization.
    • Focus on connected systems that tie websites, search, reviews, leads, customer communication and revenue workflows together.
  3. February 2023 — July 2023Creative Director · Calgary, Alberta

    Reach

    • Joined Reach as Creative Director following the acquisition of Barrel Marketing, carrying established creative leadership and production capabilities into the organization.
    • Led creative direction for Reach's internal brand, marketing initiatives and execution across digital, content, video and design.
    • Developed and maintained brand identity, visual standards and creative consistency across customer-facing and internal communications.
    • Directed digital campaigns, web creative, presentations, branded content and marketing collateral.
    • Partnered with leadership, marketing and cross-functional teams to translate business objectives into creative strategy and execution.
    • Managed projects from concept through delivery while balancing brand, product, technology and commercial priorities.
  4. September 2017 — January 2023Chief Creative Officer · Greater Calgary Metropolitan Area

    Barrel Marketing

    • Founded, owned and built Barrel Marketing from the ground up, developing the company’s creative capabilities, workflows, service offerings, team structure and delivery processes.
    • Led the company’s creative direction across branding, advertising, web, digital, video and integrated marketing projects for clients across multiple industries.
    • Built and managed fully remote creative teams, establishing systems for communication, collaboration, accountability, project management and production.
    • Developed remote-work processes that became especially valuable during COVID-19 as organizations rapidly shifted to distributed teams.
    • Consulted with organizations on remote employee management, virtual team structure, communication practices and workflow design.
    • Recruited, onboarded, mentored and managed designers, developers, marketers and production specialists.
    • Directed and produced commercial video projects, including hands-on camera operation, production planning and visual storytelling.
    • Designed and developed websites, landing pages, digital experiences, brand identities, campaigns and content systems.
    • Led client relationships, creative pitches, strategic discussions and business development initiatives.
    • Grew and positioned Barrel Marketing for acquisition, completed the transition and continued with Reach as Creative Director.
  5. October 2016 — February 2017Senior Designer · Calgary, Alberta

    Chatterson Drive

    • Developed branding, graphic design, advertising and digital creative for agency clients.
    • Created visual identities, campaign assets, marketing materials and digital content.
    • Contributed to creative concept development, brand strategy, web design and digital experience work.
    • Collaborated with creative, strategy and account teams to execute client projects in a fast-paced agency environment.
    • Prepared production-ready work for digital and print applications and communicated creative concepts to internal teams and clients.
  6. August 2013 — September 2016Creative Lead · Calgary, Alberta

    New Wave Media

    • Progressed from Graphic Designer into web design and development, then expanded into video production and broader creative leadership as client needs evolved.
    • Took ownership of unfamiliar creative and technical challenges, rapidly learning new tools, platforms and production methods to deliver projects the agency had not previously executed.
    • Became a go-to problem solver for new services and project types, translating ambitious client concepts into practical, finished work.
    • Developed expertise across graphic design, branding, web design, web development, digital marketing, video production and content creation.
    • Conceptualized and developed brand identities, logos, websites, campaigns and digital experiences for clients across multiple industries.
    • Designed and built websites from concept through launch, combining visual design, usability and front-end development.
    • Expanded into video by learning production workflows, professional camera operation, editing and visual storytelling to support client work.
    • Worked directly with clients and internal teams to turn loosely defined ideas into clear creative concepts and completed deliverables.
    • Helped broaden the agency's service offering by continuously developing new capabilities in response to client opportunities.