Education: Associate’s from Des Moines Area Community College, bachelor’s from Iowa State University, Certified Business Advisor from University of Toledo



Hometown: Ankeny

Family: Ryan Moffatt and son Evan Moffatt

Hobbies: Traveling, hiking, volunteering and recently learning how to play pickleball

Three notable accomplishments: 

• In 2010, I took a leap from the corporate world to launch Crème Cupcake + Dessert, turning my passion into a successful and celebrated business. I was one of the early female entrepreneurs in the Des Moines area to be recognized on a national stage — appearing on Food Network’s “Cupcake Wars” and earning runner-up honors. 
• I have helped thousands of entrepreneurs start, stabilize and scale their businesses. More recently, I’ve expanded my influence nationally, working to help businesses grow at scale through strategic roles within a Fortune 500 company. 
• I’ve given time and resources to several organizations over the years, including Winefest, Young Women’s Resource Center, House of Mercy, the Beacon, Girl Scouts and many entrepreneurship groups. As a long-standing board member of Winefest and advocate for multiple nonprofits, I have helped drive significant funding and awareness for organizations that enrich the cultural fabric of the community. 

How have you helped improve organizations you’ve been a part of?

I focus on growing things differently. With an entrepreneurial mindset and a strategic eye, I approach challenges through the lens of both the decision-maker and the customer. This means solving problems in a way that aligns with what truly matters to leadership, while also deeply understanding and empathizing with the customer experience. 

Across the organizations I’ve worked with — whether small businesses, nonprofits or large corporations — I’ve been able to drive growth by identifying untapped opportunities, building brand awareness and aligning messaging with meaningful outcomes. I bring a builder’s mentality: constantly asking how we can do things smarter, faster and with greater impact. 

My ability to connect the dots between strategic vision, customer need and brand storytelling has helped move organizations forward in sustainable and innovative ways.

What motivates you?

I’m driven by empowering others, especially my son, to pursue dreams and create lasting community impact through shared purpose.

Is there a memory or experience from your formative years that continues to influence your approach to life?

Yes — one moment stands out clearly. I once had a teacher tell me I wouldn’t be successful because I chose to pursue an activity that aligned more with my future goals rather than sticking with a traditional path. Instead of discouraging me, that comment lit a fire in me. 

It taught me early on the importance of trusting my instincts, advocating for myself and defining success on my own terms. That experience still fuels my drive today — to take bold steps, to support others in doing what’s right for their future and to challenge outdated thinking that limits potential.

What piece of advice would you give to others who hope to make a difference in their communities?

Lead with kindness and align your actions with your values. Focus on efforts that uplift rather than drain you, and protect your time with loved ones. Listen with empathy and respect, seeking understanding even when you disagree. Balance purpose and boundaries to make a meaningful impact.

What’s a current goal or accomplishment you’d like to achieve?

A current goal I’m pursuing is obtaining financial licenses to continue to add value in my role but also support small businesses in building sustainable financial futures. By empowering them with the right knowledge, I aim to foster confident financial decisions, long-term stability and meaningful community impact through improved financial literacy and strategic restructuring.

What is a favorite book, show, movie, podcast, etc., that you’d encourage others to consume?

One of my favorite books or guiding concepts is “The Let Them Theory.” It’s a mindset that reminds me to release control over how others perceive my actions or growth. The idea is simple but powerful: Let them think what they want, let them doubt, let them misunderstand. Staying grounded in your purpose, even when others don’t see the full picture, is an empowering and freeing philosophy. It’s helped me stay focused on long-term goals without being derailed by external noise or judgment.

How do you try to find balance and joy in the many activities you take part in?

I find balance and joy by staying anchored in my purpose and prioritizing what matters most — especially my family. No matter how busy my schedule gets, I make space for quality time with loved ones, whether it’s a shared meal, a weekend outing or simply an evening of conversation. Those moments recharge me emotionally and remind me why I invest so much energy into my goals and my community.

What is one of your guilty pleasures?

My guilty pleasure is binge-watching “Dateline” and “20/20,” fascinated by investigators solving cases through evidence and intricate problem-solving.

What’s something many people don’t know about you?

I actually hate flying — but I love to travel. Despite my fear of airplanes, I’m passionate about exploring new places and cultures. One of my biggest dreams is to visit all 50 states with my son, creating shared memories and experiencing the diverse landscapes and traditions each has to offer.

Read about all of the 2025 Women of Influence honorees