Sofia Covarrubias
Director Customer Experience - Xurrent
Sofía Covarrubias is a dynamic customer experience leader with a proven track record in SaaS and enterprise technology. Currently serving as Director of Customer Experience at Xurrent, she brings a passion for building scalable, customer-centric programs that drive measurable value. Prior to Xurrent, Sofía led the Enterprise Customer Success team at AlertMedia, where she partnered with some of the world’s most recognized brands to deliver outcome-driven success and operational excellence.
With a career that began in consumer electronics and evolved into a focus on enterprise service transformation, Sofía is known for aligning internal operations with customer needs, simplifying complexity, and enabling high-performing teams. Her work often bridges strategy and execution, especially in post-sale journeys, service delivery, and retention planning.
Based in Austin, she thrives on connection and curiosity—whether she’s baking a new recipe, exploring the city with friends, or traveling with her husband Jay and their loyal blue heeler, Rusty. A dedicated yoga practitioner, Sofía values movement and mindfulness as essential tools to stay grounded and creative in both work and life.