Project & Product Specialist
Ayoria
Serna
IT · Product · Operations · Business Intelligence
Bridging the gap between creativity and structure — turning ambiguity into systems that scale.
Guadalajara · Mexico
Project & Product Specialist
IT · Product · Operations · Business Intelligence
Bridging the gap between creativity and structure — turning ambiguity into systems that scale.
Guadalajara · Mexico
About
Most project managers ship deliverables. I build the architecture behind them. Across startups, logistics corporations, and tech-driven teams, I've learned that the real product is always the system underneath — the process, the clarity, the structure that lets everything else move.
I started with a technical foundation — Power Platform, Azure, SQL, basic coding — and built upward into product thinking, UX/UI awareness, and operational strategy. What drives me is the moment when a messy, ambiguous problem becomes a clean, scalable system. That translation work is where I live.
I design processes that hold — frameworks that reduce chaos without sacrificing flexibility.
I see the whole before I touch the parts. Business, tech, and people are one interconnected system.
Constraints are prompts. I find elegant, unexpected solutions where others see dead ends.
Teams don't resist bad ideas — they resist change that doesn't speak their language.
Selected Work
A software company needed to list and monetize multiple products on the Microsoft AppSource marketplace — a high-stakes initiative requiring compliance, UX polish, and alignment across commercial, dev, and legal teams.
No defined submission owner, no documented process, and product UIs that didn't meet marketplace standards. Each app carried different compliance requirements with no reusable framework between them.
Led end-to-end product ownership across multiple listings: defined user personas per product, mapped compliance checklists, redesigned critical UX flows, and built a reusable submission methodology that compressed timelines for subsequent apps.
Multiple products published on Microsoft AppSource, each with a compliant listing, refined onboarding UX, and a documented submission playbook — turning a one-off effort into a repeatable internal capability.
Product Preview — Microsoft Marketplace App
A mid-size company was migrating from legacy spreadsheet-based operations to Dynamics 365 during a critical commercial quarter. Business continuity was non-negotiable.
Data inconsistency across departments, high user resistance, undefined process ownership, and a hard go-live deadline with zero buffer.
Mapped all existing processes before touching the system. Built a phased rollout plan, led workshops to translate business language into system configuration, and created a training program that met teams where they were — reducing resistance by quantifying the "before vs after" for each team.
On-time deployment with high data accuracy post-migration, custom dashboards per department, and a change management playbook that became the internal standard for future system rollouts.
High-volume customer interactions were creating an operational bottleneck — the team was spending most of their time on repetitive, predictable queries that didn't require human judgment.
No AI/chatbot infrastructure. Leadership expected a "simple bot," but the actual problem was an unstructured knowledge base and no clear escalation logic — a content and UX problem, not just a technical one.
Rewrote the problem definition: restructured the knowledge base first, then designed the conversation flow as a UX problem. Built on Copilot Studio integrated with Azure Communication Services and Meta Business API — so the bot lived where users already were.
A tiered chatbot with smart escalation, intent routing, and a feedback loop that improved accuracy over time. The support team was freed from repetitive queries and redirected to complex, high-value interactions.
Live Product — Adoption Program Platform (Anyness Learn)
A significant passive income stream within an existing business had never been formalized as a managed area. It ran on inherited habits, undocumented assumptions, and no performance visibility — generating revenue in spite of itself.
Upon taking ownership, multiple loss points were identified: pricing inconsistencies, client churn due to poor follow-up, an uncontrolled client database, and no mechanism to track or improve profitability.
Audited all existing revenue flows and client records. Rebuilt the client database from scratch, implemented structured follow-up protocols, revised the pricing model to reflect actual value delivered, and created dashboards to make performance visible for the first time.
A formalized, managed business area: reduced losses, measurable increase in net utility, improved client satisfaction scores, and full database control. What was passive and leaky became active and profitable.
Capabilities
Oct 2024 — Present
Project Manager (promoted through 3 roles in <12 months)
Joined as an intern and rapidly progressed through increasing responsibility. Each promotion came with a mandate to build something that didn't yet exist.
Intern → Subscriptions & Contracts Coordinator
Identified an unmanaged passive income area with significant loss points. Rebuilt the client database, formalized follow-up protocols, revised pricing, and turned a leaky revenue stream into a profitable, controlled business area.
Business Intelligence & Internal Project Manager
Designed and launched an internal technology adoption program to accelerate tool uptake across teams. Developed the AI-powered chatbot (Copilot Studio + Azure + Meta Business), built BI dashboards, and led multiple cross-functional projects simultaneously.
Project Manager
Leading product and project initiatives across the organization — from Microsoft Marketplace app listings to Dynamics 365 deployments — owning the full delivery cycle from ambiguous brief to working system.
Jul 2023 — Oct 2024
Intern → Key Contributor, Software Administration
Started as an intern and became a key piece in the administration of Navisphere, C.H. Robinson's proprietary logistics software platform. Developed new internal databases and processes that improved operational accuracy and team efficiency. Gained deep exposure to enterprise-scale logistics operations and the systems thinking required to manage them.
Personal Projects & Interests
Things I pursue for curiosity, creativity, and the conviction that great professionals are shaped by what they do outside of work.
Studying how environment shapes expression — in cells, in behavior, in organizations. My research on emotions and their biological correlates earned a silver medal at Código Ciencia 2022, a national science competition. This lens shapes how I think about change management, team dynamics, and why people behave the way they do under pressure.
Código Ciencia Silver Medal — UAGMy first entrepreneurship — a small business born from creativity and a belief that beautiful things deserve to exist. Building it taught me more about customer empathy, inventory management, and brand identity than any course could. It's proof that the instinct to create and the discipline to execute can live in the same person.
@cositas.bonitas.hmo on InstagramComposition is a discipline, not a talent. Photography taught me to frame problems, find signal in noise, and communicate with restraint. The same principles that make a photograph work — balance, contrast, intentionality — are the ones I bring to product design, documentation, and presentations.
Writing is thinking made visible. I write to clarify my own understanding — essays, fiction fragments, reflective notes. It sharpens my ability to communicate complex ideas simply, a skill that shows up every time I write a product brief, a stakeholder update, or a project retrospective.
Let's Build Together
I'm available for product management roles, consulting conversations, and connections with founders and teams who are building something that matters. If you have ambiguity that needs architecture — let's talk on LinkedIn.
Connect with me
linkedin.com/in/ayoria-serna
Systems thinker.
Structure builder.
Bridge maker.