Hard work at a very early age prepared her to break biases and shatter stereotypical thinking
By Jeffery Oddo
Daniella DeMichele’s Italian roots run deep. Her parents immigrated from Italy and settled in the town Woodbridge, a predominantly Italian community located just north of Toronto, Ontario. She said, “Growing up, culture and family were central to my upbringing. Italian was my first language and remained my primary language until I attended college.”
Daniella and her brother were raised to work hard. Her dad, Frank Capobianco, started a silk-screening business that began specializing in printed labeling over bottles. It was a fascinating and complex process that she found interesting. The silk screening involved mixing paint colors for the artwork, then large machines would print the labeling onto the bottles and then go through an oven to cure. If the artwork required multiple colors, the process would be repeated for each color.
Daniella began working at her dad’s company during her summer breaks from school at the age of 14. The job was physically demanding. She recalled, “I was on my feet over 10 hours a day.” With limited ventilation in the factory, summers were particularly challenging due to the unbearable heat from both the hot weather and the ovens.
The value of hard work
The summer job taught Daniella the value of hard work and resilience, but she knew manual labor was not something she wanted to pursue long-term. “I came away with a deep appreciation for my parents, grandparents, uncles and cousins. They worked in construction, trades, mining and factories…they worked hard and without complaint. They wanted a better life for themselves and their families, which is why they migrated to Canada,” she said.
Two passions marked Daniella’s childhood and young adulthood: music and reading. A gift of a month of piano lessons from an aunt when Daniella was 10 led her to playing and studying classical music at the Royal Conservatory of Music, progressing from preparatory levels to Level 10, and ultimately earning an Associate Diploma of The Royal Conservatory of Music (ARCT) in 8 years. A voracious reader of thrillers sparked her interest in becoming a criminal investigator/forensic scientist and she earned her college degree in Criminal Justice/Criminology.
Juggling a “work-college life” balance
Daniella worked throughout her college years to pay for her education. Taking on multiple jobs while balancing college studies significantly strengthened her work ethic and time management skills.
Looking back, she said those years truly helped prepare her for her career, saying, ”Juggling various responsibilities taught me how to prioritize tasks, stay organized, and manage my time efficiently. It also instilled a strong sense of discipline and resilience, as I had to ensure that I met both my work and academic commitments.”
An unplanned path toward a sales career
Daniella’s journey into sales happened somewhat by accident. After getting married, Daniella moved to Michigan from Canada. With no opportunities that could utilize her criminal justice degree, she accepted a job with a glass company that provided specialized glass components to the “Big Three” automakers in Detroit.
Within a few years, she was promoted from sales support to a sales rep role. She is thankful for her first boss. “He was a great leader who saw potential in me and helped me to develop my skills and experience necessary to be successful in the sales arena,” she said.
But the opportunity came with obstacles. As the only female on the team in a male-dominated industry, Daniella had to work harder to prove herself. She recalled, “I was forced to develop thick skin and everyday was spent proving I was just as capable as my male counterparts, doing double the work, getting paid significantly less and investing more time learning and developing my craft than anyone else on the team.” Daniella credits the work ethic she cultivated from working summers at her dad’s factory to help her successfully navigate her first sales job.
Most inspiring role model: Mom
Daniella also drew strength and inspiration from her mother, Lena. Lena Capobianco started her career in the mailroom at Kodak Canada in 1973 and worked her way up to marketing and sales, eventually becoming the president of the black and white photography division.
Daniella said, “My mom was a corporate saleswoman at a time when female leaders were rare, traveling monthly across Canada and the USA. She played a pivotal role in shaping my desire to have a career and fueled my drive, tenacity, and work ethic.”
From automotive glass to medical sales
In 2006, the U.S. auto industry suffered a drastic collapse and Daniella left to take a sales position with Becton Dickinson, one of the world’s leading medical technology companies. The initial experience working in healthcare sales was a revelation to Daniella, both personally and professionally.
She said, “When you work in the medical field, your efforts directly contribute to improving patient health and well-being, providing a deep sense of fulfillment and purpose. It is both exciting and inspiring.”
Daniella has worked in sales for a number of pharmaceutical, medical device and healthcare technology companies, and she is motivated by the “patient first” mission of the industry. It also requires a rigorous commitment to navigate complex regulations, maintain deep product knowledge, stay informed about the latest research and treatment therapies and adhere to strict safety and ethical guidelines.
Making a difference and making an impact at ETS
Daniella joined ETS in January 2024 as a Regional Sales Director and was promoted to Vice President of Sales in April 2024. She oversees a team of nearly two dozen sales professionals as the company’s innovative wound healing products, Mirragen and MirraSurg, continued to build interest and excitement in the medical community. She said, “When I learned about the product, our clinical evidence, and the dedicated team, I knew I had to be part of this journey.”
Every day, Daniella and the ETS team hear miraculous stories from patients and providers about how Mirragen has made a difference. “It is truly incredible to provide hope and healing to the patients we are privileged to serve. It is deeply fulfilling. It motivates me to continue striving for excellence.”
A level playing field for everyone
With International Women’s Day being celebrated on Saturday, Daniella is grateful for the family and work colleagues whose support shaped her and sustained her, especially during challenging times. She believes jobs are tough enough without having to add fighting gender biases and debunking stereotypes to a women’s unwritten job description.
While the working world has evolved since the time her mother was a trailblazing pioneer at Kodak Canada in the 70’s through the 90’s, there is still work to be done for companies and industries to create a level playing field for everyone.
For Daniella, she’s grateful for the managers and mentors who provide support, encouragement and opportunity through her career. But most importantly, she draws strength from her husband Damon and their two sons, Massimo and Matteo, proudly saying, “sempre famiglia!” (always family)