With nearly two decades of experience in the Texas energy market, Juliana Sersen provides skilled counsel and strategic representation to clients navigating complex issues in the ERCOT region. Her clientele includes some of the most sophisticated and innovative players in the energy industry, such as private equity-backed generation portfolio companies, as well as investors, developers and operators of renewable facilities, battery energy storage resources, traditional thermal generators, multi-state utilities, power marketers, retail electric providers, and major industrial and commercial off-takers, including data centers and hydrogen electrolyzers.

Prior to joining Baker Botts in January 2022, Juliana spent over a decade with the Electric Reliability Council of Texas, Inc. (ERCOT), where she served Assistant General Counsel of Regulatory and Litigation. In this role, Juliana was the managing attorney for issues involving commercial operations in the ERCOT wholesale market - including the real-time and day-ahead markets, price corrections, market settlements, and credit; oversaw the Alternative Dispute Resolution (ADR) process with market participants; served as a primary liaison to the Public Utility Commission of Texas (PUCT); represented ERCOT in contested cases before the PUCT and the State Office of Administrative Hearings (SOAH), including the $3B securitization proceedings associated with costs stemming from Winter Storm Uri; and was directly engaged in shaping hundreds of new and amended ERCOT market rules.

Juliana's experience is invaluable in guiding clients through regulatory technicalities, such as market restructuring and grid reform. Clients rely on her ability to navigate the nuances of regulatory policy, particularly in times of uncertainty and impasse. She offers clients strategic solutions and effectively advocates for policy changes that enhance grid reliability and drive innovation in the industry.

Juliana has played a leading role in developing precedent-setting guidelines for integrating battery energy storage and emerging technologies in Texas. Additionally, she regularly advises clients on complex behind-the-meter (BTM) arrangements, helping them optimize energy production, storage, and consumption to take advantage of competitive market opportunities, while maintaining regulatory compliance. Juliana is also often sought for her insights on compliance strategies and best practices, and she represents clients in audits, investigations, and enforcement actions by the ERCOT Reliability Monitor (ERM) and the PUCT's Division of Investigation and Enforcement (DICE). With growing demand for her expertise and creative problem-solving abilities, Juliana continues to be a trusted advisor for clients facing the challenges of the dynamic Texas energy market.