We’re excited to introduce you to the always interesting and insightful Catalina Velez-Watson. We hope you’ll enjoy our conversation with Catalina below.
Can you briefly walk us through your story – how you started and how you got to where you are today?
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 had a profound impact on me. 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 also gave me the gift of diverse cultures, each with its own stories and dreams, which sparked my curiosity about people and their journeys.
That sense of diversity wasn’t just around me; it was also within my own family. My parents helped raise my sister, whose birth parents were from Taiwan but who grew up alongside me in our home, speaking Spanish, Chinese, and English. That experience gave me a perspective early on that family isn’t just about blood. It’s about love, openness, and the willingness to show up for one another. That lesson in belonging has stayed with me my whole life.
Today, I call San Antonio home, where I blend my experiences as an operations manager and an emerging coach at a woman-owned business. And beyond the work, the quieter parts of my story keep me grounded: 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 enjoy studying the word of God, pottery, photography, cooking, and, most recently, pickleball. These passions remind me that love, joy, and creativity can live right alongside ambition.
Has it been a smooth road? If not, what were some of the struggles along the way?
It definitely hasn’t been a smooth road, but I don’t think life is meant to be. Growing up as a child of immigrants, I had to learn independence and resilience quickly. Being the first in my family to attend and graduate from college in America was a source of pride, but it also carried the weight of responsibility. I wasn’t just pursuing my own dreams; I was carrying the hopes of my family, who had sacrificed so much.
I also became a mom at a young age, which meant that while I was still figuring out who I was, I was also responsible for raising, guiding, and shaping another life. That experience humbled me and motivated me at the same time. It forced me to grow up quickly, to balance ambition with responsibility, and to model resilience not only for myself, but also for my daughter.
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, and times I questioned whether I belonged. Those moments pushed me to become not only 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. In 2022, it returned as Stage IV, having spread to my lungs. That diagnosis was a shock and has been one of the most significant challenges of my life. It tested my body, my spirit, and my faith. But it also taught me that strength isn’t about being unbreakable. It’s about learning to bend, to rest, and to keep showing up with love and courage, even in the messy middle.
So no, the road hasn’t been smooth. But every obstacle has shaped me, deepened me, and reminded me of what truly matters.
We’d love to learn more about your work. What do you do, what do you specialize in, what are you known for, etc.? What are you most proud of? What sets you apart from others?
I’ve spent more than twenty years working at the intersection of design, leadership, and operations. I began in graphic and product design, where I discovered a passion for creating experiences that blend creativity with purpose. Over time, my path shifted toward design operations—the intersection of structure and creativity. I realized I had a gift for bringing order to complexity, building systems that work, and supporting teams so they could focus on what they do best.
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 human side at the center. Whether I’m shaping a process, building a program, or coaching someone through a challenge, I focus 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 by a product launch or a completed project—it’s about whether the people involved felt empowered along the way.
What sets me apart is the blend of resilience and warmth I bring to 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.
What quality or characteristic do you feel is most important to your success?
The quality that has been most important to my success is resilience. Life and work have both tested my strength, adaptability, and patience. From my early years in New York City as the daughter of immigrants, to becoming a young mom while still finding my own way, to navigating high-pressure careers in design and leadership, and most recently facing a Stage IV breast cancer diagnosis, resilience has been my anchor.
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 continue learning, creating, and supporting others. It’s also what helps me lead with honesty, compassion, and courage.
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, reminding me that the messy middle is often where the most growth and meaning happen.
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/
