About Daymaker
Daymaker is a modern marketing, creative, and digital growth agency helping brands stand out and scale with intention.
We bring together strategy, creative, and performance to build brands people connect with and digital experiences that drive growth.
From positioning and content to websites, paid media, and lifecycle marketing, we focus on what actually moves the business. Clear strategy, thoughtful execution, and no unnecessary complexity.
Founded by Serena Burton and Mike Cowan, Daymaker combines deep experience across digital product, marketing, and growth strategy for brands in lifestyle, wellness, beauty, fitness, sports, and consumer categories.
At the end of the day, we’re here to make brands impossible to ignore.
Serena Burton — Digital Product and Marketing Leader
With over 20 years of experience driving business growth through innovative products, SaaS solutions, and high-performing digital and ecommerce experiences.
She works at the intersection of strategy, technology, marketing, and design, helping organizations launch and scale platforms that connect with audiences and deliver measurable results. Her experience spans health, beauty, fitness, sports, wellness, and lifestyle sectors across both B2B and B2C environments.
Serena played a pivotal role in growing LIVESTRONG.COM into one of the most visited health and wellness platforms. She has held executive leadership roles at Autograph, a sports fandom company co-founded by Tom Brady, and StyleRow, and has advised leading brands including Rodan + Fields, Evite, Unplug Meditation and more. She has also contributed to digital platforms and initiatives for athletes and personalities such as Lance Armstrong, Gabby Reece, Laird Hamilton, and Denise Austin.
She led all digital and marketing efforts for the successful mayoral campaign of Chris Pimentel, current Mayor of El Segundo, bringing a strategic, data-driven approach to voter engagement and community outreach.
Known for her ability to align teams and execute with clarity and focus, Serena is passionate about building brands and experiences that create meaningful impact.
Mike Cowan — Marketing & Digital Media Executive
Mike Cowan is a marketing and digital media executive with experience spanning live events, sports and entertainment, and consumer media.
Before co-founding Daymaker, Mike was Managing Partner and EVP of Immersive and Digital Marketing at Contravent, where he focused on building audience-driven experiences, digital engagement strategies, and brand growth initiatives for Fortune 500 companies, sports and entertainment brands, and more.
Previously, Cowan was Chief Digital Officer at Nitro Circus, where he led digital strategy, audience development, and monetization efforts across one of the world’s leading action sports brands.
Earlier in his career, he held the role of VP of Marketing and Content at Demand Media, overseeing content strategy and growth initiatives across large-scale digital platforms, and was part of the team that brought the company public in 2011.
Cowan’s expertise centers on:
Digital audience growth and engagement
Content and media strategy
Brand development and strategy across entertainment and experiential platforms
He holds an MBA from the UCLA Anderson School of Management and a Bachelor of Commerce from Queen’s University (Canada)
Let’s Build Something Great
Whether you’re launching, scaling, or rethinking your digital strategy, we’d love to connect.