When Noriena Veridiano accepted the role of HR Executive at Leading Edge Mobility FZCO in Dubai, she wasn’t just stepping into another job—she was helping build an HR function from the ground up. From handling recruitment and onboarding to managing employee housing and visa processing, her responsibilities were as wide-ranging as they were high-impact.
“In a startup, you wear many hats. I manage end-to-end HR functions, including training, engagement, and admin tasks like travel coordination and accommodation,” Noriena shared with Financial Adviser PH. “It’s a lot, but it’s also incredibly rewarding because I get to help shape the culture from day one.”
Her passion for people was clear from the start. What drove her wasn’t just checking tasks off a list—it was creating environments where employees feel motivated, valued, and supported.
“I’m particularly passionate about employee engagement and development,” she said. “Whether it’s leading onboarding programs or organizing company-wide activities, I love creating experiences that empower people to do their best work.”
But Noriena also knew that to support growth in a fast-moving business, HR had to evolve beyond manual processes. So when the company began implementing a Human Resource Management System (HRMS), she jumped in—seeing technology not as a threat, but as a tool for transformation.
“One of the most exciting trends in HR today is digital transformation, especially the automation of core processes,” she said. “I supported the HRMS rollout, and it’s been a game-changer. It streamlined workflows and allowed us to make more data-informed decisions.”
For Noriena, the shift to automation isn’t about replacing human touch—it’s about freeing HR from the administrative burden, so the team can focus on strategy, culture-building, and high-impact conversations.
“When HR has more time to focus on people instead of paperwork, we become true business partners. That’s where the future of HR is headed—and I’m excited to be part of it,” she said.
It’s a mindset shaped by experience. Noriena began her HR career in 2012 as an OJT trainee at Bayer Philippines, handling payroll files. She moved on to increasingly complex roles at Canon and other companies in the Philippines before transitioning to Dubai—where she now helps lead the HR function for a growing startup.
Throughout her journey, one leadership principle has remained constant: listen first.
“Active listening has always been at the core of how I manage people. It builds trust, improves conflict resolution, and helps shape programs that truly reflect employee needs,” she said.
Now, as a Certified Human Resource Professional (CHRP), Noriena applies both structure and empathy to her role. CHRP helped her deepen her expertise, especially in areas like workforce planning, compliance, and performance management. But more importantly, it sharpened her ability to think strategically—and to lead HR with clarity and confidence.
“CHRP gave me the framework to align HR with business goals. It helped me shift from being task-focused to being outcome-driven,” she said. “That mindset is what drives me today, especially in a startup where every decision has long-term impact.”
From managing onboarding in a new market to introducing HR tech that transforms how people work, Noriena is proving that HR leadership is about more than policies—it’s about purpose, adaptability, and building systems that serve people.
“Technology is changing how we work, but the heart of HR is still human,” she said. “When we use tech to amplify that—not replace it—we create something truly powerful.”
“Every small task, every challenge, every lesson has helped me become the HR leader I am today,” she reflected. “And I’m still learning—because HR is always evolving, just like people.”
