When Marisela Montoya, EdD walks through the doors of the South Los Angeles Health Projects office each morning, she often takes a quiet moment to reflect. “It still feels like a dream,” she says. “That a young teen mom who once didn’t know where to turn could now be leading a successful WIC agency—it’s something I don’t take for granted.”
Marisela’s path to leadership has been anything but conventional. Born in Mexico, she immigrated to West Los Angeles with her mother and two siblings at age four to join her father. Growing up in an immigrant family, she recalls the challenges of navigating a new culture and language. I loved reading, but at school, I was not allowed to read aloud like other students. I really enjoyed books by E. B. White, Roald Dahl, and Beverly Cleary.
“I became a mom at fifteen,” she says. “I didn’t know about WIC then.” Having access to WIC’s education, guidance, and resources, such as TLI’s Women, Children, and Infants (WIC) Program, could’ve supported her as a young mother. Marisela’s experience as a young mother shaped her passion for ensuring other mothers have access to nutrition education and breastfeeding support.
Discovering Her Calling Through Education
Marisela attended Santa Monica College without a clear plan, but with a hunger to learn. “No one in my family had gone to college,” she recalls. “I didn’t have the guidance to navigate higher education.”
A psychology class called Mind and Metabolism changed everything. “My professor shared that his daughter had been misdiagnosed with schizophrenia, only to learn she had a wheat allergy. That moment changed everything for me—I thought, That’s it. I want to study nutrition.“
She earned her undergraduate degree in Dietetics and Food Administration from California State University, Long Beach. During a community nutrition course, a guest speaker from the Orange County WIC program opened her eyes to a new possibility. “After learning about the program and how education is what sets WIC apart, I told myself, that’s where I want to work.”
Soon after graduating, she began her career with the City of Long Beach Department of Public Health’s WIC program—laying the foundation for Marisela’s lifelong service in maternal and child health.
Building Expertise and Giving Back
While working full-time, Marisela pursued a master’s degree in Family and Consumer Sciences with an emphasis in Education. Her thesis on breastfeeding decision-making won Thesis of the Year, and she earned a USDA grant to become a certified lactation consultant through UC San Diego—a credential she still holds two decades later.
“Once I understood breastfeeding, I could help other mothers return to work or school while continuing to nurse. That became very personal for me,” she says.
Balancing work, education, and family was never easy. Marisela juggled graduate studies, internships, and a full-time job while raising her three sons. Later, she earned a doctorate in Organizational Leadership. “I wanted to understand leadership better and learn the conceptual skills needed to manage an organization effectively,” she says. “I also wanted to show my team that growth doesn’t stop—no matter where you are in life.”
Leading with Vision and Heart
Today, Marisela leads a team dedicated to providing nutrition education, breastfeeding support, and family resources to thousands of families across South Los Angeles. Her leadership is rooted in empathy and empowerment. “Leadership is about helping people see what they’re capable of—often before they see it themselves.”
Under her direction, the WIC team has restructured for greater efficiency and inclusivity. She also created a career pathway for degree-holding nutrition assistants, welcoming individuals with backgrounds in molecular biology, psychology, and related fields. “Our communities are full of talent and drive,” she says. “By opening doors and supporting continued education, we’re helping people build their own foundation for success.”
Innovation That Serves Families
Marisela’s leadership is as visionary as it is compassionate. One of her proudest accomplishments is introducing “Linda,” a first-of-its-kind AI-powered virtual assistant designed specifically for Lundquist WIC participants.
“We’re the first WIC program in the nation to do this,” she says. “Linda can answer common questions and guide parents through educational resources 24/7—all in English, Spanish, and Russian, with 18 more languages that we serve coming soon.”
Presented at the National WIC Association Conference, the initiative highlights her belief that innovation and empathy must go hand in hand. “Technology can make access easier,” she notes, “but empathy and connection remain at the heart of what we do.”
That same commitment to inclusion inspired her to expand American Sign Language interpretation across all sites. “Every site now has an iPad for live interpretation,” she says. “Communication is care.”
A Legacy of Empowerment
Marisela credits her mother for instilling perseverance, her three children and grandchildren for inspiring her, and her husband for being her unwavering supporter. “He’s been there every step of the way—through every class, every degree, every late night,” she says. “He really empowered me to fly.”
Her leadership and dedication have not gone unnoticed. Marisela was honored by the Los Angeles County Commission for Women as a Woman of the Year and recognized by the California Department of Public Health’s Women, Infants, and Children Division as the inaugural WIC Director of the Year. These distinctions celebrate her visionary leadership, the strong culture she has cultivated within her team, and her steadfast commitment to serving families across South Los Angeles.
Despite her accomplishments, Montoya remains grounded in her purpose. “People still don’t always know what WIC is,” she says. “That’s why it’s so important to keep our doors open, to have a presence in the community. People can’t access what they don’t know exists.”
Advice to the Next Generation
When asked what advice she gives to emerging professionals, Marisela doesn’t hesitate. “Don’t wait for someone else to hand you opportunities. Seek them. Build your skills. Go after the education and experiences that will prepare you for the life you want.”
She also reminds her team—and herself— of the importance of self-care. A lifelong athlete, Marisela ran cross-country for 30 years and now practices Pilates six days a week. “Physical activity keeps me grounded,” she says. “It’s how I manage stress, stay focused, and maintain energy. It’s part of my lifestyle.”
Reflecting on her journey, she smiles softly. “If I could tell my younger self one thing, it would be: You can do it; dreams do come true. Even when it’s hard, even when you doubt yourself, you can.”
Now leading one of the most innovative WIC agencies in the nation, Marisela Montoya’s story stands as a testament to perseverance and the power of believing in others. “I look at the people we serve,” she says, “and I see myself. That’s why I’m here.”