resume author


My name is Daniel Incandela

This is my digital home for creative thinking and everything you need to know about my career. Thank you for visiting. Enjoy.

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I like to write, take photos and travel.

  • 2015

    Return Path

    As Chief Marketing Officer, Daniel oversees global brand, creative, demand generation, digital, events, marketing operations, public relations and sales development.

  • 2012

    Salesforce Marketing Cloud

    Daniel served as Senior Director of Brand and Global Digital Marketing for the Salesforce Marketing Cloud where he drove creative and digital marketing strategy for the company across five continents, overseeing brand, development, design, content, social and email/mobile communication.

  • 2010


    Daniel worked as Director of Online Strategies at the Indianapolis Motor Speedway and IndyCar Series, leading strategy for online marketing, social media, content creation, and online community development.

  • 2004


    Daniel spent five years as Director of New Media at the Indianapolis Museum of Art where he established the new media team, renowned for museum technology innovation, brand development, and digital content delivery.



    Daniel launched, a forum to showcase high-quality video art content.

  • Keynote Speaker

    Daniel was honored to be the keynote speaker at the National Digital Forum in New Zealand

  • IBJ Forty under 40

    Daniel was recognized by the IBJ for being a leader in his field.

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How to Build a Marketing Team: 5 Steps

Building a Marketing Team? Do these 5 things first

When building out a marketing function, there are an endless number of things you can do. And that’s the problem.
Earlier this year, the Wall Street Journal reported that the average tenure of a Chief Marketing Officer dropped another 6 months in the past two years. That puts the total average tenure for CMOs at 42 months.

This means you need to move fast but also keep an eye on long-term strategy. No instant gratification. Your early decisions need to yield quick wins, but also need to set you up for the future. Nothing you do will happen overnight, but your day-to-day decision making is key in making Marketing successful within the company.

The good news is, you can make immediate decisions that will ensure short and long term success.

Let’s jump right in.

Technical Depth

Marketing has become a lot more than branding, messaging, and great design. It’s a complex time for marketers with more accessible data than ever experienced in the history of humanity! Data provides insights; insights that will improve your decision making, optimize your channels, and increase conversions. You must embrace data.

Which means, you must invest technically. A modern marketing team needs developers, front end designers, data analysts, and digitally-savvy marketers. Creating a strong technical bench within the marketing team will prepare you to handle the speed in which technology moves and changes, as well as put you in a position to make data-driven marketing decisions.

A popular topic within Marketing right now is the Marketing Technology Stack. What kind of content management system are you using? Who is your email service provider? What advertising platform are you on? All common questions. Building out the right technical team ensures you will be initiating the correct technology-philosophy and positioning your team to move with agility, speed, and decisiveness. The majority of your pipeline and new business channels, such as direct to website, email, advertising, downloads, event registrations, webinars, and so on, will perform because of this Marketing Technology Stack. Invest in a technical team and avoid ill-advised and costly technology decisions.

The New Marketer

The talent moving through the marketing ranks at the moment really excites me. It’s a new type of marketer that is skilled at all forms of communication, but also inherently talented at all things digital. This person can login to your CMS, build a landing page, gains insights from analytics, work effortlessly across a number of tools, think creatively to drive better engagement, track campaigns through a CRM, generate expert reporting, work in an agile framework, and make sense of data.

This is the new super star within marketing. Build your team around people like this. As they grow, they will be well suited for a number of management and leadership roles within the team—such a content, demand generation, digital, marketing operations, and more. They will be the future CMOs; so hire lots of them.

Marketing and Sales

Initially, I underestimated the importance of a strong, collaborative, positive relationship with the Sales team. Don’t make this mistake.

Sales and Marketing should be a like any good buddy duo in history: Starsky and Hutch, Jordan and Pippen, Frank and Charlie (It’s Always Sunny in Philadelphia)—you get the idea.

If the company isn’t hitting its quarterly goals, then marketing and sales has a lot of reflecting to do. Work with sales. Understand their needs. Drive the needed pipeline for them to close deals. Listen to them. They are on the front lines with prospects and customers that consume everything marketing publishes. It’s a living focus group for you to know if marketing has the right message, content strategy, and targeting. You can’t do this alone and data can only do so much—you need human feedback. And in this day, when we are moving from traditional B2C and B2B, to Business to Human, a healthy relationship with sales is imperative.

And let’s be honest. The best way to exceed 42 months as CMO, is to hit your numbers. Figure it out.

Marketing Operations, the Situation Room

Think of Marketing Operations as the marketing situation room. You need data-driven and obsessed individuals within your marketing team to assess every threat and opportunity you face on a quarter-to-quarter basis. The marketing budget, pipeline, demand generation, and program calendar should be tied to the hip, an interdependent ecosystem that illustrates the true health of your marketing team.

This will allow you to focus on a number of things:

  • A heavy focus on improving marketing ROI
  • Pipeline health through every stage of a quarter
  • Optimizing demand generations channels like advertising, PPC and email
  • Investing budget in the right places
  • Ensuring pipeline coverage throughout the year based on marketing programming
  • Aligning with Sales around account-based marketing initiatives and field marketing events
  • Provider detailed data for Sales Development
  • And so much more

Now combine this with the new marketer and an investment in technical talent and you’ve got something special brewing; a marketing machine.

Have Fun

If you can’t have fun working in marketing, then there’s something very wrong. Marketing is a blast.


Marketing is just fluff without a real focus on the technology, data, and collaboration behind your strategies (see the previous 4 points). Once you have defined the infrastructure, platforms, foundations and all of the hard and tedious hurdles—then you can have fun.

Because, when you have built the right data and technology marketing foundation, it allows everything else to flourish. Here’s what I mean:

  • Bring the brand alive through compelling customer experiences
  • Shout your messaging from the rooftops
  • Allow design to evolve the brand across all of your channels and touchpoints
  • Innovate with content and watch as your metrics increase
  • Test, test, test
  • Create event experiences that reflect the company’s story and brand DNA
  • Drive and disrupt the industry through creativity

Marketing should be the heartbeat of a company, providing the energy, drive and creativity to push to the next level. If we have 42 months to do this, we may as well have fun.


My best photographs of 2016

2016 wasn’t the most prolific year for taking photos, but I still got in a few good shots. Let’s jump right in.

Selfie, huh? I don’t take many, but I really love this one. I think it has more to do with Ollie’s expression, but this was a genuine moment caught with my iPhone. I’ll take it.

Father and son

Whenever I travel, I try to pack my Fujifilm X-Pro 1 and a lens or two. One of my new purchases was a Lensbaby lens. In all my trips to Vegas, I’ve never made it to the welcome sign. So…I took my new Lensbaby and trekked down to the sign. Here it is.

The iconic Las Vegas sign

One of the perks of working for a NYC-based company is the chance to actually go to the Big Apple. I love the energy of the city. And I am a sucker for the Flatiron building. I like this shot because I was trying to think about a different way to shoot the building. Love the low, low light.

Green light

Another fave thing about NYC? The coffee. Gregory’s is my favorite coffee shop and I wanted to capture the shot from my perspective. I often stay at a hotel directly across the street.

Gregory's Coffee

Spring had sprung. And I wanted the capture the life of Spring in a new way. This is a shot taken by my $20 Chinese CCTV lens I got through Ebay. Not bad.


Uncle Herm. Founder of Dilla’s Donuts in Detroit and Uncle to J Dilla, James Yancey. Leslie and I made the pilgrimage this summer and we enjoyed part of the morning talking with Uncle Herm about donuts, J Dilla, Detroit and hip hop. And we ate some donuts.

Uncle Herm

I wish I knew the name of his church, but I didn’t have much time in Vienna, so I just snapped away. Initially, I was disappointed that the weather was so dreary, but in this shot, it really pulls out the rich colors and the gold. Danke!

Golden touch

Garden of the Gods. Enough said.

Garden of the Gods

How do you take photos of such popular, recognizable landmarks? Similar to the Flatiron building, I wanted to shoot this in a different way, focusing on a smaller details and a different lens (lens baby). Here is the result.

Opera House Peaks

Summer’s have become very meaningful to me, mainly because Ollie stays with us for the entire time. This is him at Gen Con, our annual expedition to see all of the cool, creative characters. What a handsome boy.

Ollie at Gen Con

That’s a wrap everyone. I hope you all have a wonderful 2017. See you next year!


My best photographs of 2015

Photography to me is catching a moment which is passing, and which is true. Jacques-Henri Lartigue

2015 was a slow photography year for me. It was a year of immense change and my focus was in different areas. Which is quite OK. I’ve been recapping my years in photography for some time now. And 2015 still provided some good moments behind the camera. For a refresher, here is 2014.

Let’s commence, shall we?

This is very simple, symmetrical shot of the Piscine Molitor in Paris. I love the beautiful blend of colors and the number of lines leading the eye. You might also recognize this from the Life of Pi.

Piscine Molitor
Piscine Molitor

I do not drink, but that doesn’t mean I can’t enjoy an incredible view at the Penner-Ash Winery in Oregon. This was taken in August where the landscape itself seemed very thirsty.

Incredible landscape at Penner-Ash
Incredible landscape at Penner-Ash

I don’t take many photos of people, but last summer I couldn’t resist taking some shots of my son Oliver. The whole shoot was a success and this photo seemed very J. Crew.

My son
My son

How many colors of green are in this photo? This is from the beautiful Japanese Gardens in Portland. It had just rained, so it gave the gardens a beautiful dense, damp and moody look.

Pond at Japanese Gardens
Pond at Japanese Gardens

This is hands down my favorite photo and probably the best of the year, and I didn’t even take it! It’s a great shot by Leslie Bailey of me and my son down in Ft. Myers and an incredible end to the day. It also happened to be Father’s Day.

Me and Oliver on Father's Day
Me and Oliver on Father’s Day

I’m a sucker for the Flatiron building in New York City, but I wanted to shoot it in a slightly different way. The light towards the end of the day in May worked perfectly.

Flatiron string of lights
Flatiron string of lights

Who doesn’t love Spring? A beautiful day in Indianapolis and a visit to Crown Hill Cemetery. One of the most beautiful spots in Indy.

Spring in Indianapolis
Spring in Indianapolis

The Neon Museum is one my favorite museums and an ideal break for the casino-EDM soundtrack of Las Vegas. This was my 2nd trip, this time at night. This sign really stood out. Just like Liberace.

Restored Liberace Sign
Restored Liberace Sign

This is one my favorite statues in Crown Hill Cemetery. This perspective feels very powerful and the black and white shot plays well with the sky.

Black and White Angel
Black and White Angel

2015, that’s a wrap. Here’s to a great 2016 to everyone and hopefully more opportunities to take photos. Thanks for reading.


The Little Things When Traveling

For a person that travels often, I have been drawn more and more into the world of accessories and how it can make the travel experience more enjoyable and less stressful. It’s the little things that can make the world of difference.

That’s why I invested in some good headphones, keep my iPad stocked and charged, and pack things that will make sitting on a plane for hours more enjoyable. Aside from picking the right suitcase, the right travel clothes and trying to eat well, I’ve also been looking at the items I choose to place in my toiletry bag. Maybe that is a sign I’ve traveled too much.

As a result, I’ve made strategic decisions on what to bring. I only shave with Harry’s razors, and have pinpointed all of the small travel size deodorants, shower gels, etc.  And thanks to to the team at MenEssentials, I now travel with the California North fragrance set. Normally. traveling with cologne is an accident waiting to happen – but not with these travel size sets. They’re compact, spill proof and they help you smell like a traveler that has their act together (and believe me, I don’t). They’re a cross between Ernest Hemingway’s breath and the sweet smell of Audrey Hepburn. Combine those, and you smell pretty damn good – like a man on the verge of greatness.

Smelling good while traveling is imperative.
Smelling good while traveling is imperative.

As I try to age gracefully, I try to make healthy decisions and take care of myself. Sometimes that’s listening to the right song stuck at an airport, sometimes it’s passing on dessert and making the right eating choice and lately, it’s been hitting myself with a spray of fragrance, just to feel a bit more together. It doesn’t hide the perpetual look of tiredness, or the gray hair, but it does give a whiff of confidence.

So, what do you pack when traveling? I’d love to hear from you.

BTW, this travel fragrance set is only $24.00 – great gift idea.


The Flavor Flav Limited Edition Apple Watch

Since “1987, when I got my first one, I’ve been wearing a clock around my neck 24/7. You feel me? 24/7.” Flava Flav.

Clocks and technology have changed a lot since then. As someone that grew up listening to hip hop, with Public Enemy being a big part of that, I felt that Flava Flav could use an upgrade in his signature fashion piece.

I’m very proud to introduce The Flavor Flav Limited Edition Apple Watch. If a gold version of the Apple Watch costs $10k, then I’m guessing the Flava Flav edition might be a bit more expensive. However, this is Flavor Flav we’re talking about.

Keeping this version charged might pose a couple of challenges, but there’s no reason this can’t be worn 24/7. You feel me?

Here’s how it would look.

The Flava Flav Limited Edition Apple Watch

And here’s how The Flavor Flav Limited Edition Apple Watch would look on average citizen like myself.

Me wearing The Flava Flav Limited Edition Apple Watch

Let’s do this Apple and Flavor Flav!

As always, huge thanks to Lindsay Siovaila for her exceptional design work.


Smeraldina Sparking Water

Image courtesy of Smeraldina

I had the pleasure of dining at Due Amici in Columbus, Ohio recently – a delicious Italian restaurant that serves traditional dishes with a modern approach. Like most meals and especially Italian, I ordered sparkling water.  This was the moment I was introduced to Smeraldina. To date, this is the best sparkling water I’ve ever tasted. If you know anything about me, you know I enjoy at good sparkling water – as evidence by a Pinterest board, for goodness sakes.

Image courtesy of Smeraldina

This water was so good, it compelled me to write this post. In fact, it has inspired me to start reviewing all of the sparkling waters out there. How’s that for a niche specialty?

I had not heard of Smeraldina, so I started where all the good writers begin: Google. I found their site and the following description:

Acqua Smeraldina is the premium bottled artesian water for highly health-conscious people. Acqua Smeraldina is pure artesian water from the beautiful island of Sardinia (Italy), where the lifestyle is healthier and people live longer: that’s why it is known as the island of centenarians.

Home of Smeraldina - I need to visit
Home of Smeraldina – I need to visit

Who doesn’t want to live until they’re a hundred?

And now for my 1st review – which is based on a number of things: Brand, Taste, Bubbles, Availability and Price. Some of these may seem a bit arbitrary, but you have to understand that I am a brand guy. So I admit to skewing these categories to my own interests.

Smeraldina Sparkling Water is the best I’ve ever had. Delicious paired with Italian food with a perfect bubble composition and a reasonable price ($3 for a bottle). Extra points for mentioning centenarians in their brand story. I’ve yet to find it in Indianapolis, but I will keep looking. And I know what I will be on look out for on my future travels…perhaps even to Sardinia.

Grazie Smeraldina.

Smeraldina Rating
Smeraldina Rating



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