Where Generations Meet: 25 Years of Cool Women and Emerging Leaders
Now in its 25th year, Girl Scouts San Diego's Cool Women Celebration has become one of our region’s most meaningful gatherings and a powerful intergenerational exchange that honors extraordinary women leaders while uplifting the next generation of changemakers.
This iconic event offers Emerging Leader Girl Scouts in grades 10–12 a unique opportunity to put their leadership skills into practice. Throughout the morning, these young leaders network with guests, speak on stage, host tables of community members, and participate in a dynamic mentoring session with accomplished industry leaders. They walk away with strengthened confidence, polished communication skills, and real-world experiences that prepare them to lead with courage and compassion.
The room reflects the diversity and collective impact of our community: we welcome teachers, philanthropists, entrepreneurs, scientists, HR professionals, accountants, camp counselors, troop leaders, mothers, daughters, and long-time volunteers who grow to understand the lifelong power of Girl Scouting. Each person brings their own story, expertise, and passion for making the world a better place through courage, confidence, and character. Together, they create a vibrant ecosystem of support that uplifts both the honorees and our Emerging Leaders.
Join 550+ community guests on Friday, April 24 for an inspiring celebration that recognizes five remarkable Cool Women honorees and invests in the Emerging Leader Girl Scouts who are already shaping the future.
Friday, April 24, 2026
11 a.m.-1:30 p.m.
Hilton La Jolla Torrey Pines
Meet Our Cool Women of 2026
Valerie Attisha
Vice President, Client and Community Relations, PNC Bank
Valerie Attisha serves as Vice President of Client and Community Relations at PNC Bank, where she leads PNC’s regional community footprint. She oversees sponsorships and philanthropic investments, drives community engagement and employee volunteerism, elevates the brand, and cultivates partnerships across business, government, civic, and nonprofit sectors.
The proud daughter of Chaldean immigrants and a lifelong San Diegan, her career began at San Diego Foundation where she established and led the Community Scholarship Program, which has become the largest provider of non-university scholarships in the region. Prior to joining PNC Bank in 2021, Valerie was a seasoned fundraising professional and nonprofit executive who raised and facilitated gifts totaling $100 M+.
Valerie remains deeply committed to making meaningful community impact through her active involvement with organizations including San Diego Rotary (Club 33), Junior League of San Diego, Association of Fundraising Professionals, The Old Globe, and University of San Diego’s National Alumni Board of Directors. Currently, she serves as co-chair of KPBS’ The Gratitude Collective, Vice Chair of the LEAD San Diego Board, and Secretary of Board at Children ’s Museum of Discovery.
Valerie has volunteered with Girl Scouts since her college years, and PNC has long been a proud partner of the organization. Four years ago, Valerie and PNC established Girls Day at the Track, bringing Girl Scouts from across Southern California to the Long Beach Grand Prix to connect with women in racing, inspire STEM careers, and show that women play key roles in motorsports.
A LEAD San Diego graduate, she was recognized as a “40 Under 40” by San Diego Metropolitan Magazine, “Outstanding Corporate Social Responsibility Executive” by San Diego Business Journal, and “Altruist of the Year” by Modern Luxury Magazine. She has also been named “One of San Diego’s Most Influential Leaders” in the SD 500, “2025 Woman of Dedication” by Salvation Army Women’s Auxiliary, and “Market All Star” by PNC Bank.
Valerie received her B.A. from University of San Diego and her M.A. from California State University, Sacramento. In her free time, Valerie is an avid traveler, novice gardener, voracious reader, and passionate theatre and concert goer who loves spending time with friends and family.
Sarah Boyce
President and CEO, Avidity Biosciences
Sarah Boyce is President, CEO, and a Board Member at Avidity, where she has served since 2019. With more than 25 years of global leadership experience in the pharmaceutical and biopharmaceutical industries, she has played a defining role in advancing RNA‑based therapeutics and shaping the company’s evolution. Under Sarah’s leadership, Avidity has transformed from an R&D‑focused organization into a clinical‑stage biopharmaceutical company, now advancing three RNA therapies in the clinic and expanding its proprietary RNA technology platform. Avidity was recently aquired by Novartis for $12.2B.
Before joining Avidity, Sarah served as President and Board Member at Akcea Therapeutics and held senior leadership roles at Ionis Pharmaceuticals, Forest Laboratories, Alexion Pharmaceuticals, Novartis Oncology, and Roche. Her industry experience spans four countries and nearly every business function, giving her a uniquely comprehensive perspective on building biotech organizations. Recognized for her vision and leadership, she has been named a “Top 25 Biotech CEO,” one of the “Fiercest Women in Life Sciences,” and the 2025 Ernst & Young “Entrepreneur of the Year” for the Southwest Region.
Sarah is widely known for her people‑first leadership philosophy. She believes companies are built by people—not technologies—and emphasizes culture, emotional intelligence, and authenticity as core to effective leadership. Throughout her career, she has mentored women in biotech and is committed to fostering workplaces where diverse voices can thrive.
Beyond her executive role, Sarah serves on the boards of Contineum Therapeutics and Abcuro, Inc. She is also deeply engaged in community service, with her family supporting organizations such as Monarch School and Promises2Kids, which serve unhoused and foster youth—causes closely aligned with her belief in creating opportunity and stability for vulnerable children.
Sarah holds a BSc (Hons) in Microbiology from the University of Manchester, England. A passionate traveler, music enthusiast, and advocate for lifelong learning, she brings curiosity, optimism, and humanity to every aspect of her work and life.
Selena Ellis‑Vizcarra
Chief Operating Officer, Jacobs Center for Neighborhood Innovation
Selena Ellis‑Vizcarra is a native San Diegan and seasoned executive with over 30 years of experience in strategic planning, corporate development, and community advocacy. As the Chief Operating Officer at the Jacobs Center for Neighborhood Innovation, she leverages her extensive background to foster economic growth and expand educational equity in Southeastern San Diego.
Throughout her career, Selena has demonstrated a unique ability to bridge the gap between complex resource management and meaningful, community-centered impact. Her professional journey spans a wide spectrum of organizations, beginning with her roles at the SDSU Research Foundation and the Japan International Cooperation Agency (JICA). She later advanced into senior leadership positions within publicly held biotech companies.
At the Jacobs Center, Selena’s leadership is defined by her commitment to building a stronger, more stable, and vibrant Southeastern San Diego. Under her guidance, the nonprofit has strengthened its role as a trusted community convener. She helped bring the region its first after-hours urgent care and the PACE program for older adults through a landmark building sale to San Ysidro Health. Additionally, she coordinated emergency meal programs that delivered thousands of meals to residents following the 2024 floods that devastated the community.
Deeply invested in supporting the next generation of leaders, Selena has volunteered with the Girl Scouts San Diego for nearly a decade through her daughter’s Troop 6034. She currently serves as the Share Manager for the Sunny Trails Service Unit and collaborates closely with the Diamond Crest Service Unit as a dedicated advocate for expanding scouting opportunities in communities south of the 8 freeway.
Selena holds a Bachelor of Arts in Economics and English and an MBA in Management from San Diego State University.
Maya Madsen
Founder and CEO, Maya's Cookies
Maya Madsen started Maya's Cookies, the country’s largest Black-owned vegan cookie company, out of her Scripps Ranch home. In 2015, she branched out to local farmers’ markets and later opened her first storefront in San Diego’s Grantville neighborhood. In 2020, when civil unrest swept the nation, Maya’s products received shout‑outs from numerous celebrities and others championing Black‑owned businesses. As a result, demand for her cookies surged, leading to a robust online store, a growing presence at farmers’ markets, and, today, two brick‑and‑mortar locations—the original shop and a second in San Marcos.
Maya first discovered her talent for selling cookies as the top entrepreneur in her Girl Scout troop in Sacramento. Born into the foster care system, she is now the proud mother of three boys and a passionate advocate for foster children and individuals who face barriers to employment, including the previously incarcerated and people navigating substance abuse or mental health challenges. Through her business, she provides mentorship and creates pathways for youth and young adults to earn certificates in the culinary arts.
Maya serves on the board of directors for Junior Achievement, Meals on Wheels, Fred Finch Youth and Family Services, and the San Marcos Chamber of Commerce, and is a member of San Diego Rotary Club 33.
She has also leveraged her company’s success to deepen community partnerships with organizations like San Diego Wave FC, Feeding San Diego, Just in Time for Foster Youth, Promises2Kids, Kitchens for Good, Specialty Food Association, and PETA.
Her commitment to community and public service has earned her numerous honors, including the San Diego Business Journal Nonprofit Board’s “Leaders of Influence” recognition, a “Congressional Community Service Recognition” from Congresswoman Sara Jacobs, the Urban League of San Diego’s “Equal Opportunity Economic Development Award”, and Senator Akilah Weber’s “Economic Development Award”.
Danitza Villanueva
Partner, DAESVI Publishing
Danitza Villanueva is a self‑motivated and dedicated businesswoman. Born in San Diego, she spent her youth in Tijuana and grew up on both sides of the border, crossing every day to attend school. She has transferred her unique insight of cross‑border culture, trends, and philanthropy to her business and community interests. Danitza attended high school at The Academy of Our Lady of Peace (OLP) and became the first woman from her family to graduate from college, earning degrees from the Fashion Institute of Design and Merchandising in Fashion Marketing and from San Diego Christian College in Communications.
Nineteen years ago, Danitza founded DAESVI Publishing, home to several magazines including Giving Back Magazine.
In 2008, she was elected the youngest ever member of the Board of Directors of the San Diego Opera, where her leadership helped bring the world’s first Mariachi opera, Cruzar la Cara de la Luna with Mariachi Vargas Tecalitlán, to sold‑out houses. In the time since then, she has joined the board for HOPE Leadership Institute and served as board chair for the Academy of Our Lady of Peace.
She has co-chaired several events, among them, Ronald McDonald House Charities of San Diego “Dia de Alegria,” the Salvation Army’s “Women of Dedication,” and OLP’s “Women’s Symposium,” which she co-founded.
Danitza has been honored as a community partner by Girl Scouts San Diego, recognized as a 2020–21 ‘Woman of Dedication’ by The Salvation Army San Diego, and in 2023 became the first Latina Chairman in the 114‑year history of the Charity Ball. Her efforts helped break the all-time fundraising record–funding The Chadwick Center at Rady Children’s Hospital for the next twenty years.
In addition to her work and community involvement, Danitza and her husband Esteban are travel writers sharing reports on destinations near and far. When possible, they enjoy hiking East County trails with their dog, Winky.
The Cool Women Celebration Impact
Through community support and by forging powerful connections between Cool Women honorees, Emerging Leader Girl Scouts, executive mentors, and partner organizations, Girl Scouts San Diego is advancing female leadership in San Diego and Imperial counties.
Event proceeds support programs that empower Girl Scouts to develop a strong sense of self, step outside their comfort zones, use their voices, and build resilience.
Join us on Friday, April 24 to honor and celebrate the leaders in our community. Reserve your sponsorships, tables, or tickets for the 2026 Cool Women Celebration today.
Questions? Email give@sdgirlscouts.org or call 619-610-0839.
