In a business world saturated with noise, very few leaders manage to combine strategy, communication, human connection, and execution with the same precision as Catalina Sánchez Tobón.
With more than 15 years of experience spanning journalism, corporate leadership, entrepreneurship, and strategic communications, Catalina has emerged as one of the rising voices redefining how companies across Latin America grow, position themselves, and expand internationally.
From Journalism to Strategic Leadership
Before becoming a strategist and entrepreneur, Catalina spent seven years as a journalist and television presenter for one of Colombia’s most influential regional television networks.
That experience sharpened her understanding of storytelling, audience perception, public narrative, and emotional connection, skills that would later become foundational to her business philosophy.
Her career also led her to work within organizations of major social and economic impact, including Hospital San Vicente Fundación, the local government of Medellín, and a fast-growing real estate startup.
Each experience gave her a deeper understanding of how organizations build culture, trust, reputation, and long-term relevance.
The Turning Point That Changed Everything
After the passing of her mother, Catalina made a decision that would redefine both her professional and personal path.
Instead of continuing her rise through the corporate world, where she was positioned to eventually become president of the company she worked for, she chose entrepreneurship during one of the most difficult moments of her life.
She returned to her mother’s legacy: Opción Hoy.
For 26 years, Opción Hoy had been recognized as one of Colombia’s most important media platforms focused on culture, entertainment, and tourism.
Catalina transformed that legacy into something entirely new: a strategic communications and business consulting firm designed to help organizations think beyond operations and focus on scalable vision.
Building Opción Hoy Into a Strategic Growth Firm
Under her leadership, Opción Hoy evolved into a company that now supports organizations across Colombia and Latin America in growth, positioning, expansion, and business transformation.
The firm integrates strategic thinking, marketing, communications, networking, and measurable execution through indicators and scalable methodologies.
From capital-raising initiatives and high-level business connections to market positioning and international expansion, Catalina and her team have built a reputation for transforming uncertainty into strategic clarity.
Today, Opción Hoy leads projects in the United States, particularly in Miami, and recently expanded operations into the Dominican Republic.
Leadership, Personal Branding, and Human-Centered Growth
One of Catalina’s strongest beliefs is that extraordinary companies are built by extraordinary human beings.
That philosophy inspired one of the most impactful divisions within Opción Hoy: personal branding and executive positioning.
Catalina works closely with entrepreneurs, executives, and industry leaders to help them build visibility, strategic reputation, leadership presence, and authentic narratives.
Her philosophy is clear:
“Organizations eventually resemble the leaders who run them.”
High-Impact Collaborations and Industry Influence
Among her most notable achievements is her strategic work for INALDE Business School alongside the team of internationally recognized author and speaker Marian Rojas Estapé.
She has also collaborated with Dr. María Alejandra Ruiz, founder of one of Florida’s leading mental health clinics, helping strengthen strategic communication and audience positioning initiatives.
Another defining milestone was her participation in the Medellín and Antioquia Art & Culture Biennial, a historic event that returned after more than 40 years.
Beyond Consulting: Entrepreneurship and Expansion
Beyond Opción Hoy, Catalina is also a partner in a Fintech company focused on digital nomads and an ethical Colombian fashion brand with operations in Colombia and the United States.
Her entrepreneurial experience has also positioned her as a speaker and educator in leadership, scalability, and business growth.
Together with her business partner Mónica Agudelo, she created the conference:
“The Conviction: The Difference Between the Possible and the Impossible.”
A powerful experience blending humor, real-life lessons, business methodologies, and insights from internationalizing a Colombian company.
Building the Future With Strategy and Purpose
Perhaps the most powerful part of Catalina Sánchez Tobón’s story is this:
She went from telling stories… to building companies measured by results.
Today, Catalina believes businesses no longer need visibility alone. They need strategic direction, powerful narratives, measurable execution, and the right connections to grow intelligently, sustainably, and humanely.
And in a region where many organizations are still learning how to think globally without losing their purpose, Catalina is helping build that future, one strategic decision at a time.
By Latino System
