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Career timeline and credentials

Experience

A path built across product, operations, and strategy, backed by a B.Sc. in Chemical Engineering and ongoing certification.

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Qualtrics · Mexico City · Mar 2023 to present

Technical Success Manager

Jun 2025 to present

  • XM architecture. I take a business problem such as attrition, a weak CX program, or slow adoption, and work out what it looks like inside CustomerXM, EmployeeXM, Digital CX, and Text iQ. Then I design role-based dashboards for managers and executives.
  • Integrations and adoption. I connect Qualtrics to the systems clients already run on, including SAP, Salesforce, and their HRIS, and own the adoption plans that keep the program in use after launch.
  • Expansion and renewals. I find upsell and cross-sell openings across Digital CX and the AI modules, and defend renewals with evidence of what the platform changed.
  • Executive workshops. I run onsite sessions with senior leadership across Latin America, including a trip to Lima with the region's largest accounts to redesign journeys and raise XM maturity.

Customer Success Associate, Customer Operations

Apr 2024 to Jun 2025

  • Managed a portfolio above $40M. Automation work cut SLA violations by half and lifted 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, launched Jul 2026

  • Home fragrance brand made entirely in Mexico, co-founded with Aline Chamlati.
  • Took the brand from concept to launch in five months. Drop 01 went on sale in July 2026 with three scents, Afterglow, Steep, and Drift, hand-poured using vegetable wax blends and high-concentration fragrance oils.
  • Built the costing model before launch: bill of materials per format, net margin by SKU and channel, and pricing tested against both wholesale and direct.
  • Own the brand identity, product design, artisan sourcing including hand-blown glass from Mexico City, direct-to-consumer sales, and social. See the full SOREIA story

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

Signed recommendation letters from the Head of Product at Kavak and the CEO of Red Bull Mexico are available on request.

01

ISO 9001:2015 and SMETA

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

02

Cambridge English Language Assessment

University of Cambridge, English language proficiency.

03

IELTS

International English Language Testing System certification.

04

Public speaking and oratory

Centro Libanés, Mexico City. Oratory and presentation training.

05

Microsoft Office Specialist

Microsoft Corporation, professional productivity certification.

06

Applied AI for analysis and reporting

Coursework in progress, 2026. Using AI tools to speed up client analysis and reporting.

Annette Serio Haddad receiving her oratory diploma from Centro Libanes

In practice

Public speaking, put to use

The oratory course at Centro Libanés sharpened something I use most weeks, running executive workshops across Latin America and presenting technical strategy to enterprise stakeholders.

Languages

Languages

Two I work in, and two I am learning.

Professional working level

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

I work, present, and run workshops in both.

Learning

Portuguese (A1, in progress) French (A1)

I started Portuguese because part of my portfolio operates only in Portuguese. I already handle written client communication in it and I am working towards running meetings without support. French is personal.

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

I take on roles in customer experience and beyond, consulting on experience programs, and speaking engagements. Signed recommendation letters from the Head of Product at Kavak and the CEO of Red Bull Mexico are available on request.

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Answered within two business days, in English or Spanish.