Lia Cortes Wants to Inspire First-Generation Latinas in Tech

Lia Cortes works in strategic sales and is an MBA candidate at San Jose State University. A first-generation Mexican American, Cortes has been working in tech for two years, most recently at VMware (after a decade in sales, operations, and consulting). She is a mentor to other Latinas looking to break into the tech industry, and is also a content creator on TikTok, where she provides advice on personal finance and breaking into tech.

As part of our Tech Chingonas package, Cortes shares what a typical workday looks like, what she thinks of the disparities in the tech industry, and the hobbies she does to keep her work-life balance in check. Get to know her below.

What inspired you to get into tech?
Growing up as a first-generation Latina in the heart of Silicon Valley, I was surrounded by innovation and technology. However, I noticed a significant lack of representation of Latinas in the tech industry. This disparity inspired me to pursue a career in tech to not only challenge myself in a dynamic and rapidly evolving field but also to pave the way for others from similar backgrounds. I wanted to break barriers and create opportunities for other first-generation Latine individuals to see themselves in tech roles, contributing to a more diverse and inclusive industry.

Witnessing the transformative power of technology and its potential to drive positive change in our communities further fueled my passion and commitment to this field. By sharing my experiences and journey, I hope to inspire and empower others to pursue careers in tech.

What does a typical workday look like for you?
A typical day for me is dynamic and fulfilling, as I juggle multiple roles and responsibilities. As an MBA candidate, I start my day early with coursework, diving into subjects like strategic management and finance, which are crucial for my growth in tech sales. After my classes, I dedicate time to my mentorship with Latinas in Tech, providing guidance and support to those looking to break into the tech industry.

In the afternoons, I focus on staying updated with the latest trends and developments in tech sales; I read industry reports, attend webinars, and network. I also create content for my TikTok channel, where I share tips on financial literacy, breaking into tech, and higher education.

Throughout the day, I balance these activities with personal development and self-care, ensuring I stay motivated and energized. My evenings are often spent reviewing my progress, setting goals for the next day, and connecting with my mentors and peers for feedback and support.

How did your parents feel about you pursuing a career in tech?
My parents are incredibly proud of my achievements, even though they don’t fully understand what I do in the tech industry. Coming from a family of Mexican immigrants, where my dad didn’t get past sixth grade and my mom didn’t finish high school, my pursuit of higher education and a career in tech has been a significant milestone. They know firsthand the challenges and barriers I’ve faced and have seen the dedication and passion I bring to my work. Their pride in my accomplishments is a testament to the hard work and perseverance it took to beat the odds and succeed in a field that is often unfamiliar to them. Despite the complexity of my career, their support and belief in my abilities have been a constant source of motivation and inspiration.

What’s your most used app?
TikTok is my favorite app because it opened up a door to joining a community of people who share similar experiences as a low-income, first-generation Latina pursuing higher education and a tech career. Through TikTok, I’ve connected with young first-gen students, graduates, and people wanting to transition into tech who seek my advice and listen to my story. This platform has allowed me to offer guidance, share resources, and provide encouragement. The connections I’ve made and the impact I’ve had on others’ journeys have been incredibly fulfilling, reinforcing the importance of community and shared experiences in overcoming challenges and achieving success.

What do you always make time for because it makes you feel good?
I always make time for family; it is a top priority for me. Spending time with my familia helps me stay grounded.

What’s the most interesting thing you’ve experienced being a Latina working in tech?
I never anticipated the high level of disparity for Latinas in tech. Seeing the significant underrepresentation firsthand has been eye-opening and, at times, disheartening. However, being part of the movement to pave the way for others is incredibly rewarding. This fuels my commitment to mentoring and sharing my journey as a Latina in tech. By being open about my experiences, I hope to inspire and empower other Latinas to break into the tech industry.

How do you prioritize work-life balance?
I collect rare and uncommon houseplants; it’s a hobby that brings me joy and relaxation. Tending to my plants helps me unwind after a long week of work and studying.

Johanna Ferreira is the content director for PS Juntos. With more than 10 years of experience, Johanna focuses on how intersectional identities are a central part of Latine culture. Previously, she spent close to three years as the deputy editor at HipLatina, and she has freelanced for numerous outlets including Refinery29, Oprah magazine, Allure, InStyle, and Well+Good. She has also moderated and spoken on numerous panels on Latine identity.