The person behind it

Who is Daniel?

Twenty years of getting people to pay attention, understand, and act. Here's the record, in order.

20+ yrsmedia, recruiting, marketing
Emmywinner, national peer judge
3native languages
7 yrsadjunct professor, BYU Communications
Daniel Souza, founder of Tooele Marketing, in his studio
Founder · Tooele Marketing

I'm Daniel. I live here.

This agency runs out of Tooele County, not a call center. Hire me and you're texting the person who built it, not opening a ticket.

Before this: TV news, university recruiting, an international television station, seven years of teaching, and enterprise marketing at a Fortune 500 bank. Same job underneath, every time: get a real person to pay attention, understand, and act.

  • Tooele
  • Grantsville
  • Stansbury Park
  • Erda
  • Lake Point
  • Stockton
  • Rush Valley
  • Vernon
  • Ophir
  • Dugway
  • Wendover
0students and parents presented to while recruiting for BYU
0radio affiliates signed from zero, in one year
0published articles as a syndicated columnist
0letters of intent for a client's school that didn't exist yet
The record

Every job was the same job: make people act.

Pulled from LinkedIn, shortened to one line per stop.

  1. 2005
    2007

    Field producer, KUTV Salt Lake City

    Live-truck photographer while This Morning became Utah's top-rated morning show.

  2. 2005
    2010

    Syndicated columnist, Lee Enterprises

    500+ published articles. Utah Press Association award for Best Feature Column.

  3. 2007
    2010

    Admissions recruiting & media, BYU

    Recruited 22 states, presented to 35,000+. In 2010, BYU's yield ranked No. 1 in America, ahead of Harvard (U.S. News & World Report).

  4. 2009
    2011

    Public relations, Ford launches

    Regional PR for the Fiesta, Explorer, F-150 and Taurus launches with Direct Impact.

  5. 2010
    2014

    Internal communications manager, BYU

    Branded content for a university workforce; cut content management costs 65 percent.

  6. 2014
    2018

    Station manager, BYUtv International

    Ran an international channel with 40+ bilingual staff; first satellite carriage in Latin America.

  7. 2014
    2021

    Adjunct professor, BYU Communications

    Seven years teaching 400-level storytelling, audience segmentation, and emerging platforms.

  8. 2018
    2023

    Business development, BYU Broadcasting

    Took talk radio syndication from zero to 113 affiliates; live sports into eight new markets.

  9. 2021
    2026

    Marketing leadership, Regions Bank

    Enterprise marketing manager at a Fortune 500 bank. 2022 Product Partners Award.

  10. Now

    Founder, Element5 Creative & Tooele Marketing

    AI assessments, speaking, websites and follow-up systems for local business.

Posted lately

What I've been saying out loud.

LinkedIn · this week

Two rooms. Two yeses.

"Last week the Nevada State Public Charter School Authority voted 6-1 to authorize Nexus Charter School, eight days after Henderson's 4-0 approval. Most new schools never get one approval. This one earned two, because Dr. David Sabey built a plan that two independent review teams couldn't say no to, and because families kept showing up for a school that didn't exist yet."

LinkedIn · last week

Marketing did not convince Henderson. The families did.

"Bilingual from day one. 180 plus families signed letters of intent for a school that did not exist yet. Founder-voice email campaigns holding a 43 percent open rate. Our job was making sure every family who wanted this school knew exactly where to stand and when."

LinkedIn · three months ago

"Close enough" isn't a brand strategy. It's a liability.

"Ram just sold a $30 patriotic tee on their official merch store. The truck on it? A Toyota Tacoma. This is what AI without oversight looks like. That's the job a human in the loop actually does: the person who looks at the output and says, wait, that's literally a Toyota."

Read the rest on LinkedIn

Put it to work

Point this experience at your problem.

Start with the AI Assessment, or fifteen free minutes to see if we fit.