Alida Promotes Hermina Khara to Senior Vice President of People and Culture

Alida (formerly Vision Critical), creator of the world’s first Customer Experience Management (CXM) and insights platform, today announced the promotion of Hermina Khara to Senior Vice President of People and Culture. In her expanded role, Khara will lead the growth of Alida’s Corporate Culture and Diversity, Equity & Inclusion (DE&I) initiatives. Her new appointment follows Alida’s public commitment to make a tangible difference in the acceleration of its DE&I initiatives.

Through a year of high-growth, Alida has established a renewed corporate culture focused around the company’s values of being Bold, Empathetic, Curious and Authentic. As SVP, People and Culture, Khara will continue to lead the evolution of Alida’s high-performance culture and DE&I initiatives, as well as champion the welfare of employees, continue to spearhead the company’s global recruiting efforts, and align the global teams around Alida’s core values.

As part of her role, Khara also sits on Alida’s DE&I Council which works together to establish new initiatives, benchmarks goals for the business, and collaborates with Alida’s executives to execute programs and drive further opportunities for staff awareness and learning.

“Hermina has shown tremendous leadership in helping us chart our path to become an award-winning culture that consistently celebrates our values and our people,” said Ross Wainwright, CEO of Alida. “There is no longer room for companies to operate without formalizing corporate culture and DE&I as organizational responsibilities within a business. Hermina will be instrumental in guiding Alida through the efforts and goals we have as a company to affect positive change.”

Khara has over 18 years of experience in leading global strategic talent acquisition and human resources strategies. Before joining Alida in 2013, Khara spearheaded talent acquisition at a variety of large companies and co-founded her own recruitment agency, Strive. In her almost eight years with Alida, Khara has held various leadership positions in HR, including building the company’s global talent acquisition and employment branding strategies.

“I’ve always believed that no matter what role we are in or what level we are at, we all want to make a difference, create a positive impact and feel valued for what we do. As SVP of People and Culture at Alida, I get to do all of this and more,” said Khara. “I wholeheartedly believe that as a people leader, my role is to leave people better than when I found them. Being authentic and leading with empathy will be my key focus this year as I support Alida in continuing to foster a great company culture that values diversity, equity and inclusion.”

About Alida

Alida believes in a world where customers are the ultimate source of truth. A world where the best business decisions are those made with customers, not for them. That’s why Alida created the world’s first CXM and insights platform to turn customer truth into action. For over 20 years, iconic brands like BuzzFeed, LinkedIn, and Red Bull have chosen Alida, formerly Vision Critical, as their secret weapon. Alida’s unique approach of coupling broad feedback with deep insights creates meaningful and lasting customer relationships and builds brands that stand the test of time.

Follow us at and engage with us on social media @alidaCXM.

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