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Career timeline and credentials

Experience

In addition to my bachelor's degree in Chemical Engineering, I have developed skills in experience architecture, enterprise account management, and product and operations throughout my professional career. Each figure below is stated with the role and the dates it belongs to.

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Qualtrics · Mexico City · Mar 2023 to present

Technical Success Manager

Jun 2025 to present

  • Experience architecture. I translate a business problem such as attrition, a weak customer experience program, or low adoption into a working design inside CustomerXM, EmployeeXM, Digital CX, and Text iQ, and build role-based dashboards for managers and executives.
  • Integrations and adoption. I integrate Qualtrics with the systems clients already operate on, including SAP, Salesforce, and their HRIS, and own the adoption plans that keep the program in use after launch.
  • Portfolio and renewals. I own an $8.7M portfolio of enterprise accounts across Latin America. Against the 2025 objectives I met the renewal target in full, reached 97% of the consumption target and 85% of the platform maturity target, and identified upsell and cross-sell opportunities across Digital CX and the AI modules.
  • Account recovery. I led the recovery plan for LATAM accounts whose relationship with Qualtrics had deteriorated. Every one of those relationships was restored, 85% of the most difficult accounts reached a documented healthy status, and every strategic business review I delivered to a top-tier client closed with an adoption or expansion commitment.
  • Executive client sessions. As part of the role I facilitate onsite working sessions with senior leadership at client organisations across Latin America: a programme in Lima with the region's largest accounts to redesign customer journeys, and an AI strategy session in Colombia rated 4.5 out of 5 by participants, after which I enabled the entire local account team on the AI roadmap. At XM Day Mexico City I worked with more than 45 strategic clients; every account that attended the deep dive sessions renewed.
  • Product enablement. Delivered four Stats iQ sessions to strategic accounts and raised advanced analytics usage among the clients who attended them.

Customer Success Associate, Customer Operations

Apr 2024 to Jun 2025

  • Supported a book of accounts worth more than $40M in annual contract value. Automation work halved SLA violations, meaning cases resolved later than the response time committed to the client, and raised CSAT to 4.7 out of 5, with full billing compliance.
  • Used Salesforce, Amplitude, and NetSuite to reduce escalations by 95% and resolve more than 90% of cases within 48 hours.

Product Specialist

Mar 2023 to Apr 2024

  • Delivered support in English and Spanish around the clock at 97% CSAT, and resolved more than 95% of critical bugs alongside engineering.
  • Team lead for CXD across four product areas.

Entrepreneurship

Co-Founder, SOREIA

Mexico City · Feb 2026 to present

  • Mexican home fragrance brand specialising in hand-poured candles and hand-blown diffusers, founded with Aline Chamlati.
  • Took the brand from concept to market in five months. Drop 01 launched in July 2026 with three scents, Afterglow, Steep, and Drift, produced with vegetable wax blends and high-concentration fragrance oils.
  • In addition to product development, I built the business plan and financial model that support and guide our growth: bill of materials per format, net margin by SKU and by channel, and pricing validated against both wholesale and direct sales.
  • Responsible for brand identity, product design, artisan sourcing including hand-blown glass produced in Mexico City, direct-to-consumer sales, and social media. Read more about SOREIA

Earlier experience

Purchasing and Logistics Lead, Bee Bags

State of Mexico · Nov 2022 to Mar 2023

  • Cut procurement costs by more than 5% and delivery delays by 30%.
  • Took ISO 9001:2015 and SMETA certifications from start to finish in four months.

Product Owner and Product Marketing Intern, Kavak

Mexico City · May 2022 to Nov 2022

  • Improved the Maintenance and Warranty product. Fixed more than 10 critical bugs, cut customer drop-off by 25%, and shortened delivery cycles by 20% by getting UX and engineering aligned.
  • Ran more than 18 user interviews to inform the product roadmap.

Marketing Intern, Red Bull

Mexico City · May 2021 to May 2022

  • Executed more than 8 brand activations and managed logistics for 8 elite athletes and more than 20 artists.
  • Point of contact for more than 6 key sponsors across the Showroom, F1 Paddock, and Battle of the Roosters.

Leadership and community

Q&Able, Co-Chair and CDMX Lead

Qualtrics Employee Resource Group · 2025 to present

I was selected as co-chair to lead accessibility work across the Qualtrics office in Mexico City, supporting colleagues with disabilities and turning inclusion commitments into changes people can actually use.

Education

Universidad Iberoamericana

B.Sc. Chemical Engineering

Mexico City · Aug 2018 to Dec 2022

Annette Serio Haddad at her chemical engineering graduation from Universidad Iberoamericana

Certifications

Credentials and professional development

Further reading on my LinkedIn profile.

01

Qualtrics Certified Expert

CoreXM · CustomerXM · EmployeeXM · XM Essentials

02

ISO 9001:2015 and SMETA

Led both certification processes at Bee Bags, completed in four months.

03

Cambridge English Language Assessment

University of Cambridge, English language proficiency.

04

IELTS

International English Language Testing System certification.

05

Oratory and presentation training

Centro Libanés, Mexico City.

06

Microsoft Office Specialist

Microsoft Corporation, professional productivity certification.

07

Applied AI for analysis and reporting

Completed 2026. Using AI tools to speed up client analysis and reporting.

Annette Serio Haddad receiving her oratory diploma from Centro Libanes

In practice

Communication, applied

The oratory training at Centro Libanés sharpened a skill I use most weeks: presenting technical strategy to enterprise stakeholders and facilitating working sessions with senior client leadership across Latin America, in Spanish and in English.

Languages

Languages

Two languages I work in professionally, and two I am currently studying.

Professional working proficiency

Spanish (native) English (C1/C2, Cambridge and IELTS certified)

I work, present, and lead client sessions in both languages.

In progress

Portuguese (A1) French (A1)

I began studying Portuguese because part of my portfolio operates exclusively in that language. I currently handle written client communication in Portuguese and am working towards leading meetings unassisted. French is a personal interest.

Looking for someone who covers both the technical and the commercial side?

I am open to roles in customer experience and beyond, in Mexico and internationally.

Start a conversation → Download CV (PDF)

In English or Spanish.