Who Is

Heida?

How I Found My True Path

I’m just like you—I was searching for clarity, purpose, and a way to create something meaningful.

My path wasn’t linear, and for a long time, I felt stuck in the in-between, knowing I wanted more but unsure how to get there. Then I stumbled onto an opportunity that expanded my perspective, allowing me to redefine my goals and discover a way to help others gain direction and momentum in their own lives. Here is my story...

Hey, I'm Heida...

...a mom of four who was craving something more. Before stepping into the world of online business and digital marketing, my life was a whirlwind of raising kids, managing a home, and navigating the chaos of the pandemic. I left my career in retail banking to support my family during virtual schooling and having a new baby, but somewhere along the way, I lost myself. The endless cycle of responsibilities left me feeling unfulfilled, and I knew I needed a change. I longed for something of my own—a way to contribute financially while also finding joy in the work I did.

Then the entrepreneurship bug bit me...

I’ve always been a problem solver, the friend who gives strategic advice and loves helping others work through challenges. With over 20 years of customer service experience, I thought I could figure this business thing out. I jumped headfirst into digital marketing, hoping to build something meaningful and finally take that long-overdue honeymoon (ten years and counting!). I imagined a future where I could work on my terms and show my kids what was possible when you take action on your dreams.

Then I tried all the things that, well, didn't work...

I took every digital marketing course, watched all the masterclasses, and tried everything. I dabbled in creating digital planners on Canva, attempted blogging (without knowing my niche), and implemented every strategy I came across. The result? Spinning my wheels. My Instagram wasn’t growing, my content lacked direction, and I felt like a failure. I had no real strategy—just a collection of tactics with no clear focus. It became obvious that success wasn’t just about making money or growing an audience; it was about having a clear, aligned strategy. I had to embrace a new mindset: You’re either winning or you’re learning.

Finally, I cracked the code!

The real shift happened when I realized that clarity is the foundation of success. I needed to stop chasing every new tactic and instead focus on alignment—on knowing exactly who I was speaking to and what impact I wanted to create. That’s when everything changed. I invested in the right mentors, like Miguel Carrasco from Captivation Hub and Online Profit Secrets, and Wessal Khader, Founder of Unfazed Founder, who helped me refine my approach. I committed to one waypoint, one strategy, and one core offer. I developed a framework that wasn’t just about digital marketing but about helping people find their North—their true purpose and the strategy to pursue it with confidence.

Today, I’ve built a life that feels more intentional and fulfilling, and I help others do the same.

Through my Waypoints to Purpose™ framework, I guide the dreamers at a crossroads—whether they’re aspiring entrepreneurs or simply seeking a more aligned life. My expertise in digital marketing remains at the core of my work, but the biggest transformation I help my clients achieve isn’t just business success—it’s clarity.

If you’ve ever felt lost, like you’re meant for something more but can’t quite figure out the how—I see you. I’ve been there. And I’m here to help you navigate your way forward.