The Back Office

What happens when you see a problem in your industry — and decide to build a solution instead of accepting it?In this episode of The Back Office, Dalayna Dillon sits down with Elliot Mooney, founder of Mooney Cardiac Screening, to explore what it looks like to build a mission-driven business rooted in accessibility, affordability, and real-world need.After years working in healthcare, Elliot saw firsthand the challenges patients face — from rising costs to lack of insurance coverage to the fear and inconvenience associated with traditional medical settings. Those experiences led him to create a different kind of solution: a mobile cardiac screening service that brings testing directly to patients, removing barriers and making preventative care more accessible.This conversation dives into the realities of launching a business in the healthcare space, the risks involved in challenging traditional systems, and the discipline required to build something that prioritizes both impact and sustainability.At its core, this episode is about seeing clearly — identifying a gap, trusting your perspective, and taking action to create something better.No one has it fully figured out.But we’re building anyway.Show NotesGuest: Elliot MooneyBusiness: Mooney Cardiac ScreeningIndustry: Healthcare / Preventative CareElliot Mooney is the founder of Mooney Cardiac Screening, a mobile healthcare business focused on providing accessible, affordable cardiac testing directly to patients.With a background in healthcare and experience working in various facilities across the country, Elliot developed a deep understanding of the barriers many patients face when it comes to receiving care — including cost, lack of insurance, and discomfort with clinical environments.Mooney Cardiac Screening was created to address those challenges by offering convenient, in-home testing designed to give patients a clearer picture of their heart health without the need for insurance or traditional hospital visits.Elliot’s work is centered on prevention, accessibility, and creating solutions that meet people where they are.Find them online:https://mooneycardiacscree.wixsite.com/mooneycardiacscreenihttps://www.facebook.com/profile.php?id=61573167891390https://www.instagram.com/mooneycardiacscreening?igsh=MTBkNmpkcmkwaTZ4dw%3D%3D About The Back OfficeHosted by Dalayna DillonFounder & Creative Director of Signify MarketingThe Back Office invites listeners into honest conversations about marketing, growth, leadership, and the real decisions shaping active businesses.Facebook/Instagram: @signifymarketingsocial www.signifymarketing.social

In this episode of The Back Office, Dalayna Dillon is joined by photographer and business owner Traci Baker in a slightly different format — a strategy session designed to help business owners think more strategically about their marketing.Instead of reacting to trends, posting randomly, or chasing visibility, this conversation walks through a simple four-part framework for making intentional marketing decisions. Together, Dalayna and Traci unpack the difference between reactive marketing and strategic marketing, using real examples from service-based businesses to show how clarity, messaging, and customer experience all work together.If your marketing has ever felt scattered, inconsistent, or overwhelming, this conversation will help you reset your approach.No one has it fully figured out. But we’re building anyway.Show NotesHost: Dalayna Dillon, Signify MarketingGuest Co-Host: Traci Baker, Traci Baker PhotographyTopic: Strategic Marketing vs Reactive MarketingThis episode introduces a new style of conversation on The Back Office — a collaborative, practical discussion focused on the real decisions behind running and marketing a business.Joined by photographer and entrepreneur Traci Baker, Dalayna walks through a four-step framework used to guide marketing strategy and eliminate guesswork. Drawing from real client experiences and day-to-day business operations, the conversation highlights how clarity around goals, customer behavior, and messaging leads to stronger marketing outcomes.The Framework: A Guide for Strategic Marketing Decisions1. What is the actual objective? Not more visibility. Not more engagement.What outcome matters right now?If the objective isn’t clear, the marketing will feel scattered.2. Where is the friction in the customer journey?If people are discovering you but not converting, the issue may be trust or clarity.If people inquire but don’t buy, the issue may be positioning, offer structure, or pricing communication.If people buy once but never return, the issue may be experience or retention.Marketing should solve specific friction — not create noise.3. What message actually moves someone forward?At this stage, the question becomes:What does the audience need to understand before they’re ready to act?That might be: • Education about the problem • Proof that the solution works • Clarity around the process • Confidence in the resultThe best marketing removes uncertainty.4. What format best delivers that message?Now you decide the tactic.Maybe that’s: • Short-form video • A client story • A breakdown of the process • A myth vs. truth post • A behind-the-scenes explanationContent format should serve the message — not the other way around.Find Traci:Facebook | Instagram | WebsiteAbout The Back OfficeHosted by Dalayna DillonFounder & Creative Director of Signify MarketingThe Back Office invites listeners into honest conversations about marketing, growth, leadership, and the real decisions shaping active businesses.Facebook/Instagram: @signifymarketingsocial www.signifymarketing.social

In this episode of The Back Office, Dalayna Dillon sits down with Cameron Cooke, founder of Skintopia Studio + Spa, to talk about building a premium, experience-driven brand in the wellness space.With over 20 years of experience in skincare, education, and spa leadership, Cameron has built a business that blends advanced treatments with a deeply personalized, holistic approach. From working alongside dermatologists to training beauty professionals across Oklahoma, her perspective on the industry goes far beyond surface-level trends.This conversation explores the realities of running a spa, the challenges most people don’t see, and what it actually takes to create a business that clients trust, return to, and recommend.If you’re building a service-based business — especially in a competitive industry — this episode will give you insight into positioning, client experience, and long-term growth.No one has it fully figured out. But we’re building anyway.Show NotesGuest: Cameron CookeBusiness: Skintopia Studio + SpaLocation: Tulsa, OklahomaCameron Cooke is a Master Esthetician, educator, and spa consultant with over two decades of experience in advanced skincare and holistic wellness. She is the founder of Skintopia Studio + Spa, a Tulsa-based skincare and massage studio known for its highly personalized, experience-driven approach.Cameron’s background includes working alongside a dermatologist, serving as an educator for Eminence Organics, and training beauty professionals across the state. Her work blends clinical expertise with intuitive, holistic techniques, creating treatments tailored to each client’s physical, emotional, and energetic needs.Skintopia is designed to be more than a spa — it’s an environment where every detail is intentional, and no two services are ever the same.In This Episode, We Discuss• Cameron’s journey into the skincare and spa industry• Challenges in the spa industry that people don’t see• The biggest shifts Cameron has made in her business• The hardest parts of running a service-based business• What makes the spa industry unique• Marketing strategies spa owners often overlook• Common mistakes estheticians and spa owners make• What the future of the spa industry may look like• A real look at what Cameron is still building and figuring outAbout Skintopia Studio + SpaLocated in Midtown Tulsa, Skintopia Studio + Spa offers advanced skincare and massage services with a holistic, personalized approach. Each treatment is designed to meet the individual needs of the client — physically, emotionally, and energetically — creating a one-of-a-kind experience that goes beyond traditional spa services.Follow Skintopia TulsaWebsite FacebookSkintopia InstagramCameron Cooke Spa Coach InstagramAbout The Back OfficeHosted by Dalayna DillonFounder & Creative Director of Signify MarketingThe Back Office invites listeners into honest conversations about marketing, growth, leadership, and the real decisions shaping active businesses.Facebook/Instagram: @signifymarketingsocial www.signifymarketing.social

In this episode of The Back Office, Dalayna Dillon sits down with Heather Turner, business owner of Anthem Road Academy and a strategic leader in Oklahoma’s economic development efforts, to talk about the patterns she has seen after working alongside hundreds of business owners.From leading the Jenks Chamber of Commerce to helping shape statewide initiatives through the Oklahoma Department of Commerce, Heather has had a front-row seat to both the successes and the struggles of local businesses. She’s watched companies grow, pivot, fail, and rebuild — and along the way, she’s learned what separates businesses that last from those that don’t.This conversation explores the biggest mistakes business owners make, the priorities that matter most, and the resources many entrepreneurs overlook. It’s an honest look at leadership, resilience, and the discipline required to build something sustainable.Show NotesGuest: Heather TurnerBusiness: Anthem Road AcademyHeather Turner is a business owner, author, and economic development leader with deep experience supporting entrepreneurs and communities across Oklahoma.She is the founder of Anthem Road Academy, a music academy with multiple locations serving students and families across the Tulsa and Oklahoma City areas. In addition to running her own business, Heather previously served as President of the Jenks Chamber of Commerce, where she worked closely with local business owners and community leaders to support growth and development.Today, Heather serves in a strategic leadership role with the Oklahoma Department of Commerce, helping align two key divisions — CORE (Community Outreach and Revitalization Enterprise) and EDGE (Economic Development, Growth and Expansion) — created to strengthen economic development efforts across the state.In This Episode, We Discuss• The story behind Anthem Road Academy • The most common mistakes business owners make • What separates businesses that thrive from those that struggle • Leadership insights from working in economic development • What it takes to build a business that lastsAbout Heather’s Book — Dream TradersDream Traders explores the journey of entrepreneurship through the lens of perseverance, vision, and leadership. Drawing from her own experiences and the stories of other business owners, Heather shares practical lessons about building a business while staying grounded in purpose.About Anthem Road AcademyAt Anthem Road Academy, we believe music is more than a hobby—it’s a journey that shapes character, builds confidence, and connects people. What started in 2011 by our founder, Heather Turner, as a passion to create a space where students could truly thrive has grown into a vibrant music community serving South Tulsa, Broken Arrow, Jenks, and Edmond/OKC. From the very beginning, our mission has been simple:To be a student-focused, community-driven academy that helps every musician discover their voice and their potential.Follow Anthem Road Academy on Facebook and Instagram.About The Back OfficeHosted by Dalayna DillonFounder & Creative Director of Signify MarketingThe Back Office invites listeners into honest conversations about marketing, growth, leadership, and the real decisions shaping active businesses.Facebook/Instagram: @signifymarketingsocial www.signifymarketing.social

What does it take to build a business in one of the most competitive creative industries?In this episode of The Back Office, Dalayna Dillon sits down with Traci Baker, founder of Traci Baker Photography, to talk about the evolution of her business, the lessons she has learned along the way, and what it really takes to stay relevant in a fast-changing industry.Traci shares how she went from being an Oklahoma public school teacher to building a thriving photography business serving families, seniors, and female entrepreneurs across multiple states. From the early days of picking up a camera for the first time to expanding her services into personal branding photography and social media coaching, Traci’s story is full of honest insight, growth, and adaptability.This conversation explores what it looks like to build something that lasts, how to stand out in a crowded market, and the real challenges that come with serving clients well while continuing to evolve as a business owner.No one has it fully figured out. But we’re building anyway.Show NotesGuest: Traci BakerBusiness: Traci Baker Photography Location: Tulsa, OklahomaTraci Baker is a personal branding photographer, high school senior photographer, and social media coach/content creator based in Tulsa, Oklahoma. A former public school teacher, Traci picked up a camera and built a thriving photography business that now serves families, seniors, and entrepreneurs across Oklahoma and beyond.Her work has evolved from portrait photography into a business centered on helping clients document meaningful seasons of life and helping female business owners stand out with branding photography and social media support.In this episode, Traci shares the story behind her business, the challenges of working in a highly competitive industry, and the changes she has made over time to stay relevant and continue growing.In This Episode, We Discuss• How Traci first got into photography • What made her turn photography into a business • What it’s like working in a highly competitive industry • How her business has evolved over time • The biggest shifts she has made to stay relevant • The hardest part of her job • Mistakes photographers often make • Mistakes clients make before their sessions • What the future of photography may look like • Advice for someone just starting a photography businessAbout Traci Baker PhotographyTraci Baker Photography helps families capture senior year memories, empowers female entrepreneurs through personal branding photography, and offers social media coaching and content support to help businesses grow with clarity and confidence.Find Traci:Facebook - www.facebook.com/tracibakerphotographerInstagram - www.instagram.com/tracibakerphotographerWebsite - www.tracibaker.coAbout The Back OfficeHosted by Dalayna DillonFounder & Creative Director of Signify MarketingThe Back Office invites listeners into honest conversations about marketing, growth, leadership, and the real decisions shaping active businesses.Facebook/Instagram: @signifymarketingsocial www.signifymarketing.social

What if your workout didn’t just make you stronger — but made your entire life better?In this episode of The Back Office, Dalayna Dillon sits down with Barry Wise, founder of B Wise Fitness, to talk about what it really takes to build a business in the health and wellness industry — and how consistency and people-first thinking shape long-term success.Before launching B Wise Fitness in 2017, Barry spent years leading teams in the retail and wellness space, including managing multiple locations and helping transition corporate stores into franchises. Those experiences taught him how to build strong teams, serve customers well, and create systems that support growth.Today, B Wise Fitness is built on a simple but powerful philosophy: your one hour in the gym should positively impact the other 23.This conversation explores the lessons learned from stepping out on your own and the mindset required to create a business that improves people’s lives — not just their performance.No one has it fully figured out. But we’re building anyway.Show NotesGuest: Barry WiseBusiness: B Wise FitnessBarry Wise is the founder of B Wise Fitness, a training facility built around the belief that fitness should support everyday life — not make it harder.After years of leadership experience in the retail and wellness industry, including managing teams and overseeing store operations across multiple locations, Barry launched B Wise Fitness in 2017 with a mission to create a more holistic and sustainable approach to training.Rather than focusing solely on workouts, B Wise Fitness begins by assessing posture, joint mobility, and movement mechanics to build customized programs that improve stability, mobility, and long-term health.In this episode, Barry shares the story behind starting his business and the hard-earned insights that come from building something of your own.In this episode we discuss:• How Barry transitioned from corporate leadership into entrepreneurship • What led him to start B Wise Fitness in 2017 • The philosophy behind training that improves daily life • The realities of building and leading a team • The hardest lessons learned in business • How expectations changed after opening his own gym • What he’s most proud of in this stage of business • Leadership insights from managing teams and serving customersAbout B Wise FitnessB Wise Fitness believes that training should complement your life — not complicate it.Their approach focuses on identifying movement limitations, improving mobility and stability, and building strength in a way that supports long-term health and daily performance.The goal is simple: Make your one hour in the gym positively impact the other 23.About The Back OfficeHosted by Dalayna DillonFounder & Creative Director of Signify MarketingThe Back Office invites listeners into honest conversations about marketing, growth, leadership, and the real decisions shaping active businesses.Facebook/Instagram: @signifymarketingsocial www.signifymarketing.social

What started as a small snow cone shack in 2005 has grown into one of Oklahoma’s most recognizable summer traditions.In this episode of The Back Office, Dalayna Dillon sits down with Josh Juarez, founder of Josh’s Sno Shack and the visionary behind Courts & Commons.Josh originally started selling snow cones so he could marry his high school sweetheart and pay his way through college. Nearly two decades later, that small stand has grown into 11 locations across Oklahoma and employs dozens of team members each season.But the story doesn’t stop there.Josh shares how the idea for Courts & Commons — a new community-centered food and gathering space — has actually been forming quietly over the last 20 years as he built Josh’s Sno Shack.This conversation explores what it looks like to build something slowly, learn through mistakes, and create businesses that are centered around people and community.No one has it fully figured out. But we’re building anyway.Show NotesGuest: Josh JuarezFounder of Josh’s Sno ShackCreator of Courts & CommonsIn 2005, Josh Juarez opened a small snow cone stand at 71st and Garnett in Tulsa with a simple goal: support himself and marry his high-school sweetheart while finishing college.What began as a temporary business turned into something much bigger.Today, Josh’s Sno Shack has grown into 11 locations across Oklahoma, becoming a seasonal staple for families and communities while employing more than 70 team members.In this conversation, Josh shares the behind-the-scenes journey of growing the business, the lessons learned over nearly two decades of entrepreneurship, and the long-term vision behind his newest venture, Courts & Commons — a space designed to bring people together through great food, connection, and shared experiences.In This Episode We Discuss:• How Josh’s Sno Shack first started • The motivation behind building his first business • What it looked like to grow from one location to many • The biggest growing pains that came with expansion • Hard lessons learned along the way • Business decisions that didn’t work as planned • The inspiration behind Courts & Commons • What Josh is most proud of in this stage of his journeyAbout Courts & CommonsCourts & Commons is a community gathering space designed around the belief that people want places where they can connect, enjoy great food, play, and create meaningful memories.The concept blends food, environment, and community into a space built for shared experiences.Follow Josh - @joshisfun_Josh’s Sno Shack - @joshssnoshackCourts & Commons - @courtsandcommonsAbout The Back OfficeHosted by Dalayna DillonFounder & Creative Director of Signify MarketingThe Back Office invites listeners into honest conversations about marketing, growth, leadership, and the real decisions shaping active businesses.Facebook/Instagram: @signifymarketingsocial www.signifymarketing.social

What does it actually look like to build your first business — and then decide to open a second location?In the first episode of The Back Office, Dalayna Dillon sits down with Zach and Maddie Morris, the brother-sister team behind 3 Natives Tulsa and 3 Natives Owasso.Growing up in a family of franchise operators, Zach and Maddie had a front-row seat to the realities of business ownership long before they opened their own doors. In this conversation, they share what it’s been like stepping into ownership themselves — from choosing the right franchise opportunity to navigating the growing pains that come with expansion.This is an honest look at the decisions, lessons, and challenges that happen behind the scenes of a growing business.Inside this episode, we talk about: • Growing up in an entrepreneurial family • How they chose 3 Natives as their first business venture • The moment they knew they were ready to expand • The biggest growing pains after opening a second location • Hard lessons and mistakes they’ve learned from • The decisions that have paid off the most so farNo one has it fully figured out — but they’re building anyway.Show NotesEpisode 1: Zach & Maddie Morris Brother-sister owners of 3 Natives Tulsa and 3 Natives Owasso3 Natives is a rapidly growing fast-casual health food concept founded in Florida in 2013 by Anthony Bambino. Known for its fresh and often organic menu, the brand focuses on acai bowls, cold-pressed juices, smoothies, wraps, and salads.Keep up with Zach & Maddie online!Tulsa Location: @3nativestulsa Owasso Location: @3nativesowassoAbout The Back OfficeHosted by Dalayna DillonFounder & Creative Director of Signify MarketingThe Back Office invites listeners into honest conversations about marketing, growth, leadership, and the real decisions shaping active businesses.Facebook/Instagram: @signifymarketingsocial www.signifymarketing.social