Gabriella Serrato has an innate knack for problem-solving and a passion for supporting people — the perfect marriage for a career in the service industry. She entered guest services as a college student and worked her way up to a store director at Target. With each step, Gabriella learned how to attend to peoples’ needs and craft a strong customer experience.
This skill set proved transferable (and immensely valuable) when a series of life events led Gabriella from guest services to heading up employee experience with the leading identity management platform — Okta.
As Gabriella puts it, the transition was the “same tune, different whistle.”
We caught up with Gabriella to hear more about why she pivoted industries, what transferable skills she leveraged, and how you, too, can apply your skills to a new field.
Setting the retail wheels in motion
Gabriella fell into the retail industry as a way to pay for her undergraduate degree, a decision that turned out to be farther-reaching than originally anticipated.
“This was really my first taste at navigating the demands of the daily grind long before stepping into the corporate world,” Gabriella laughs. “I attained my first management role at the age of 19 and had intended to pursue further advancement within the marketing industry. Or so I thought.”
After graduating, she pursued an opportunity with Target and was offered an executive team leader of human resources position.
“I found immense satisfaction in delving into the intricacies of the big-box retail business, tackling day-to-day operational challenges, engaging with our valued guests, and feeling the impact of my contributions to the personal and professional growth of my team… I also quickly learned that the retail industry really offers a unique opportunity to connect with people on a daily basis and gain valuable experience in a dynamic and customer-centric environment.”
Gabriella had a natural aptitude for taking care of people, and her skill set was rewarded with a promotion to store director after just a couple of years. In this new role, she expanded her guest experience skills even further, encompassing talent management, compliance, and operational oversight.
From guest to employee experience
Throughout her six years at Target, Gabriella mentored for the Hispanic Business Council, served as a district community captain, got married, and even became a stepmom. Despite being fulfilled in her work, life’s new arrangements were steering her in a new direction.
“Approaching the end of my career with Target, my younger daughter was nearing her second birthday, and I keenly felt that the precious moments of being fully present for her were slipping away based on my commitment to physically being away from home while managing my business.”
Gabriella was drawn to the technology industry not just for its flexible work arrangements but also for how her guest experience skills applied to the employee experience.
“Retail, in many ways, serves as a gateway to the world of business and customer service,” Gabriella says. After joining Okta, she was able to tap into the empathy and understanding she’d developed working in retail to foster strong employee relationships. Thanks to her experience gathering feedback, she knew how to improve workplace conditions and improve employee engagement. And, with her fine-tuned time management skills, it was a seamless transition when Gabriella needed to oversee the planning and execution of employee programs.
“In both capacities, the core emphasis revolves around customer-centricity and the essential need for effective communication, problem-solving, and relationship-building skills,” she says. “I think of my fellow Oktanauts as my guests and value their engagement and experience.”
Filling in the gaps
While Gabriella’s transition to Okta was smooth, she identified a couple of gaps in her skill set that took time to fill.
To start, her audience changed. “In guest experience, the focus was on external customers, while in employee experience, it shifted to internal customers, or employees… In an effort to effectively address this shift in audience, I've adopted a proactive approach, regularly seeking feedback and insights from my peers and colleagues.”
Gabriella also had to adapt to the enduring and methodical pace of the technology industry, which differed from the rapid and dynamic nature of retail. With practice, she’s learned to distinguish tasks based on their importance and urgency.
Through these shifts, Gabriella has found constant support from her Okta team. Whether it’s mentorship, continuous feedback, Okta’s training tools, or simply the work-life balance Okta offers, Gabriella has been given the resources and space to find her rhythm in a new environment.
3 tips for taking your skills to a new industry
For Gabriella, the shift from guest to employee experience came at the right time in her life — and she hasn’t looked back.
“I get the privilege to be present in every aspect of my family’s life. I have the privilege of taking my little one to her ballet class or soccer practice, and my older daughter to and from school and cheer. I have the opportunity to cheer my husband on as he coaches varsity basketball at a local high school. We get to enjoy evening dinners and uninterrupted family time on the weekends. This time is truly invaluable.”
If you also find yourself in need of taking your skill set to a new industry, Gabriella offers these three pieces of advice:
- Identify transferable skills: “Recognizing your transferable skills is crucial because it allows you to showcase your qualifications and demonstrate your ability to excel in the new industry, even if you lack direct experience. Soft skills are essential for effective collaboration, teamwork, and overall success in both your personal and professional life.”
- Tailor your application materials: “Customize your resume, cover letter, and LinkedIn profile to highlight your transferable skills and showcase how they align with the requirements of the new industry. Identify language the company uses in their job descriptions and career page, and use those terms to describe your experience.”
- Be a continuous learner: “Even though I earned a B.S. in Business Administration and had previous experience in HR, I thought it would have been beneficial to take courses towards a Human Resources Management Certificate prior to pivoting industries. Through Cornell University's online program, I was able to earn my certificate and further my understanding of strategic and operational HR concepts, aligning organizational decisions and talent selection and retention.”
Final words of wisdom? Understand that an industry switch isn’t always synonymous with an upward career move — and that’s okay.
“To balance different parts of your life, you have to be ready for changes and compromises. I started my career with Okta as a contractor, stepping into a role that was less senior than my previous position, and while there was some fear or apprehension in not having a full-time role with the company at the time, I genuinely believed in the company, saw a path for my personal and professional growth, and had confidence in myself and my skills.”
For Gabriella, it marked the “first zig in [her] career’s unique portfolio,” and she has all the confidence that the coming zags will continue to lead her down the right path.
Is your next career move leading you toward a leading technology company like Okta? Check out their career opportunities here to find your place on the team.
