Jose Tolosa is a seasoned CEO celebrated for his transformative leadership in globally-minded, creative-first businesses. With an extensive career marked by pivotal roles, Tolosa’s journey embodies strategic innovation and empathetic leadership. From 2022 to 2025, he served as the Chief Executive Officer at Meow Wolf, a company renowned for its immersive storytelling and innovative approaches to entertainment. During his tenure, Tolosa spearheaded Meow Wolf’s expansion into new markets and digital content, accelerating the company’s growth and solidifying its position in immersive entertainment. Prior to Meow Wolf, he played a critical role in the transformation of Viacom and ViacomCBS, guiding the successful merger integration as Chief Transformation Officer and leading international operations as COO. Tolosa’s academic foundation is rooted in finance and business, holding an MBA from Harvard Business School and a BS from Georgetown University. Beyond his corporate achievements, he contributes to cultural and educational initiatives, notably as Vice Chair of the Board of Ballet Hispánico, reflecting his commitment to diversity and inclusion in leadership.
The following is an interview with Jose Tolosa, where he shares insights from his career, values, and advice for aspiring leaders in dynamic industries.
Early Career and Defining Moments
Can you share a defining moment that shaped your career?
I’ll mention two: Leading transformation efforts at Viacom and then ViacomCBS was a pivotal time for me. I had been at the company for over a decade, but this was a structurally and culturally different moment. I was tasked with helping shift the company toward a new future amid shifting revenue dynamics in the legacy business and evolving industry landscapes. Partnering with the CEO and executive team, we realigned strategy, cut significant costs, and reinvested in growth areas. This transformation modernized operations and was achieved with a people-first approach, which was well received internally.
When Viacom merged with CBS, the scope expanded significantly. Integrating two distinct cultures while crafting a synergy plan and aligning creative and commercial strategies taught me to lead through ambiguity and deliver results without losing people along the way. The personal transition from ViacomCBS to Meow Wolf was another defining chapter. Leaving a corporate role with stability for a creative, high-growth company operating in a very different part of the industry was a leap that returned me to what drives me: building and transforming through complexity.
What is your approach to starting a new project?
Starting a new project is about aligning on vision, ensuring clarity, and building momentum. It’s crucial first to define the what and why; understanding the purpose and what success looks like. Ensuring the right people are assigned to the right tasks and that there is a clear path to achieving goals is essential. Once those elements are in place, building momentum comes from securing quick wins, removing roadblocks, and empowering people to perform their best while maintaining regular follow-ups and support.
Personal and Professional Values
How would you describe your personal and professional values?
Personal and professional values often align for me. Curiosity, authenticity, integrity, empathy, inclusivity, and human connection are core to who I am. I hold myself to a high standard while making sure those around me are supported. In my career, I have always been drawn to transformational moments, helping organizations evolve during change. Collaboration over hierarchy is critical, and I believe in creating space for everyone’s contributions, especially those often unheard. Personally, being present for family, friends, and meaningful relationships is paramount.
What advice would you give your younger self?
I’d tell my younger self that the most uncomfortable moments are where the highest growth occurs. You’re never as good as your best or as bad as your worst. I would emphasize staying positive, being there for others, and maintaining humility. It’s important to look out for others and understand that forks in the road are opportunities. Trust your instincts, don’t dwell on past decisions, and ensure you dedicate time to family and what truly matters.
Leadership and Challenges
What do you believe are the most crucial qualities or skills a leader should possess, and how do you embody these qualities?
Great leadership requires agility, clarity of purpose, resilience, authenticity, and humility. Agility helps in adapting to rapid industry shifts. Clarity of vision and purpose motivates teams, and resilience enables learning from both successes and setbacks. Authenticity and humility foster trust and openness, which are the foundation for effective leadership. These qualities are not static; leaders must continually develop and refine them.
Can you share a specific example of how you helped a colleague or coworker overcome a significant challenge or obstacle?
Alongside my operating responsibilities, as the most senior Latino executive at Viacom and later ViacomCBS, I actively mentored Latino colleagues, often the “firsts” in their families or roles. Many faced internal obstacles like imposter syndrome or self-advocacy challenges. I offered tactical advice and shared my own experiences, illustrating that their challenges were not unique. My goal was to ensure they never felt alone, and supporting others through these challenges has been incredibly meaningful to me.
Expertise and Achievements
What personal or professional achievements are you most proud of?
Professionally, I am most proud of the teams I have built throughout my career and the shared success we have achieved. Witnessing how team members grow and contribute to our accomplishments is incredibly rewarding. I’ve also taken pride in mentoring many of these individuals, a reflection of how others have guided me in the past. Knowing that I’ve made a difference in people’s lives through my leadership and support is a profound source of pride for me.
On a personal level, being present for my family and friends during their times of need is deeply fulfilling. It’s a testament to the values I hold dear: empathy, integrity, and connection, which are as important in my personal life as they are in my professional one.
How do you define success, and what do you believe is the key to achieving it?
Success, to me, is about achieving my goals without compromising my values. It’s about leading by example, helping those around me grow, and maintaining a sense of authenticity and care in every interaction. Being a good father, husband, friend, and a supportive leader to my employees, especially those from minority groups, is paramount. Ultimately, success is about leaving a positive impact on people’s lives and the broader world.
Vision for the Future
What is your vision for the future in your career or industry?
I envision a future where businesses leverage creativity and human insight to drive innovation and inclusivity. My focus will continue to be on transforming challenges into opportunities, building environments where diverse perspectives are valued, and leading with a people-first approach. This vision aims to not only advance industry standards but also foster workplaces that people are proud to be part of.
What advice would you give someone entering your field of work, particularly in defining their professional identity and finding long-term purpose?
I advise staying curious and open to opportunities that will naturally arise. Embrace projects and roles that are challenging and offer help to those around you. Building a reputation as a helper and someone who gets things done will naturally lead to greater responsibilities and titles over time. It’s important to define oneself not by titles but by the impact one has.
Conclusion
In conclusion, Jose Tolosa’s journey is a testament to the power of empathetic leadership and strategic innovation in transforming organizations and developing people. His insights offer valuable lessons for aspiring leaders in navigating both personal and professional terrains with integrity and purpose.
