"There's a part of what I do that I felt like I had to hold, and energetically it was costing me a lot. And now Addy holds it, and she has big arms. I got more than just support. I love Addy. She's so great."
— Denise Soler Cox, Keynote Speaker, Filmmaker, and Author
The Challenge
Denise Soler Cox built a thriving career as a keynote speaker, filmmaker, and DEI consultant after co-directing the award-winning documentary being eñye in 2016. As speaking engagements multiplied and her business expanded to serve Fortune 500 companies and global organizations, Denise faced a challenge that had nothing to do with her craft — she struggled to ask for help.
"Classically, I don't ask for help. 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."
Denise had hired her own assistants for years, but none quite measured up. Compounding the problem was her own difficulty articulating what she needed. "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."
She knew she needed more than just administrative help — she needed a true partnership built on trust, patience, and shared growth. When she first heard about BELAY, the thing that immediately stood out was the strength of their vetting process, which she knew was exactly what she needed to finally find the right fit.
The Solution
BELAY matched Denise with Virtual Assistant Addy Polanco, and the connection was immediate. Addy — a fellow first-generation Latina — had been eager to work with Denise from the moment she previewed the initial discovery call, drawn in by Denise's mission-driven work and powerful energy.
The partnership began methodically, with Addy getting up to speed on existing systems, managing email and calendars, and handling standard administrative tasks. As Denise's confidence in the relationship grew, so did Addy's responsibilities. With Denise speaking at 20 events in fewer than three months while simultaneously managing a book deal, a podcast, and ongoing client relationships, Addy stepped up to build the infrastructure Denise's growing business demanded.
"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."
Most recently, the two have collaborated on developing a comprehensive client inquiry system — something Denise had long avoided tackling. "It's one of these things that is not simple to put together," Denise explains. "It certainly couldn't have been something we did in the beginning... I just thought, 'Wow, I don't know if this person can handle something like this,' but Addy can."
"We've accomplished so much. 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."
— Denise Soler Cox, Keynote Speaker, Filmmaker, and AuthorThe Impact
The results exceeded Denise's expectations in ways both practical and deeply personal. With BELAY's careful matching process, she got everything she was looking for — and on the very first try.
"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."
Beyond the operational wins, the partnership gave Denise something more valuable: the emotional capacity to show up fully as a personal brand. "There's a part of what I do that I felt like I had to hold, and energetically it was costing me a lot. And now Addy holds it, and she has big arms." With Addy managing the details, Denise is free to focus on what only she can do — connecting with audiences and advancing the conversation around cultural identity and belonging.
The relationship itself became one of the most meaningful outcomes. "The ultimate compliment is my only frustration with Addy is I can't invite her over to lunch. 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."