Laura Serna-Hudnall

About Laura Serna-Hudnall

I am a data-driven sales and business development professional who amplifies revenue for global technology organizations. As a versatile, customer-centric leader, I leverage my background in engineering, domestic and international sales, and business to inspire confidence, exceed sales goals/quotas, and deliver strategic growth. SIGNATURE STRENGTHS: Telecom | Technology Sales Strategy Development & Execution Partnership Management Account Management Strategic Prospecting Global Regulatory Compliance Relationship Development Global Carrier Relations Fluent in English and SpanishAccording to my CliftonStrengths profile, my top 5 strengths are: ACHIEVER, INCLUDER, RESTORATIVE, POSITIVITY, and LEARNER. This reinforces my talents for making things happen (driving results), including others (teamwork), and solving complex problems — with contagious enthusiasm and a love for learning. As a connector, I enjoy bringing people and organizations together to achieve greatness. I have cultivated an expansive network within the telecommunications industry, and am known for establishing lucrative global partner accounts, including with S&P 500 multinational corporations. CAREER SNAPSHOT: Established and optimized customer and vendor relationships with Google, Comcast, Tata, Telefónica, Airtel, Twilio, Bandwidth, BICS, Five9, NICE, and many others. Negotiated win-win partnerships. Launched international business at Teliax and grew revenue to generate 30% of total revenue, with 20% profit margin. Built a $36.9M book of business and exceeded quotas consistently throughout each of the last nine years (since 2015) at Lumen. Completed MBA with emphasis on marketing data analytics. OTHER COMPETENCIES: Revenue Growth • Relationship Building • Alliance Management • Broker/Trade • Client Retention • Customer Success • Customer Engagement • Customer Satisfaction • Pipeline Generation • Market Expansion • Solution Selling • Sales Enablement • Deal Structuring • Complex Negotiation • Big Data • Data Analytics • Edge Cloud • AI • Network Infrastructure • Cross-Cultural Alignment • Cross-Functional Team Leadership • M&A Integration

Experience

1. Senior Carrier Sales Manager

   Lumen Technologies

   Jul 2019 — Present · Broomfield, CO, US

   Lumen (NYSE: LUMN) is a $15B telecom formerly known as CenturyLink and rebranded in 2020. Lumen operates one of the largest fiber networks globally, serving customers in 60+ countries.I drive revenue for the $100M international voice termination group, where I manage buying, selling, and the customer journey in Latin America, Asia, Europe and the USA through strategic partnerships, utilizing my Spanish language skills. Here, I negotiate contracts, resolve billing disputes for customers and vendors, and manage vendor performance. Collaborating cross-functionally across technical, legal, finance, pricing, product management, and network operations center (NOC) teams, I serve as the company’s subject matter expert on international voice while maintaining knowledge of the company’s innovative product portfolio. Grew book of business 105%(from 2014 to 2022), establishing 19 customers and 22 leading carriers. Exceeded sales quotas since 2015, delivering between 109% to 115%. Generated partner revenue by negotiating and renegotiating international voice termination bilateral commitments with carriers and PTTs. Elevated sales operations to align vendor-side carriers and customer-side enterprise customers, by defining and facilitating processes for pricing, contract negotiation, interconnection of new customers, new customer billing, and testing. Served as liaison between credit team and new customers. Led post-merger migration of 9 carriers and enterprise customers following sale of Lumen EMEA business to Colt Technology Services in a $1.8B transaction (Nov 2023). Improved service quality for customers and reduced costs by introducing data analytics and reporting of daily vendor performance metrics to empower decision-making on routing adjustments. Elevated company brand and reputation by representing Lumen at industry events such as International Telecom Week (20••••23) and Pacific Telecom Conference (20••••20).

Education

• Universidad Pontificia Bolivariana

  Bachelor of Science (BS), Electronic Engineering

  2006

• Colorado State University

  Master of Business Administration - MBA, Marketing Data Analytics

  2024

Skills

• Unified Communications
• Telecomunicaciones
• Sip
• Voip
• Mobile Devices
• Managed Services
• Protocolos De Internet
• Voz Por Protocolo Internet
• Ip
• Wireless
• Protocolo De Inicio De Sesiones
• Comunicación Inalámbrica
• Servicios Administrados
• Telecommunications
• Protocolo De Conmutación Por Etiquetas
• Product Management