Case Studies

Daniels Talent Solutions (DTS) is a Black/woman-owned consulting firm that partners with diverse mission-driven organizations to build more equitable practices in recruitment, talent development, and retention. When Mariposa Marketing Agency began working with DTS in October 2025, the company was at an inflection point. CEO Yanika Daniels had built a strong reputation largely on her personal brand, but as she grew her team and set her sights on larger clients, she needed to evolve.

 

The goal was clear: reposition DTS as a recognized thought leader in the Recruitment, Talent Strategy, and Executive Search space, and shift the company's identity from founder-led to institutionally authoritative.

 

To get there, Candice grounded every recommendation in data. She conducted a thorough audit of DTS's Google Analytics and Search Console data, newsletter performance, and social media results — benchmarking against the prior year to quickly identify which marketing tactics were driving revenue and which weren't.

 

From there, she developed a comprehensive Strategic Marketing Assessment and a 30-60-90 day roadmap covering new positioning, messaging, digital strategy, PR, speaking, and placement opportunities. She also built a custom KPI dashboard, ensuring the work would live on well beyond the engagement.

 

Today, Yanika and her team operate with marketing clarity, a structured strategy, and the tools to make more confident, data-driven decisions as they grow.