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Barbara Matos’ Leadership in DEI Shows the Power of Accessibility
Barbara Matos is a giant within the media arena. Her journey from television executive at CBS Corporation to a prominent DEI consultant and life coach demonstrates an unmatched commitment to self-improvement and unwavering support for fostering inclusive environments.
Barbara’s background is as rich as her professional experience. Born in Queens and raised in Brooklyn, she is one of four siblings, all of whom went to college. Both of her parents are Dominican, and Barbara recalls her mother being especially proud of her achievements, guiding her to chase success early on. Her mother, who took psychology courses at Hostos College, managed to balance her own ambitions with supporting her children’s education.
As an English major and graduate of St. John’s University, Matos started her career as a paralegal and Office Manager at Mahler & Harris, P.C., a law firm where she worked for over eight years. During her time there, she also became a registered interpreter with the U.S. Department of Justice. This honed her communication, organizational, and leadership skills, laying a strong foundation for her future endeavors.
Transitioning from a law firm to the entertainment industry, Barbara joined CBS in 1995. Her move to CBS marked the beginning of a remarkable 25-year tenure during which she played a pivotal role in developing the Diversity & Inclusion Program. Over her career at CBS, she advanced to Vice President of Diversity and Inclusion, leading initiatives that amplified the representation of underrepresented groups. Barbara worked closely with production teams, industry leaders, and advocacy groups to ensure diverse voices were heard and celebrated, both on and off screen. Her efforts significantly contributed to enhancing outreach and employee engagement, solidifying CBS’s commitment to diversity.
Barbara is also known for her accessibility and willingness to mentor individuals at various stages of their careers. Despite her high-ranking positions and extensive responsibilities, she remains approachable to those who seek her guidance. Barbara has been accessible to actors, writers, filmmakers, and producers who are not yet established, offering them invaluable advice, recommendations, and opportunities they might not otherwise have. Her approachability is a testament to her leadership style, which values respect and equal treatment for all, regardless of their status.
In 2022, Barbara founded Socorro Strategies to extend her expertise to a broader audience. As a consultant, she collaborates with organizations across various industries, helping them design and implement effective DEI strategies. Her approach involves assessing organizational dynamics, collecting data to identify areas for improvement, and developing leadership training programs to promote inclusivity. Barbara’s impact is further amplified through her role as a Certified Life Coach, where she empowers individuals to take control of their lives and careers, make informed decisions, and achieve their goals.
Barbara’s influence extends beyond her consulting and coaching roles. She’s served on several advisory boards, including MediaMKRS, the National Association of Latino Independent Producers (NALIP), TIGHT5, Teatro Circulo, Arts for a Better Tomorrow, Lenox Hill Hospital Women's Health, among others. She is also involved in various volunteer activities, supporting initiatives that foster diversity and inclusion in the creative sector.
Throughout her career, Barbara has been recognized for her contributions to diversity and inclusion, being named one of Diversity Global Magazine’s 2019 Top 15 Champions of Diversity and an Imagen Foundation Powerful and Influential Latinos in Media Honoree for four consecutive years (2016, 2017, 2018, and 2019). Her numerous accolades are a testament of her impact and commitment to driving meaningful change in the media industry.
In an era where DEI efforts are often lampooned, Barbara remains a staunch advocate for their importance. She believes that diversity and inclusion are not just moral imperatives but also key drivers of innovation and organizational success. Barbara’s work exemplifies the tangible benefits of DEI initiatives, showcasing how diverse people and perspectives can lead to more creative and effective solutions. She, more than most, can speak with the utmost authority on the subject.
Growing up as one of four siblings in a Dominican family, how did your upbringing influence your career path and values?
Barbara: My mom wanted a couple of doctors, a lawyer and an accountant. That is all she asked of her four children. I would be the lawyer. As early as age 10, lawyer seemed to be a fitting profession. I was always up for a good argument. I believed I could save the world, and I wanted to. I’ve always had a great desire to help others, to make things better. That remains the common thread in my career journey.
Both my parents were hard workers, as was my stepdad. But it was my mother’s work ethic that really stood out for me. She worked several jobs at a time and insisted on turning in the best quality work possible. She was also incredibly kind and happy to be of service to others. My siblings and I always had what we needed. From very early on I appreciated her, and I thought the only way to show the gratitude I felt for her effort, their efforts, was to succeed. But, more importantly, she believed in us. It was never “you should try your best or you can make it if you try hard enough”. No, my mom simply spoke confidence into us. As a matter of fact, she spoke to us as if it was already understood we would do great things. Never any doubt. That more than anything removed many of the usual obstacles we may have encountered.
As a Junior High School student, a counselor advised us that as soon as we knew what we wanted to do we should begin chasing it. So, I did! As soon as I could begin working, I began to chase the lawyer dream. I’m going to date myself now: in High School, I took secretarial studies, including legal stenography, so I would be able to work in a law firm. Senior year I had my very first job as a legal secretary. It was always very important for me to be prepared for every opportunity I pursued. That was incredibly instrumental as I chased my dream for the next 10 years—working at a second law firm as a paralegal through college and after, doing work in personal injury, family law, and criminal law. It remains instrumental today.
Our parents pour so much into us—even when they don’t have it. That has always been the driving force for me. I want to give back to them in all the ways possible.
Transitioning from a law firm to CBS is quite a shift. What motivated you to make this career change, and how did you navigate it?
Barbara: I spent eight years at Mahler & Harris, P.C., where I was supported and my growth nurtured. I started as a legal assistant, eventually became a paralegal, a registered interpreter with the Department of Justice, and the office Manager. A great deal of learning and preparation was done in those eight years. I had the attorney role secured before I was even in law school. It was an amazing experience that also contributed to my work ethic. I thought I would spend my career there. I think they thought so too. But criminal law is tough, and I eventually realized that maybe it wasn’t the “saving the world” I had envisioned. I began to consider other options. But what would I do? I had chased the dream of being a lawyer for so long that it was all that I knew. As I began to look into different opportunities, I was offered a role in the law department at CBS. Initially I thought, “wait, I'm walking away from law!” But then I realized it’s entertainment law, that maybe it will be different. I agreed to the interview but before it was even scheduled the Vice President of Business Affairs in the International Division at CBS saw my résumé and asked to meet with me. My interview was set with her instead. The interview went well. I was offered the job on the spot. That began my career at CBS. I did international contracts and residual payments. The fact that I was still doing law helped with the transition. I also worked with really awesome people in the international division, which is always such a plus. Occasionally, they would ask for my help on something they were working on, more often than not translating Spanish. I was happy to do it. That exposed me to other areas in television and entertainment and allowed me to connect with different executives at all levels. A win-win.
It was those connections that led to my Diversity role. When the person who had been named to create the Diversity Department began to build their team, one of my international division colleagues highly recommended me for it. I received a call to meet with the newly appointed Senior Vice President. Neither of us were really sure what this was supposed to be. It was 2000, no one knew what it was supposed to be. I was offered the position right away. I was hesitant at first but then it occurred to me, “if no one knows what this is supposed to be then I can’t mess it up.” I accepted the position and immediately got to work building a department. Year after year, the position grew, and so did I. I spent the next 20 years learning a great deal: adding new skills and working with the different divisions on all sorts of projects, as well as engaging with diverse partners and local advocacy groups to enhance outreach. Most importantly, I had the opportunity to work with some truly amazing people along the way and that made all the difference.
Diversity and inclusion efforts often face criticism and resistance. Why do you think DEI is getting attacked, and what do people commonly misunderstand about these initiatives?
Barbara: I started doing diversity 24 years ago, so hearing all of the criticism and resistance as of late is difficult. It’s the work I’ve done for more than half my life—the attack is unfair.
For those of us doing the work dating back to 2000, mainly the television industry, we were tasked with finding the diverse talent that Hollywood always found so elusive. Initially, the networks worked together to devise a plan, one that would truly impact the industry. Ultimately, we agreed on programs for actors, writers, and directors. We aimed to grow the talent pool, deliver that diverse talent to Hollywood, make their jobs a little easier. A great deal of effort was put into those programs. The goal was never to “force unqualified people to be hired” or inundate the industry in any one way. Just one of anything is not diversity. We provided the tools and the access, and the creatives understood they needed to bring the goods. Even as we turned the focus internally and created employee resource groups and other initiatives, the goal was to provide opportunities for networking and shine a light on employees that, though talented, often were overlooked. And that is why the current attacks are so irritating—the assumption that corporations were forced to hire unqualified people is absurd. No one was forced. The truth is that in 2020, as a knee-jerk reaction to the racial tensions at the time, many corporations, rather than doing their due diligence, jumped to fill DEI roles and all roles with people who “visibly” checked a box. They provided little resources, if any, and no support. It was a recipe for failure. And inevitably, when those executives failed, they blamed DEI. The truth is it was the corporations that failed. Rather than identifying DEI executives that had been successfully doing the work, or potential candidates with the necessary knowledge or experience, it was as if there was a collective, “OK, we need to fill these roles—where are all the women and people of color? Even better if it is a woman of color.” That was lazy! And if it went wrong, as a lot of it did, they could simply turn on the effort and blame DEI.
The goal of DEI was to remove the obstacles that hinder people’s growth. That it is now considered so nefarious is sad.
I do not believe any of us are looking for a handout or an easy ride. My community specifically, which is the one I can speak on with authority, is hardworking, intelligent, driven, and highly motivated. Things are not just handed to us, and I don’t believe we would want them if they were. We are a proud group; we want to have earned all of our successes. It is sweeter that way. It goes back to all that our parents sacrificed and gave up so that we could have better. We strive to honor that.
Can you provide examples of the benefits you have witnessed from implementing DEI strategies in organizations?
Barbara: While at CBS, implementing those strategies really helped spotlight incredibly talented individuals that might have been overlooked—to identify rising stars. It opened doors for creatives that had previously been closed. Our programs also provided a platform for individuals to stand out in roles bigger than just their desk job. It was opportunity. The initiatives we spearheaded were vast and covered so much ground. It would require another article to address them all.
Since starting my consulting work, I have had the distinct privilege to do DEI work across various industries such as tourism, media, clean energy, and education. The benefits I have personally witnessed include talented executives being matched with senior executive roles that traditionally had not gone to diverse candidates—matches that have been highly successful. Organizations that turned their culture around have gotten back on track and are currently enjoying great success. Teachers are gaining a better understanding of how to best serve their diverse students. Again, it’s not about giving anyone what they don’t deserve—it is just removing the obstacles that often get in the way of success for some.
As a strategist and life coach, what led you to pursue this path, and what benefits do you see for individuals and organizations in engaging with a strategist and life coach?
Barbara: Strategy and Life Coaching are an extension of the work I’ve done my entire career, which stems from a deep-rooted desire to help and empower others. I have always been passionate about human potential and finding ways to unlock it. Witnessing the transformative power of strategic thinking and personal growth in my own life and in the lives of those around me ignited a drive to pursue this path professionally.
Engaging with a strategist and/or life coach offers countless benefits for both individuals and organizations. For individuals, it offers a personalized approach to overcoming challenges, setting and achieving goals, and realizing their fullest potential. It’s about creating a roadmap to success that aligns with their values and aspirations. Through this journey, they gain clarity, confidence, and a sense of empowerment that transcends various aspects of their lives.
For organizations, working with a strategist and life coach can be a game-changer. It fosters a culture of continuous improvement and innovation, enabling teams to navigate complex problems and rapid changes more effectively. By equipping leaders with the tools to inspire and motivate, we can drive significant organizational transformation. This not only improves performance but also creates a more engaged and committed workforce.
Ultimately, my mission is to create a positive impact. I believe that when individuals are empowered and organizations are strategically aligned, the ripple effects can lead to extraordinary outcomes. It’s incredibly fulfilling to witness the growth and success that emerge from this collaborative journey.
Barbara Matos’s story is a testament to the power of dedication, empathy, and strategic thinking in driving meaningful change. Her work continues to inspire individuals and organizations to embrace diversity, equity, and inclusion, ultimately fostering environments where everyone can thrive.
Barbara’s background is as rich as her professional experience. Born in Queens and raised in Brooklyn, she is one of four siblings, all of whom went to college. Both of her parents are Dominican, and Barbara recalls her mother being especially proud of her achievements, guiding her to chase success early on. Her mother, who took psychology courses at Hostos College, managed to balance her own ambitions with supporting her children’s education.
As an English major and graduate of St. John’s University, Matos started her career as a paralegal and Office Manager at Mahler & Harris, P.C., a law firm where she worked for over eight years. During her time there, she also became a registered interpreter with the U.S. Department of Justice. This honed her communication, organizational, and leadership skills, laying a strong foundation for her future endeavors.
Transitioning from a law firm to the entertainment industry, Barbara joined CBS in 1995. Her move to CBS marked the beginning of a remarkable 25-year tenure during which she played a pivotal role in developing the Diversity & Inclusion Program. Over her career at CBS, she advanced to Vice President of Diversity and Inclusion, leading initiatives that amplified the representation of underrepresented groups. Barbara worked closely with production teams, industry leaders, and advocacy groups to ensure diverse voices were heard and celebrated, both on and off screen. Her efforts significantly contributed to enhancing outreach and employee engagement, solidifying CBS’s commitment to diversity.
Barbara is also known for her accessibility and willingness to mentor individuals at various stages of their careers. Despite her high-ranking positions and extensive responsibilities, she remains approachable to those who seek her guidance. Barbara has been accessible to actors, writers, filmmakers, and producers who are not yet established, offering them invaluable advice, recommendations, and opportunities they might not otherwise have. Her approachability is a testament to her leadership style, which values respect and equal treatment for all, regardless of their status.
In 2022, Barbara founded Socorro Strategies to extend her expertise to a broader audience. As a consultant, she collaborates with organizations across various industries, helping them design and implement effective DEI strategies. Her approach involves assessing organizational dynamics, collecting data to identify areas for improvement, and developing leadership training programs to promote inclusivity. Barbara’s impact is further amplified through her role as a Certified Life Coach, where she empowers individuals to take control of their lives and careers, make informed decisions, and achieve their goals.
Barbara’s influence extends beyond her consulting and coaching roles. She’s served on several advisory boards, including MediaMKRS, the National Association of Latino Independent Producers (NALIP), TIGHT5, Teatro Circulo, Arts for a Better Tomorrow, Lenox Hill Hospital Women's Health, among others. She is also involved in various volunteer activities, supporting initiatives that foster diversity and inclusion in the creative sector.
Throughout her career, Barbara has been recognized for her contributions to diversity and inclusion, being named one of Diversity Global Magazine’s 2019 Top 15 Champions of Diversity and an Imagen Foundation Powerful and Influential Latinos in Media Honoree for four consecutive years (2016, 2017, 2018, and 2019). Her numerous accolades are a testament of her impact and commitment to driving meaningful change in the media industry.
In an era where DEI efforts are often lampooned, Barbara remains a staunch advocate for their importance. She believes that diversity and inclusion are not just moral imperatives but also key drivers of innovation and organizational success. Barbara’s work exemplifies the tangible benefits of DEI initiatives, showcasing how diverse people and perspectives can lead to more creative and effective solutions. She, more than most, can speak with the utmost authority on the subject.
Growing up as one of four siblings in a Dominican family, how did your upbringing influence your career path and values?
Barbara: My mom wanted a couple of doctors, a lawyer and an accountant. That is all she asked of her four children. I would be the lawyer. As early as age 10, lawyer seemed to be a fitting profession. I was always up for a good argument. I believed I could save the world, and I wanted to. I’ve always had a great desire to help others, to make things better. That remains the common thread in my career journey.
Both my parents were hard workers, as was my stepdad. But it was my mother’s work ethic that really stood out for me. She worked several jobs at a time and insisted on turning in the best quality work possible. She was also incredibly kind and happy to be of service to others. My siblings and I always had what we needed. From very early on I appreciated her, and I thought the only way to show the gratitude I felt for her effort, their efforts, was to succeed. But, more importantly, she believed in us. It was never “you should try your best or you can make it if you try hard enough”. No, my mom simply spoke confidence into us. As a matter of fact, she spoke to us as if it was already understood we would do great things. Never any doubt. That more than anything removed many of the usual obstacles we may have encountered.
As a Junior High School student, a counselor advised us that as soon as we knew what we wanted to do we should begin chasing it. So, I did! As soon as I could begin working, I began to chase the lawyer dream. I’m going to date myself now: in High School, I took secretarial studies, including legal stenography, so I would be able to work in a law firm. Senior year I had my very first job as a legal secretary. It was always very important for me to be prepared for every opportunity I pursued. That was incredibly instrumental as I chased my dream for the next 10 years—working at a second law firm as a paralegal through college and after, doing work in personal injury, family law, and criminal law. It remains instrumental today.
Our parents pour so much into us—even when they don’t have it. That has always been the driving force for me. I want to give back to them in all the ways possible.
Transitioning from a law firm to CBS is quite a shift. What motivated you to make this career change, and how did you navigate it?
Barbara: I spent eight years at Mahler & Harris, P.C., where I was supported and my growth nurtured. I started as a legal assistant, eventually became a paralegal, a registered interpreter with the Department of Justice, and the office Manager. A great deal of learning and preparation was done in those eight years. I had the attorney role secured before I was even in law school. It was an amazing experience that also contributed to my work ethic. I thought I would spend my career there. I think they thought so too. But criminal law is tough, and I eventually realized that maybe it wasn’t the “saving the world” I had envisioned. I began to consider other options. But what would I do? I had chased the dream of being a lawyer for so long that it was all that I knew. As I began to look into different opportunities, I was offered a role in the law department at CBS. Initially I thought, “wait, I'm walking away from law!” But then I realized it’s entertainment law, that maybe it will be different. I agreed to the interview but before it was even scheduled the Vice President of Business Affairs in the International Division at CBS saw my résumé and asked to meet with me. My interview was set with her instead. The interview went well. I was offered the job on the spot. That began my career at CBS. I did international contracts and residual payments. The fact that I was still doing law helped with the transition. I also worked with really awesome people in the international division, which is always such a plus. Occasionally, they would ask for my help on something they were working on, more often than not translating Spanish. I was happy to do it. That exposed me to other areas in television and entertainment and allowed me to connect with different executives at all levels. A win-win.
It was those connections that led to my Diversity role. When the person who had been named to create the Diversity Department began to build their team, one of my international division colleagues highly recommended me for it. I received a call to meet with the newly appointed Senior Vice President. Neither of us were really sure what this was supposed to be. It was 2000, no one knew what it was supposed to be. I was offered the position right away. I was hesitant at first but then it occurred to me, “if no one knows what this is supposed to be then I can’t mess it up.” I accepted the position and immediately got to work building a department. Year after year, the position grew, and so did I. I spent the next 20 years learning a great deal: adding new skills and working with the different divisions on all sorts of projects, as well as engaging with diverse partners and local advocacy groups to enhance outreach. Most importantly, I had the opportunity to work with some truly amazing people along the way and that made all the difference.
Diversity and inclusion efforts often face criticism and resistance. Why do you think DEI is getting attacked, and what do people commonly misunderstand about these initiatives?
Barbara: I started doing diversity 24 years ago, so hearing all of the criticism and resistance as of late is difficult. It’s the work I’ve done for more than half my life—the attack is unfair.
For those of us doing the work dating back to 2000, mainly the television industry, we were tasked with finding the diverse talent that Hollywood always found so elusive. Initially, the networks worked together to devise a plan, one that would truly impact the industry. Ultimately, we agreed on programs for actors, writers, and directors. We aimed to grow the talent pool, deliver that diverse talent to Hollywood, make their jobs a little easier. A great deal of effort was put into those programs. The goal was never to “force unqualified people to be hired” or inundate the industry in any one way. Just one of anything is not diversity. We provided the tools and the access, and the creatives understood they needed to bring the goods. Even as we turned the focus internally and created employee resource groups and other initiatives, the goal was to provide opportunities for networking and shine a light on employees that, though talented, often were overlooked. And that is why the current attacks are so irritating—the assumption that corporations were forced to hire unqualified people is absurd. No one was forced. The truth is that in 2020, as a knee-jerk reaction to the racial tensions at the time, many corporations, rather than doing their due diligence, jumped to fill DEI roles and all roles with people who “visibly” checked a box. They provided little resources, if any, and no support. It was a recipe for failure. And inevitably, when those executives failed, they blamed DEI. The truth is it was the corporations that failed. Rather than identifying DEI executives that had been successfully doing the work, or potential candidates with the necessary knowledge or experience, it was as if there was a collective, “OK, we need to fill these roles—where are all the women and people of color? Even better if it is a woman of color.” That was lazy! And if it went wrong, as a lot of it did, they could simply turn on the effort and blame DEI.
The goal of DEI was to remove the obstacles that hinder people’s growth. That it is now considered so nefarious is sad.
I do not believe any of us are looking for a handout or an easy ride. My community specifically, which is the one I can speak on with authority, is hardworking, intelligent, driven, and highly motivated. Things are not just handed to us, and I don’t believe we would want them if they were. We are a proud group; we want to have earned all of our successes. It is sweeter that way. It goes back to all that our parents sacrificed and gave up so that we could have better. We strive to honor that.
Can you provide examples of the benefits you have witnessed from implementing DEI strategies in organizations?
Barbara: While at CBS, implementing those strategies really helped spotlight incredibly talented individuals that might have been overlooked—to identify rising stars. It opened doors for creatives that had previously been closed. Our programs also provided a platform for individuals to stand out in roles bigger than just their desk job. It was opportunity. The initiatives we spearheaded were vast and covered so much ground. It would require another article to address them all.
Since starting my consulting work, I have had the distinct privilege to do DEI work across various industries such as tourism, media, clean energy, and education. The benefits I have personally witnessed include talented executives being matched with senior executive roles that traditionally had not gone to diverse candidates—matches that have been highly successful. Organizations that turned their culture around have gotten back on track and are currently enjoying great success. Teachers are gaining a better understanding of how to best serve their diverse students. Again, it’s not about giving anyone what they don’t deserve—it is just removing the obstacles that often get in the way of success for some.
As a strategist and life coach, what led you to pursue this path, and what benefits do you see for individuals and organizations in engaging with a strategist and life coach?
Barbara: Strategy and Life Coaching are an extension of the work I’ve done my entire career, which stems from a deep-rooted desire to help and empower others. I have always been passionate about human potential and finding ways to unlock it. Witnessing the transformative power of strategic thinking and personal growth in my own life and in the lives of those around me ignited a drive to pursue this path professionally.
Engaging with a strategist and/or life coach offers countless benefits for both individuals and organizations. For individuals, it offers a personalized approach to overcoming challenges, setting and achieving goals, and realizing their fullest potential. It’s about creating a roadmap to success that aligns with their values and aspirations. Through this journey, they gain clarity, confidence, and a sense of empowerment that transcends various aspects of their lives.
For organizations, working with a strategist and life coach can be a game-changer. It fosters a culture of continuous improvement and innovation, enabling teams to navigate complex problems and rapid changes more effectively. By equipping leaders with the tools to inspire and motivate, we can drive significant organizational transformation. This not only improves performance but also creates a more engaged and committed workforce.
Ultimately, my mission is to create a positive impact. I believe that when individuals are empowered and organizations are strategically aligned, the ripple effects can lead to extraordinary outcomes. It’s incredibly fulfilling to witness the growth and success that emerge from this collaborative journey.
Barbara Matos’s story is a testament to the power of dedication, empathy, and strategic thinking in driving meaningful change. Her work continues to inspire individuals and organizations to embrace diversity, equity, and inclusion, ultimately fostering environments where everyone can thrive.
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