Liliana Reina Serrano’s journey is a masterclass in curiosity, courage, and people-first leadership. Balancing innovation with empathy, and business growth with personal well-being, in this HERpower interview, Liliana shares the lessons, cultural roots, and everyday strategies that keep her grounded while running Catapult Labs.
Bio
Liliana Reina Serrano is the CEO & Co-Founder of Catapult Labs, where she works with her co-founders to build high-quality software solutions in the Atlassian ecosystem and other major marketplaces. With a multidisciplinary background in Finance, Operations, Product Management, and General Management, she helps agile teams collaborate more effectively and deliver continuous value—whether in the cloud or on-premise. Guided by Agile principles, she focuses on creating human-centered tools that make distributed teamwork simpler, smarter, and more connected.
The Conversation
Liliana Reina, thanks for being part of HERpower. Can you tell us about Catapult Labs and your journey into tech?
Liliana Reina: Sure! Catapult Labs builds apps that enhance productivity and collaboration inside major ecosystems like Atlassian, Freshworks, Trello, Monday.com, and Slack.
We focus on making tools that teams actually want to use—apps that feel intuitive, reduce friction, and help people work with more clarity. That’s what making a difference means to us.
As CEO, I guide operations and strategy. But I don’t believe in rigid hierarchy. I work closely with my partners on strategy, product vision, and company culture. We make strategic decisions together as a team.
What helped shape your path to leadership?
Liliana Reina: It was a mix of curiosity and constant learning. I’ve always been someone who wants to understand how things work—not just the task in front of me, but the bigger picture.
I started in finance, but I quickly realized I was more interested in how companies grow, how teams function, and how ideas move from concept to product. Over time, that interest led me into more strategic responsibilities. When Catapult Labs spun off from the company I was originally with, my partners and I decided that I would take on the CEO title, while we collectively guide the company’s strategy as a board.
But it wasn’t just curiosity—it was also learning to ask for help. That’s something I had to grow into. For a long time, I thought I had to figure everything out alone, especially as a woman in tech. I didn’t want to be seen as weak or inexperienced.
Mentorship also played a big role. Having people who were a few steps ahead and willing to share their knowledge—that was key. Mentors helped me see the road ahead, and more importantly, helped me believe I could walk it.
Leadership, to me, comes from exploring your own voice and surrounding yourself with people who believe in you.
How would you describe your leadership style today?
Liliana Reina: I care about the people I work with—not just their work but their well-being. I believe that when people feel safe, heard, and supported, they do their best work.
Early in my career, a CEO once asked me: “Are you happy here?” . That really shaped how I lead today. It showed me that leadership isn’t just about performance metrics—it’s about people feeling seen.
So now, as a leader, I try to bring that same mindset. I ask questions. I listen—really listen. I try to build consensus. I want people to feel safe to speak up. Sometimes that means decisions take longer, but the outcome is stronger because more voices are heard. And I don’t see disagreement as a threat—it’s usually a sign we need to dig deeper.
What’s your experience been like as a woman in tech?
Liliana Reina: I’ve been lucky in many ways; the companies I worked for often had supportive leadership. But challenges aren’t always loud or obvious. Sometimes they come as subtle comments—the offhand remark, the raised eyebrow, the small attitudes that, over time, can make you second-guess yourself.
It takes courage to speak up. And honestly, I didn’t always have it. But I’ve learned that setting boundaries is essential. You have to protect your peace. The consequences of speaking up are usually not as bad as we imagine.
What encourages me is seeing how the younger generation approaches this. They’re more confident. They set limits early. They know their value. And I respect that.
As a CEO and a mother, how do you manage work-life balance?
Liliana Reina: (Smiles) I don’t know if I’ve mastered it, but I’ve learned a few things.
First, you have to accept that there’s no such thing as perfect balance. It’s a cycle. Some days it leans more toward work, other days toward family. And that’s okay.
I block time for both. I prioritize my family time just as much as any meeting. Work never ends—there’s always more to do. You can work 24/7 and still not finish everything. But your peace, health, and loved ones are non-negotiable.
Parenthood brings a huge emotional shift. One day you’re with your baby 24/7. The next day you’re expected to jump into meetings and be productive. It’s a big shift.
That’s when you need community. Other parents who understand. Colleagues who get it.
Where I’m from—Hermosillo, in Sonora—it’s a smaller city, and that makes a difference. Life doesn’t move as fast as, for example, in Mexico City, and that also helps.
What advice would you give to women who are just starting out in tech or leadership?
Liliana Reina: Don’t be afraid to take up space.
Don’t wait to be perfect. You don’t need all the answers.
Ask for help. Be confident. Say what you think. Set boundaries.
And if something doesn’t feel right—trust yourself. Your peace of mind is worth protecting.
We love asking this next one—what’s something from your culture that you’d love more people to know about?
Liliana Reina: The food, of course!
I’m from northern Mexico, and we take pride in our cuisine. Especially the carne asada tacos—they’re famous. Also, seafood. Our region has some of the best.
Some of the top steakhouses and taco places in Mexico started in our region and then expanded to Mexico City and beyond. That says a lot about the quality.
But it’s not just the food—it’s the spirit. And Hermosillo has this mix of northern warmth and strong values. People work hard but also know how to enjoy life.
Thank you, Liliana Reina! It’s been a pleasure getting to know you.
Connect with Liliana Reina
If you wish to connect with Liliana Reina and learn more, seek advice, or share similar experiences, feel free to reach out to her via LinkedIn.
