Today we’d like to introduce you to Catalina Velez-Watson.
Hi Catalina, please kick things off for us with an introduction to yourself and your story.
I was born in Medellín, Colombia, and raised in Queens, New York, as an only child surrounded by strong, independent immigrants who taught me the importance of values, compassion, and respect. Growing up in New York City shaped me in powerful ways — it made me tough and resilient, taught me how to stand on my own two feet, and showed me that strength can exist right alongside kindness. Life in Queens meant navigating a fast-paced, sometimes challenging environment, but it also offered the gift of diverse cultures that cared deeply for one another. From early on, I was curious about people — I’d watch, listen, and soak in their stories, their passions, their dreams.
I also inherited a love of design from generations of artists in my family. I was fascinated by how art and color could speak differently to each person, and how creativity could stir emotions and forge connections. That curiosity carried me into a career in design, where I spent over twenty years working across industries, including Fortune 500 companies. I wore many hats — building visual experiences, leading programs, and shaping how teams worked together. For me, design was never just about how something looked; it was always about how it made people feel. That perspective eventually pulled me toward leadership, operations, and now, coaching.
In 2022, my world shifted when I was diagnosed with Stage IV breast cancer that had metastasized to my lungs. That experience continues to shape me in profound ways. It has tested my resilience, deepened my faith, and reminded me of the urgency of living fully. It reinforced my belief that our worth is not tied to productivity or achievement but to the simple truth of being alive and present.
Today, I call San Antonio home and weave all those pieces of my journey into the work I do. I’m an operations manager and coach in the making for a woman-owned coaching business. My purpose now is to create spaces where people feel seen, supported, and reminded of their own worth and capability, no matter the season they’re in.
And then there are the quieter parts of my story that ground me: my daughter, who brings air into my soul; my husband, the Yang to my Yin; and my mother, my trunk, whose love planted the essence of who I am. I’m blessed by them every day. I also love to study the word of God, pottery, photography, cooking, and, most recently, playing pickleball. These passions remind me that love, joy, and creativity can live right alongside ambition.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
It definitely hasn’t been a smooth road, but I don’t think life is meant to be. Growing up as an only child in Queens, I had to learn independence and resilience quickly. Being raised by immigrant parents meant there were challenges around language, resources, and simply figuring out how to navigate systems that weren’t built for us. I was the first in my family to attend and graduate from college in America, which was both a source of pride and a heavy responsibility. I carried not just my own dreams, but the hopes of my family who had sacrificed so much to give me the chance.
I also became a mom at a young age, which meant that while I was still learning about myself, I was also responsible for teaching, guiding, and shaping another life. That experience was both humbling and motivating. It forced me to grow up quickly, to balance ambition with responsibility, and to model resilience not just for myself but for my daughter. Looking back, those years taught me some of the most important lessons about patience, love, and grit.
Later, in my career, I often found myself as one of the few women or Latinas in the room, which came with its own set of challenges. There were times I had to fight to be seen and heard, times I questioned my own worth, and times I had to remind myself that I belonged. Those moments pushed me to become not just tougher, but more intentional about creating spaces where others wouldn’t feel invisible.
And then there’s my health. In 2007, I was diagnosed with Stage III breast cancer, and in 2022, I faced Stage IV when it returned and spread to my lungs. That diagnosis was a shock and has been one of the most significant challenges of my life. It has tested my body, my spirit, and my faith. But it has also taught me that strength isn’t about pretending to be unbreakable — it’s about learning to bend, to rest, and to keep showing up with love and courage.
So no, the road hasn’t been smooth. But the obstacles have shaped me, deepened me, and reminded me of what truly matters.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
I’ve spent more than twenty years working at the intersection of design, leadership, and operations. I started my career in graphic and product design, where I fell in love with building experiences that blended creativity with purpose. Over time, my work evolved into design operations, a space where structure and creativity intersect. I discovered that I had a gift for bringing order to complexity, making systems work smoothly, and supporting teams so they could focus on doing their best work.
Throughout the years, I’ve led initiatives across industries from tech to corporate environments, including Fortune 500 companies. Today, I serve as the Marketing and Operations Manager for Worthy to Lead, a women-owned executive coaching business, while also building my own coaching practice.
What I specialize in, and what people often know me for, is bringing order and clarity while keeping the heart of the work and the people at the center. Whether I’m shaping a process, building a program, or coaching someone through a challenge, my focus is on how it feels for the people involved, not just how it looks on paper.
I’m most proud of the spaces I’ve helped create where people feel seen, valued, and supported. For me, success isn’t measured only by the launch of a product or the completion of a project. It’s about whether the people who were part of it felt empowered and capable along the way.
What sets me apart is the blend of resilience and warmth I bring into my work. I know how to navigate high-pressure environments with focus and clarity, but I also bring compassion, humor, and heart. I understand what it means to sit in the messy middle of change, and I carry that understanding into the way I support others. At the core, my work is about reminding people of their worth and helping them step into leadership with confidence and humanity.
I like to think of people as colors. Depending on how the light touches us, different shades emerge. My role is to help people see the full spectrum of who they are and how they can shine.
If you had to, what characteristic of yours would you give the most credit to?
The quality I feel has been most important to my success is resilience. Life and work have both thrown me challenges that tested my strength, adaptability, and patience — from growing up in New York City as an only child in an immigrant family, to becoming a young mom while still learning myself, to navigating high-pressure careers in design and leadership, and most recently, facing a Stage IV breast cancer diagnosis.
Resilience, for me, isn’t about being unshakable or pretending everything is fine. It’s about showing up even when the path is messy, bending without breaking, and continuing to move forward with purpose and heart. It’s what has allowed me to keep learning, keep creating, and keep supporting others. Resilience enables me to lead with honesty, compassion, and courage, and it reminds me that the messy middle is often where the most growth and meaning happen.
A great friend of mine once told me, “Catalina, the only way out is through.” Those words have stayed with me and guide me every day, giving me permission to sit fully in what I like to call the messy middle.
Pricing:
- One session $107
- 6 session $642
- 12 sessions $1,284
Contact Info:
- Website: https://www.worthytolead.co
- LinkedIn: https://www.linkedin.com/in/catalinavw/
- Other: https://substack.com/@cvwatson
Image Credits
Catalina smile image = Chrissy DePauw / https://www.chrissyrenestudios.com/
Family celebration image = https://j12designs.com/about-us/
