Catalina Peña, PCC

Activist
DISC Type : Cd

Executive Member at Dreamers & Doers®

Miami, Florida, United States

Overview

Diana Peña is the Founder and Lead Career Coach at Catalyst Creation, leveraging her recruiting experience from Twitter, Facebook, and Andreessen Horowitz. She helps diverse professionals enter the tech industry and holds a B.S. in Business Administration from the University of Nebraska-Lincoln. Colleagues describe her as professional, dedicated, and transparent.

As an Afro-Colombian immigrant who came to the US at age 9, Diana is a passionate diversity advocate. She is a dynamic public speaker who participates in workshops and keynotes for organizations like ColorStack and during Latinx Heritage Month, aiming to help others navigate their careers intentionally.

Unique fact: Diana is a contributing author to the book "The Immigrant Survival Guide to Silicon Valley," sharing her personal and professional journey.

Personality Overview

Meticulous

Logical And Quick

Value Conscious

They focus on objectivity in a pitch and pay little attention to bells and whistles.  They can be nudged to make faster decisions by offering what they value. They respond well to confident salespeople.

Topics They Care About

Diversity in Tech
As a diversity advocate, she is passionate about helping underrepresented and diverse professionals break into and navigate the tech industry through coaching and speaking.
Career Coaching
She has coached over 1,000 individuals and founded her own company to help people decode the recruiting process and land their dream job in tech.
Immigrant Empowerment
She uses her personal story as an Afro-Colombian immigrant to inspire others and contributed to a book aimed at helping immigrants succeed in Silicon Valley.

Media Appearances

Meet Catalina Peña | Founder and Lead Career Coach, Catalyst Creation. Featured in SHOUTOUT LA

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Meet Catalina Peña of Catalyst Creation. Featured in Voyage LA Magazine

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Work History

5-2024
Executive Member at Dreamers & Doers®
2-2020 - 10-2020
Outcomes (L&D) Program Manager at Outco Inc.
11-2019
Founder & Lead Career Coach at Catalyst Creation
10-2019 - 2-2020
Career Coach (Workshops) at Outco Inc.
6-2019 - 3-2020
Career Coach at HireClub

Education

2008 - 2012
Bachelors of Science in Business Administration from University of Nebraska-Lincoln
2011 - 2011
Study Abroad Program from University of Paul Valery

More Information

Social Presence :

Prographics :

Exp : 11 Location : Miami, Florida, United States Job Level : N/A Designation : Executive Member at Dreamers & Doers®
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Insights For Selling To Catalina

During A Call Or A Meeting

DO's

  • Be crisp while making the pitch
  • Stress on the business value that your product offers
  • Ask them questions confidently while doing discovery, don’t be apologetic

DONT's

  • Don’t try to be an alpha salesperson, give them equal space
  • Refrain from asking too many questions
  • Avoid repeating yourself or making generalizations

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Catalina is

  • Conviction in the product matters to them, followed by proof points and strong testimonials.
  • Will you ever get a clear answer from Catalina

  • They may not be very forthcoming, but they will say no if needed.

Insights For Deal Planning

    How fast (or slow) will Catalina move?

  • They are neither the fastest decision makers nor the slowest.
  • Can Catalina take some risk or not?

  • They can take risks but after weighing up the pros and cons.

You And Catalina

Personality Compatibility


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