Meet the HF
Our Story
HFA was born out of frustration — and fueled by passion.
When founder Jessica Shields was working in experiential marketing and CPG sales, she noticed a glaring problem: most agencies didn’t get it. Activations were uninspired. Staff lacked passion or brand knowledge. Events felt forgettable. What was supposed to build loyalty and sales was just… background noise.
So Jessica did something about it. She built a different kind of agency — one driven by real passion for health and wellness, strategic creativity, and human experiences that matter. Drawing on a decade of experiential marketing experience plus deep retail knowledge, she assembled a team that knows how to make your product stand out.
Meet the Team
We’re a small team by design — tight-knit, high-performing, and fully invested in every brand we touch. These are the people behind the strategy, the planning, the problem-solving, and the on-the-ground magic.
Jessica Shields
Founder & CEO
Jessica started HFA after seeing too many experiential programs fall short and wanted an agency grounded in passion, strategy, and integrity,,,so she started one. With a background in CPG sales and field marketing, she brings both creativity and grit to her leadership. A marathon runner and avid traveler, she leads with endurance, strategy, and big-picture thinking — shaping every activation we run.
Noraliz Miranda
Director of Operations
Nora joined HFA during the chaos of 2020 and has seen every season of our growth. She started as an admin but quickly proved she was a natural leader. Today she keeps the ship running with unmatched attention to detail and a calm, steady presence — even when activations get wild. When she’s not optimizing operations, she’s training for Spartan races in sunny Puerto Rico.
Laura Schneider
Senior Account Manager
Laura’s path from Brand Ambassador to Senior Account Manager is a story of talent and tenacity. A former personal trainer and cancer survivor, she leads with empathy, resilience, and a steady drive for excellence. Her superpower is valuable feedback that helps brand ambassadors improve. Clients trust her. Teams respect her. And every activation she manages is better because of it.
Jasmine Long
Finance & Marketing Manager
The newest member of HFA, Jasmine jumped all in from day one with sharp instincts and quick learning. She keeps the numbers clean, the marketing sharp, and the team on track. She lives her health-minded passions off the clock by coaching early-morning workouts at F45 and playing competitive volleyball, which explains her speed, discipline, and ability to learn at a lightning pace.
OUR COMPANY VALUES
Passion
We believe real connection starts with genuine enthusiasm. We look for people who love health, fitness, and the work they do, people who show up ready to share your brand’s mission with authenticity. Passion brings energy to every interaction and makes each experience more meaningful for our team and your customers.
Ethics
We do what is right, even when it is hard. Honest and principled decision making guides everything we do, from billing practices to staffing choices, so clients, partners, and team members always know they can trust us. We communicate with clarity and integrity, and we own both our wins and our lessons.
Transparency
Clear and honest communication builds trust. We are committed to being open with clients, field teams, and internal staff when events are going as planned and when they aren’t, especially when they aren’t. Sharing information proactively creates alignment, reduces surprises, and improves the quality of our activations.
Ownership
We believe great work comes from people who take responsibility for their actions and results. Every HFA team member is empowered to contribute ideas, solve problems, and let their unique abilities shine. When issues occur, we address them quickly and thoughtfully, ensuring our work stays aligned with our values.
Tenacity
We believe progress comes from showing up consistently. When challenges arise, we stay focused, shift strategies, and keep pushing ahead. Our team finishes strong in the face of tight timelines, difficult logistics, or last-minute changes. Tenacity fuels our ability to deliver programs that perform in any environment.