About Catalina
Hi, I’m Catalina Fríes (pronounced ‘free-ez’). I am a Hudson Institute Certified and ICF Certified Professional Executive Coach and Learning & Development consultant. I have nearly 14 years of professional experience working in Leadership and Learning & Development in the tech sector in North America and Europe, having worked at large organizations like Facebook as well as small early-stage startups. Most recently, I was the Head of Learning & Development at Cash App where I built the Learning & Development department and team from the ground up and leveraged my coaching skills as a leader and people manager.
I am a Certified Executive Coach through the prestigious Hudson Institute of Coaching and I am accredited through the International Coaching Federation. I have worked with leaders within and outside of tech, including executives at Series C startups, newly promoted and high performing leaders at FAANG-organizations, entrepreneurs, and more. As a coach, I’m known for my sharp intuition, strengths-based approach to development, and my creative curiosity that evokes deeper awareness and inspires meaningful change in my clients.
I live in San Francisco, CA with my husband, daughter, and two cats. Outside of coaching, I’m a dancer, photographer, and yogini.
What People Are Saying
“I had an incredible coaching experience with Catalina. What I love is that her approach plays into my strengths and leadership style and helped me uncover a strategy for my development that I had never considered before. I'm grateful for her wisdom and for anyone looking for an executive or leadership coach, I highly recommend Catalina Fríes. ”
— Alan P.
Tech CEO
“Catalina is an amazing coach who works closely to understand your natural strengths and help you get closer to your goals by constantly pushing you to dig deeper and find the answer within. I can't thank you enough for all the help!!”
— Shuchi M.
VP at Series C Startup
“Catalina has a tremendous skill to look deeper into issues and really bring out what the crux of the matter is. She is warm and thoughtful, she makes it very easy to be open. Catalina helped me on many issues, allowing me to come to a new understanding of what I was dealing with, and to craft new actions and solutions.”
— Craig G.
VP at HSBC Bank
“I had the fortune of working with Catalina and... wow! Her insightful and supportive questions helped me clarify what I needed to focus on. I laughed. I cried (seriously). I left our work feeling ready to move forward in ways I had absolutely not expected. ”
— Gary P.
Creative Director
“Catalina has a remarkable ability to break through the clutter and chaos to uncover the heart of any challenge. Having both observed and personally benefited from her coaching, I can attest to the transformative power of her guidance. Her approach is equally incisive as it is empathetic which makes you feel both heard and supported.”
— Alysson G.
Senior HR Manager
“Each session with Catalina leaves me feeling like I've taken another step forward. Her positivity and professionalism create a comfortable environment when discussing stressful subjects, even as her insightful questions surprise and offer a fresh perspective to draw from throughout the week. If you feel stuck, I highly recommend Catalina.”
— William S.
Trade Deputy
“Catalina helped me assess my situation from multiple angles, learn how to lean into intuition and the most joyful and creative parts of my identity in moments of challenge, and rebuild my relationship with my career so that I finally feel proud of where I am professionally and personally.”
— Serena C.
Data Strategy Consultant
“I highly recommend Catalina Fries as an invaluable resource in navigating professional transitions. Catalina's years of experience in L&D and her natural listening acumen has led me on a path towards confidently pursuing the career of my dreams. My time with Catalina is both clarifying and confidence boosting. She is the best listener I have ever worked with.”