Catalina Serna-Valencia

Sharpshooter
DISC Type : DC

Chief Financial Officer at Goodwill Industries International

Washington DC-Baltimore Area, United States

Overview

Catalina has no verified overview

Personality Overview

Rigorous & Demanding

Precise But Practical

Fast But Analytical

They put a lot of effort into ensuring personal success.  They respond well to strong and respectful communication. They prefer to move quickly, and expect the same from others.

Topics They Care About

Catalina has no verified topics they care about

Media Appearances

Catalina has no verified media appearances

Work History

4-2022
Chief Financial Officer at Goodwill Industries International
10-2015 - 3-2022
Vice President, Budget Strategies & Cash Treasury Management Services at United Way Worldwide
4-2008 - 10-2015
Executive Director / Chief Program Officer / Chief Financial Officer at The International Center
6-2006 - 3-2008
Cash Management Analyst, Sr. Accountant – Risk Management Finance at Marriott International
11-2004 - 5-2006
Finance Associate – The LINKAGES Project at AED

Education

2003 - 2006
Master’s Degree from The Johns Hopkins University - Carey Business School
2001 - 2002
Certificate Program in Economic Policy and International Business and Trade from American University

More Information

Social Presence :

Prographics :

Exp : 23 Location : Washington DC-Baltimore Area, United States Job Level : Leadership Designation : Chief Financial Officer at Goodwill Industries International
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Insights For Selling To Catalina

During A Call Or A Meeting

DO's

  • Get to the point quickly instead of spending time doing small talk
  • Use phrases like ‘it’s your decision’, ‘strategic impact’ etc.
  • When negotiating terms, help them build an impression that they are the ones calling the shots

DONT's

  • Avoid being a storyteller and don’t try to oversell
  • Don’t be in a rush to invite them for a social meet and greet
  • Don’t take too much time in sending them information if they ask for any

When Cold Calling

When Writing An Email

While Negotiating & Closing

    The secret to closing fast with Catalina is

  • Confidence in impact is paramount to them, followed by a sense of achievement and ROI.
  • Will you ever get a clear answer from Catalina

  • If they decide not to go ahead, they will say no without hesitation.

Insights For Deal Planning

    How fast (or slow) will Catalina move?

  • If convinced, they can reach decisions quite fast.
  • Can Catalina take some risk or not?

  • They do not shy away from taking risks, but can be quite binary about them.

You And Catalina

Personality Compatibility


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