I started my career working for two major US airlines (American Airlines and United). I left the airline industry for an opportunity in logistics to gain exposure to a higher level of experience in Human Resources, including labor relations, compensation and benefits, project management, and talent development. I worked in different regions throughout the Americas and EMEA ultimately shouldering global responsibility for Total Rewards & Mobility. I later took on HR corporate leadership roles in the manufacturing and hospitality sectors. During my tenure at these companies, I was able to work and interact in multiple cultures in over 80 countries. I managed global teams with diverse backgrounds, and I had the privilege to live abroad in Europe and the Caribbean. I experienced firsthand the challenges of living and working as an expat interfacing with multiple cultures, and I learned the key was understanding and valuing intercultural differences.
TEAM SPOTLIGHT: CORINA SORIANO
Alison Wimmer • April 13, 2023
Corina Soriano joined NetExpat in January as our Vice President of Global Advisory Services for the Americas. Her primary responsibilities involve driving growth and development of NetExpat in the United States, Canada, and Latin America. Corina holds her degree in Business Administration with an accounting major, and she has previous experience as Vice President Global Total Rewards in the logistics industry as well as experience in corporate HR roles in several different industries. Corina is a multilingual global citizen (English, Spanish, Portuguese, basic French) with corporate experience, and her calling is Global Mobility.
We are delighted to have you join the NetExpat team this year!
Can you share a little bit about your background?
How has your perspective on employee experience changed working for NetExpat rather than from the inside of corporate Global Mobility?
My time with NetExpat has given me a better understanding of the overall trends faced by different industries – that while different, the world of work overall has changed dramatically. Because we are working in such diverse environments post-Covid, employee experience is suddenly top of mind. Everyone is now operating in some sort of “mobile environment” – needing to be fast, agile, adaptable. Global mobility is no longer defined as just moving employees and families from A to B.
I experienced this in my last role prior to NetExpat where I worked in the US but my team was located in Germany. Companies now have teams located in diverse locations both domestically and internationally. Even domestic teams include international members from diverse cultures and perspectives.
Contact us to schedule a call with one of our experts in your region to learn more about best practices in intercultural solutions, partner assistance and talent management.
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When organizations outsource business functions to another country—whether it’s accounting, customer service, or tech support—they’re often hoping for a streamlined, cost-effective solution. But when intercultural differences aren’t factored into the strategy, the shift often results in the exact opposite: misaligned expectations, breakdowns in communication, and friction across internal teams. Time is lost, along with trust, satisfaction ratings, and even clients. Too often, stakeholders don’t even know why. When internal teams find themselves working across cultures, misunderstandings are common. The definition of “good service” in one country may feel intrusive or inadequate in another. Perceptions of hierarchy and respect vary widely, leading to unintentional offenses. And communication styles are so nuanced that even simple messages can be misread—causing delays, confusion, and strained relationships. Internally, employee engagement and productivity suffer. Clients may notice the shift too—especially in customer-facing functions. Intercultural agility is the solution.
Leadership wants metrics, but they also need clarity. When you see a business need or opportunity, building the right business case with data is the way to give that to them. It’s also the best way for you to get buy-in. This blog post will discuss how to use data to strengthen business cases and the role of business storytelling in securing buy-in.
International relocations are a big adjustment for employees, but they can be an even bigger adjustment for their accompanying spouses or partners. This is especially true if they were a part of a dual income household in their country of origin. While organizations often focus on logistical support for the employee, the success of an international assignment hinges equally on the well-being of the entire family. If a relocating partner struggles to integrate, it can have negative impacts on the partner’s state of mind, the couple’s relationship, the employee’s ability to focus on their new role, and both assignment and organizational objectives.
Editorial from NetExpat Perspectives Newsletter Q3 2025
In a recent interview, Isabela Sena, Director of Global Mobility at Stellantis, shared her thoughts on talent mobility’s future. Read on to discover her views, and why people will stay central and elevated by AI.
This blog post offers a glimpse into the exclusive content available to members of the NetExpat Community —designed specifically for the partners and spouses of transferees. From curated resources to peer-driven insights, this sample reflects the kind of meaningful support that helps partners/spouses feel seen, connected, and empowered.
Artificial intelligence (AI) is revolutionizing talent management and mobility, making some administrative processes faster and more efficient. As businesses look to AI-driven tools to streamline everything from visa applications to predictive mobility analytics—they hope to control costs and ease the burden on internal talent mobility teams and mobile employees alike. But can technology alone accomplish all of that? While AI excels at automation and generating data-driven insights, the human touch is still essential for fostering positive experiences among employees and the businesses that employ them. Personalized coaching, relationship-building, and cultural adaptation are all areas where human empathy, intuition and expertise far surpass automated systems. As organizations embrace AI to optimize talent management and global mobility, finding the right balance between technology and human connection will be key to their success.
Discover the costs of ignoring cultural differences and strategies to ensure compliance for thriving international business operations.
Multinational companies face a significant challenge when working across cultures: how to strike a balance between being compliant and honoring cultural gift-giving norms in professional settings. Why is it such a challenge? What may be expected as a gesture of respect and goodwill in one culture could be considered bribery in another. Missteps can ultimately lead to a damaged company reputation, lost business opportunities, or even legal repercussions. Finding a balance between cultural expectations and compliance is a strategic imperative, but potential conflicts can feel completely overwhelming. With training and preparation, however, workforces can learn to navigate these scenarios with skill. Cultural Gift-Giving Differences in Professional Settings Gift giving has always been used in professional settings to show respect, build rapport, and lay the groundwork for meaningful business relationships around the world. Under the right circumstances, a carefully chosen gift can symbolize trust and partnership, opening the door to successful collaboration. Failure to understand cultural norms and expectations can result in costly mistakes. Below, we provide a few examples of varying gift-giving norms to illustrate the importance of cultural agility when doing business across cultures.
As Director of Global Client Services at NetExpat, Maru Machado brings a dynamic blend of operational expertise and global perspective to her role. With a rich background in international event production, clinical travel management, and client services, Maru brings a global mindset to everything she does. Her multicultural experience—both professional and personal as a former expat—deeply informs her approach to leadership and client support. Now leading a diverse team across the U.S., Maru thrives on connecting with people around the world, improving service delivery, and creating meaningful impact for globally mobile professionals and their families.
