Voice of the Month: Felida Villarreal – Leading with Purpose, Power, and Impact
Each month, Women Speak Up will shine a spotlight on a woman whose voice, leadership, and impact are creating real change in her community—and beyond. For May 2025, we are proud to honor Felida Villarreal as our Voice of the Month.
Felida is a dynamic changemaker whose life and leadership reflect the power of purpose-driven action. As President & CEO of the Valley Initiative for Development and Advancement (VIDA), she has dedicated her career to expanding opportunity, dismantling systemic barriers, and uplifting the voices of underserved communities—especially Latinas.
Felida Villarreal is the embodiment of purpose-driven leadership—marked by resilience, vision, and lasting impact. As President & CEO of the Valley Initiative for Development and Advancement (VIDA), a nonprofit rooted in South Texas since 1995, Felida has devoted her career to transforming lives through workforce development and educational opportunity.
At the heart of her leadership is a deep commitment to empowering underserved communities—particularly Latinas—and advancing equity in fields where their voices are still underrepresented.
For Felida, the work is more than professional—it’s personal. A fierce advocate for Latino voices and increased Latina representation in leadership and male-dominated industries, Felida has guided VIDA to become a beacon of hope in the Rio Grande Valley. Under her leadership, VIDA breaks generational cycles of poverty by creating clear, sustainable pathways to living-wage careers.
Felida’s influence extends far beyond VIDA’s walls. One standout achievement: securing a competitive $3 million nursing expansion grant from the U.S. Department of Labor—making VIDA one of just 25 organizations nationwide to receive the award. More than just funding, Felida framed this opportunity as a regional solution, bringing together healthcare providers, colleges, and workforce partners to close critical healthcare gaps and elevate economic mobility across the region.
Her advocacy doesn’t stop there. Felida actively serves on boards and partners with organizations dismantling systemic barriers to success. She champions holistic support—childcare, transportation, professional development—ensuring that participants aren’t just placed in jobs, but fully equipped to thrive in them.
Felida’s leadership is deeply influenced by the women who came before her. Her grandmother, an immigrant from Mexico, worked on a General Motors assembly line—overcoming language barriers and preserving her cultural identity while building a life of purpose. Her mother modeled tireless determination, balancing work and family to ensure educational doors stayed open. These women instilled in Felida the values of authenticity, perseverance, and integrity—principles she now brings to every boardroom, strategy meeting, and community initiative.
By the age of 20, Felida had earned her bachelor’s degree in accounting, followed by a Master’s in Accountancy from the University of Texas – Rio Grande Valley. Now a licensed CPA, she leads VIDA with a sharp, data-informed mindset and a heart grounded in service. Under her guidance, VIDA has expanded its regional footprint, secured multi-million-dollar investments, and launched transformative, community-focused programs.
Felida’s trailblazing work has earned her numerous accolades, including:
Hispanic Executive’s 30 Under 30 – Class of 2024
Leading Latinas of 2025
Hispanic Women Making History Award (2025) – Hispanic Women’s Network of Texas RGV Chapter
Bronze Stevie Award – Female Executive of the Year (Nonprofit/Government, 2022)
Woman on the Rise – Women2Women Magazine
Felida believes that finding your voice is a lifelong journey—rooted not in volume, but in purpose. Her advice:
Start with your “why.” Purpose is your foundation.
Listen deeply. Your voice is stronger when shaped by others’ experiences.
Seek honest mentors. Growth comes from feedback and challenge.
Lead with integrity. Your voice is most powerful when used in service of something greater than yourself.
Being named Voice of the Month is more than recognition for Felida—it’s a platform to continue amplifying the transformational power of education, equity, and Latina leadership.
“Remember that finding your voice isn't about being the loudest in the room. It's about speaking with purpose, integrity, and in service of something larger than yourself,” Felida says.
Through her unwavering dedication to uplifting others, Felida Villarreal is not just a voice for change—she is a catalyst for it.
🔗 Connect with Felida on LinkedIn: Felida Villarreal, CPA
💬 Know someone who deserves to be featured as our next Voice of the Month?
Email us at connectwithus@womenspeakupus.org or fill out our nomination form.
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