The Story Behind Dog
Tag Divas
The idea for this company was
born when I realized that as a fe-
male veteran I felt invisible. So I
decided to change that. I created
Dog Tag Divas with the aim to help
female veterans navigate the tran-
sition out of the military and into
the civilian life. This was import-
ant to me, as I had recently made
this transition and found it was
harder than I expected. I had such
high hopes for what the organiza-
tion was going to be, and how we
could help. Four years passed, and
I could not get this organization
launched...why?
Recently I was speaking with a
family member that was very sup-
portive of my idea and where I
wanted to take Dog Tag Divas. He
has launched several successful
businesses. I called him to ask a
question regarding branding. Fi-
nally he just blurted out, “What the
f*ck is taking you so long?” There
is was. The question I have been
running from and ignoring. All I
could say is, “I know.”
After our conversation, I could
hear those words still bounc-
ing around in my head. Why is it
taking so long? I began to have a
crucial conversation with myself.
As I was having this internal con-
versation I could hear all the voic-
es of the women that work with
in my coaching practice. Why do
we as women consistently doubt
ourselves or downplay our worth
before applying for a promotion,
changing careers, going back to
s chool, etc? Why are so afraid to
move forward? Why is it so hard to
break through certain barriers? The
men I work with have don’t seem
to have the same reservations and
hang ups. That is it! This is where
my passion lies and where I begin
with Dog Tag Divas. I want to help
female veterans create a vision for
Dr. Felicia Haecker
their lives and find their voices.
Let’s step out of the shadows, be
bold…be DIVAS!
Dog Tag Divas is committed to
bringing members of our commu-
nity together and build each Diva
up. Let’s begin to have those cru-
cial conversations that will help
us move forward and be an un-
stoppable force. Together we can
let the world know we are each
unique and our stories and jour-
neys are different but nonetheless
we matter and want to be heard.
Let stop existing and start living
the lives we deserve and always
envisioned for ourselves.
Stay Tuned...we are about to
change the game!
Dr. Felicia Haecker is proud to be a female veteran who served in the U.S. Air
Force for over 12 years and deployed three times in support of the wars in Af-
ghanistan and Iraq. During her time on active duty she worked as a Still Pho-
tographer, Public Relations Specialist and an Air Force Education Instructor. Dr.
Haecker earned several medals while serving her country including the Nation-
al Defense Medal, Armed Forces Expeditionary Medal and Global War on Ter-
rorism Service Medal. Today she works as the Founder/CEO of Dog Tag Divas,
an online leadership academy supporting female veterans, serves as Adjunct
Professor at Brandman University, where she teaches Organizational Lead-
ership. In her CEO role, Dr. Haecker teaches women people how to not only
identify their passions and life ambitions, but to gain clarity behind their intent,
and craft strategies to reach their intended goals. Dr. Haecker believes that by
empowering women, she is helping them take the necessary steps to live the
lives they have envisioned and deserve.
66