Serina currently serves as President and Chief Operating Officer of Signature Financial Planning. She provides the leadership, management and vision necessary to ensure that the Firm has the proper operational controls, administrative and reporting procedures, and systems in place to effectively grow the organization. Serina’s top priority is that Signature is providing world-class service to our clientele.
Serina previously served as Director of Strategic Growth & Operations prior to becoming a principal shareholder in 2020. She began with Signature in 2013 as a Client Service Specialist, and progressed through most of the administrative, operations, and strategic growth roles over the years.
Serina currently serves on the Board of Directors for the Sojourner House, an organization dedicated to compassionate recovery services for families. She is also the Vice President of the American Heart Associations’ Young Professionals board of the Pittsburgh chapter. Her involvement in the United Way’s Women’s Leadership Council (WLC) and mentorship of young professionals through its TOGETHER program, have been a staple of Serina’s community involvement for many years.
In addition, Serina is a Junior Achievement Inspiring Success Award Finalist, the marketing director for the Audi Club of Pittsburgh, and the founder of several women-focused networking groups.
Serina earned a bachelor’s degree in Elementary Education and a master’s degree in Instructional Technology at Robert Morris University. She is a graduate of the Leadership Development Initiative (LDI) program through Leadership Pittsburgh. Serina maintains the series 6 and 63 FINRA securities licenses and her property and casualty insurance license. She is also a notary public.
In her spare time, Serina enjoys true crime mysteries, beef jerky, and high-performance driving events. She is a Pittsburgh native and resides on Mt. Washington because we won’t let her actually live in the office.
A chat with Serina
What made you want a career in finance?
I didn’t always want a career in Finance. My undergraduate and graduate degrees are both in Higher Education. I really enjoy educating people and helping them achieve success. I have the opportunity to do that every day at Signature when I work with the firms’ clients to help them manage their assets and simplify their lives.
What do you like best about being part of the Signature Financial Planning family?
There is a strong sense of camaraderie between the employees here at Signature. We truly care about one another, help each other and work together to help ourselves and our firm become the best we can be.
What are your biggest accomplishments?
When I first started, I realized that there was a lot I could bring to the table from a client service and operations standpoint. I have implemented polices and procedures that improve efficiency for the firm. My continued progression at the firm and advancement in my career is something that I am very proud of. I have a clear vision of where my career is headed and I am excited about the many accomplishments yet to come.
What do you love to do outside of work?
Family time is very important to me. I have a large family and I love spending as much time as possible with my six sisters and twelve nieces and nephews.
What are you passionate about in your personal life?
I try to travel as much as possible. I love experiencing new food, people, culture and adventures. I have also taken up performance racing as a hobby, and I am now the Marketing Director of the Audi Club North American Western PA Chapter.
What is your most memorable travel experience?
Several years ago I traveled to Ireland with my mother and two sisters. Our family heritage is Irish, and my mother had always wanted to visit the country. We had an amazing time touring through the towns, learning about our country of origin and spending time together as a family.
