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Rocío Van Nierop is smashing barriers in the tech world, one line of code at a time. As the visionary cofounder and CEO of Latinas in Tech (LiT), this trailblazing Mexican American is on an unstoppable mission to uplift and empower thousands of Latinas, helping them shatter the stubborn silicon ceiling.
Her passion for technology ignited at a young age when her father, a researcher at a local university in the San Francisco Bay Area, brought home a modem in 1996. “In my teens, I started digging into code, learned HTML, and created my first website,” Van Nierop recalls.
That early spark fueled a fifteen-year career journey dedicated to the tech sphere. She was most recently the director of product marketing at Prezi, a global video and visual communications software company.
Driving Diversity and Innovation
But Van Nierop recognized a glaring lack of Latina representation in the field she loved. Her solution? Launching a groundbreaking nonprofit to open doors long shut, LiT.
I’m changing the tech industry from within by fostering a community of support and empowerment.
—Rocío Van Nierop, CEO and cofounder, Latinas in Tech
“It’s crucial to create opportunities for Latinas in the tech industry to address the lack of representation and tap into a pool of talent that has been historically overlooked,” she says. “When people from different backgrounds come together, they bring forth unique perspectives and ideas, leading to more creative solutions and products that cater to a broader audience.”
The Rise of a Powerful Comunidad
In 2014, Van Nierop and LiT cofounder Gretel Perera assembled a tiny group of four Latina techies seeking community. “That group turned into eight, then sixteen, and before we knew it, we had over a thousand,” Van Nierop recounts. “We realized there was an urgent need for Latinas in tech to share stories and learn from each other’s experiences.”
From those humble beginnings, LiT has exploded into a 33,000-member powerhouse spanning two hundred top companies globally. Membership increased by 25 percent since 2021, too.
We’re changing the lives of thousands of Latinas and their families by creating generational wealth.
—Rocío Van Nierop, CEO and cofounder, Latinas in Tech
Its impact is tangible: “We’ve seen members advance in their careers, secure leadership positions, and become advocates for diversity, equity, and inclusion (DEI) in their companies and communities,” Van Nierop says.
Overcoming Ingrained Stereotypes
Yet the path hasn’t been easy. Van Nierop confronted self-doubt as someone who didn’t attend a US university and lacked English as a first language. However, she’s leveraged innate Latino traits to persevere: “I’ve capitalized on traits inherent to our culture: creativity, ingenuity, and the will to make things work.” She credits her Latin heritage for providing her with a strong sense of resilience, which led to her career success.
Photo by Rafaella Pedroso
Indeed, data reveals Latinas in tech face systemic headwinds. Despite most boasting over six years of experience, 59 percent remain stuck in entry-level roles while a mere 3 percent ascend to the executive ranks, according to data from the 2022 LiT Member Report. Worse, 77 percent of the Latinas surveyed said they haven’t received a promotion, stymied by pernicious stereotypes that Latinas lack technical prowess and leadership potential.
“These stereotypes limit career advancement and contribute to a lack of visibility and recognition within the industry,” Van Nierop laments.
Through LiT’s mentorship programs, in-person and virtual networking events, and advocacy efforts, Van Nierop cultivates an inclusive and equitable ecosystem where Latinas can thrive.
“I’m changing the tech industry from within by fostering a community of support and empowerment. We’re changing the lives of thousands of Latinas and their families by creating generational wealth.”
A Brilliant Future for Latina Innovators
Her trailblazing efforts earned Van Nierop the prestigious 2022 United Nations USA Women Rise and Raise Others Award for innovation. “Being awarded by the UN was a humbling and validating experience. It reinforced the importance of our work at LiT and motivated me to continue pushing boundaries and advocating for change,” Van Nierop reflects.
Looking ahead, Van Nierop manifests an industry transformation: “I envision a future where Latinas aren’t only represented but also celebrated and empowered as leaders and innovators in tech,” she says.
Her story showcases how resilience, creativity, and cultural pride can shatter even Silicon Valley’s most formidable ceilings. From those first lines of code to this future of boundless possibilities, one thing is certain: Rocío Van Nierop won’t stop until she remakes the tech world as a place where Latinas belong.
