Career Highlights – Your Digital Angel

Chief Playmaker

2001 – Present

Proof across every playbook.

From gym floors to boardrooms, the results traveled with me.

A straight path never built a career like this. Every chapter—health & fitness, travel, media, pro sports, aerospace, healthcare, non-profit, financial services—added a new playbook to my arsenal. What didn’t change? The drive to adapt, the instinct to build, and the results that followed. Here are the career highlights that shaped Your Digital Angel.

Your Digital Angel

2009 - Present

Founder & Chief Playmaker

Delivered exclusively between brand roles—never concurrently.

Founded in 2009, with formal launch and rapid recognition starting in 2011. Earned four major awards within the first two years of full-scale operation (2011–2013).

Turned a first-place university entrepreneurship win (EMBA)—presented by SoCalGas Company and Tulare County Office of Education—into Your Digital Angel, a recognized leader in digital strategy, publishing, speaking, and community impact.
Built thought leadership through guest blogging, a recurring column, and published content—while consulting for a wide range of clients, including as an SBDC consultant driving digital adoption and growth for small businesses nationwide.
Received the Latinas in Technology award for communications leadership and paving the way for future Latinas in tech and business (2013), presented by the Latinas in Business & Professions Association, California State Assembly (Connie Conway, 26th District), California State Senate (16th District), Tulare County Board of Supervisors, and Tulare Kings Chamber of Commerce.
Featured speaker and keynote at major events—including multiple youth leadership conferences at Disneyland—educating and inspiring entrepreneurs, students, educators, and business owners on digital strategy, social media, and the power of effective communication.

Edward Jones

2021 - 2025

Sr. Channel Manager, Brand Social

Modernized social for a 100+ year-old brand in one of the country’s most highly regulated industries—relaunching Instagram, building the first dedicated social team, and creating the strategy, systems, and advisor playbooks that scaled social across 19,000+ financial advisors

Revived Instagram after 5+ years of dormancy and 3.5 years of pushing for the relaunch, delivering 62% follower growth, a 3.87% engagement rate and 25% faster content turnaround.
Secured $600K to build Edward Jones’ first six-person, social-dedicated team — four creatives in Brand and two community managers in Rep Management.
Created platform-specific social playbooks for 19K+ financial advisors across the U.S. and Canada, achieving a 75% download rate in the first quarter and driving a 20% increase in branch engagement.
Drove a 75% playbook download rate and a 20% lift in branch content engagement, while reputation management increased CSAT by 42%.

Phoenix Children's Hospital Foundation

2019 - 2021

Social Media & Content Manager

Brought Fortune 500 social strategy to Phoenix Children’s Hospital Foundation—the fundraising arm of the largest children’s hospital in the Southwest—building content systems and human-centered storytelling that connected families, donors, and the community to the life-changing care happening every day.

Drove a 497% increase in year-end social revenue and contributed to $1.9M raised during the 2020 Give-A-Thon.
Directed Power Play 2020, driving a 662% YoY increase in impressions and a $0.04 Facebook CPC — well below industry benchmarks.
Delivered 68% YoY growth in impressions and 15% growth in engagement through a data-informed content strategy.
Earned 11 awards in under 2 years, recognizing campaign creativity, fundraising partnerships and mission-driven storytelling.

Honeywell Aerospace

2017 - 2019

Global Social Media Manager

Took a legacy aerospace and aviation brand off the runway and built a high-visibility digital presence—leading global social strategy in a highly technical, compliance-heavy industry while supporting a 100+ person MarCom organization.

Increased engagement by 1,061% YoY, video views by 532%, and impressions by 189% across Honeywell’s social ecosystem.
Launched Honeywell’s first-ever live broadcast on the TODAY Show, filmed 35,000 feet above New York City, generating 6M+ impressions.
Produced the brand’s first Instagram takeover and first Twitter Chat, the latter generating 47M impressions in one hour.
Earned 9 awards in under 2 years, including Technical & Functional Excellence and Act with Urgency.

Phoenix Suns

2015 - 2016

Digital Activation Specialist

Recruited as the only woman on a 13-person digital team—driving partner ROI, fan engagement, and never-been-done-before activations across the Suns’ digital ecosystem.

Activated 70M+ social impressions and improved partner post volume by 56.1% YoY across the Suns’ digital ecosystem.
Partnered with NBA Digital Ops to improve ad placement accuracy by 92% and reduce excess inventory by 80%.
Landed national media pickup when ESPN’s SportsCenter featured a Suns Media Day photoshoot, along with Sports Illustrated, Bleacher Report, USA TODAY, HoopsHype, and The Arizona Republic.
Earned the Best Data Acquisition Award for a Facebook Lead Gen campaign tied to the Draft Lottery.

Gannett

2013 - 2015

Platinum Digital Account Manager

Recruited from a scrappy consulting hustle to train a 10-person print sales team to sell digital—beating the annual revenue goal in under 90 days. Earned a full-page “Times-Delta Media Group’s Digital Angel” feature in the Visalia Chamber of Commerce publication, and launched the Your Digital Angel blog on VisaliaTimesDelta.com—the first public incarnation of the brand that would become YDA.

Turned a scrappy consulting hustle into a Gannett career — earning a full-page “Times-Delta Media Group’s Digital Angel” feature and launching the Your Digital Angel blog on VisaliaTimesDelta.com, the first public incarnation of the brand that would become YDA.
Promoted from Digital Sales Specialist to Platinum Digital Account Manager within 6 months, taking ownership of a 90+ campaign portfolio.
Recognized with Gannett's Lever-Up Award for cutting go-live time by 20% below team average.
Turned a client Facebook ad campaign into a case study win, then authored “How Hesselson’s Earned $5,500 Using Facebook Advertising,” published on G/O Digital’s site — extending client performance into published thought leadership.

Welk Resorts

2007 - 2009

Marketing Manager

Turned a front-facing field marketing role into a playground for brand partnerships and high-conversion lead generation—connecting premium audiences to the right offer and turning live-event attention into booked tours and revenue.

Partnered with the Lakers, Clippers, Kings, Dodgers, Galaxy, Live Nation, and Knott’s Berry Farm to execute high-impact sponsorship activations and live promotions that drove qualified lead generation.
Expanded lead generation into overlooked channels — including niche consumer expos — to reach new, high-intent audiences competitors were missing.
Exceeded team goal by 10%, turning live-event curiosity into booked tours and booked tours into revenue with pre-qualified, high-net-worth couples.
Promoted from Marketing Agent to Marketing Manager in under a year, recognized with a company-wide Appreciation Award.

Gold's Gym

2001 - 2007

General Manager

Became the youngest and only female GM/AGM across six franchise and two corporate Southern California locations—earning 20 awards along the way.

Drove $375K+ in monthly revenue and 300+ new memberships each month in DTLA, consistently earning top-tier Level 2 incentives.
Earned AGM of the Month 18 times — in under 24 months — and AGM of the Year for achieving the highest percentage to goal in membership and revenue company-wide — plus a Rolex Oyster Perpetual. Along with a General Manager Appreciation Award, for a total of 20 awards.
Negotiated a partnership with Gas Company Lofts, creating a built-in member pipeline and guaranteed monthly EFT revenue, while managing the Staples Center partnership and executive reporting on usage.
Inherited a Downtown LA club in serious financial trouble and turned it into the performance standard corporate leadership pointed to.

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