Denise Soler Cox is a keynote speaker, filmmaker, author and multi-passionate entrepreneur who helps organizations bring a fresh perspective to DEI through keynotes and consulting.
Denise works with organizations throughout the country, from manufacturing companies with global products to agencies whose clients want to reach the Latino market, all the way to Fortune 500 companies who want to transform how we think and speak about cultural identity and what it means to belong.
Through keynotes and strategic consulting, she partners with her clients to build organizations where employees and customers alike feel welcome, valued and an intrinsic part of the whole.
The Challenge
Denise started as a filmmaker — co-directing and co-producing an award-winning documentary, being eñye, in 2016.
After the success of the documentary, a career of multiple speaking engagements and opportunities opened up for Denise.
“Classically, I don’t ask for help,” Denise says. “And it got to the point where I knew I needed support, but I wasn’t willing to do the work to find the right person.
“It was difficult for me to articulate what I needed since it wasn’t customarily what I would do. I wasn’t a great communicator when it came to the things that I needed. I hired my own assistants for years, all of which had some strengths but I would say across the board weren’t as nearly as good of a fit as Addy.
“And so when I heard about BELAY, one of the first things in the first call that I was told was just how strong the vetting process was, and they knew that I needed help there.”
“I knew that I needed to feel supported in a way I'd not felt supported before. I knew I had to be better at communicating, be more patient with whoever was going to be the person that was going to support me, and that I wanted to [have] be a great partner[ship] with [them].
“I knew I wanted to give them more and more, but that I wanted it to be gradual and natural. And so once I had that first call, that was critical for me.”
Enter BELAY Virtual Assistant Addy Polanco.
The Solution
“I was so happy to meet Addy when I did and not any earlier because [I] had a lot to learn and I knew she was awesome, and [I thought], ‘Wow, I want to stay in this relationship with this person for a long time, and I want her to grow. I want us to grow together.’
“And I knew I needed to go through the process that I'd been through with my other assistants so I could grow as a leader, so I could show up at my best for her so that she would want to show up at her best for me.”
“I feel like I've been working with Denise forever,” Addy jumps in. “It feels like it's been years and I'm pretty sure we've only been working together six months now.
“From the initial call, I knew that I wanted to work with her. I was waiting for that call from Michelle, our CSC, [thinking], ‘I hope I get this one because she is just incredible.’
“And I knew from our first call that I needed to work with her. We were both first-generation Latina. I wanted to support somebody with that kind of mission — and she has an incredible one — and she's just been incredible to work with.
“We kind of came into it knowing what to expect. BELAY prepared us well. I love watching that [discover call] video before you meet with a client. I got to get a little feel for what kind of person she was, and what she was looking for. I came into it excited, and I feel like she felt that energy maybe because I was already ready to go.”
“In the beginning, [I] was getting used to the systems she had, building new systems on top of that, checking email calendar, standard admin [tasks]. And it's grown now as she's grown. We feel like she's about to explode, so we're getting ready for that, building more sound systems so that her process is ready for next year and for going forward.
“There is also a lot of growth to happen. We've discussed that she wants me to take on more responsibility, and I'm excited about that.”
With speaking at 20 events in less than three months, managing client relationships, booking upcoming events, and working on a book deal and a podcast, Denise is sure Addy can handle it — and more.
“When she first started, the best, most aspirational thing that I wanted from this relationship was someone who could help create a process together with me on how to handle all of the client inquiries,” Denise adds.
“Customer service is so important in treating people with dignity and respect, that's how we should be treated out in the world. And part of that is coming up with systems that work every single time.
“Addy and I most recently have been working on that system, and it's one of these things that is not simple to put together. It certainly couldn't have been something we did in the beginning, and it would've been something that I would've left off of the to-do list — and have — in past situations. I just thought, ‘Wow, I don't know if this person can handle something like this,’ but Addy can.
“And I knew she could and she did, and she's nearly done with it, and it's going to ensure all of our clients are treated well.”
The Result
“The most surprising thing is how quickly [I] develop[ed] a relationship with her,” Denise says. “She feels like a favorite cousin. I can hand her something and I know she'll do it, and with love and understanding.
“[In] working with BELAY, I knew I was upping the ante on what I was going to get and the level that I wanted to play at. What surprised me was that they nailed it on the first try.”
Denise found the fit she needed in a BELAY Virtual Assistant.
“There's a part of what I do that I felt like I had to hold, and energetically it was costing me a lot,” Denise explains. “And now Addy holds it, and she has big arms. And so the idea that I could expand my working time with her is exciting.
“I know things are going to get even more intense with more requests [and] opportunities. And I've been able to give all of this work to her, and she is capable of so much. There's more coming and I know she can handle it. [That has] accelerated the area of my emotional capacity, which is important when I'm a personal brand.”
“We’ve accomplished so much,” Addy adds. “It’s been great to take all of these little things off her plate, all these little details she doesn’t have to think about, so she can go and be her best self on stage.
“I would like to think that me holding this stuff for her has helped her focus more on what she wants to do. I’m absolutely ready to take on more for her and hold as much as I can so that she can keep doing that.”
“The ultimate compliment is my only frustration with Addy is I can’t invite her over to lunch,” Denise laughs. “The relationship has become so meaningful to me, and I haven't had that with other support staff.
“I got more than just support. I love Addy. She’s so great.”