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Tiffany L. Britt, MBA
Tiffany L. Britt, MBA

I build products, businesses, AND people.

I build products, businesses, AND people.

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Complexity, you have met your match!

Your business needs to transform, but complexity often stands in the way. It comes in the form of shifting customer trends, intense competition, and a market that reinvents itself every 90 days. If that weren’t enough, you’re not sure if you have the right set of resources to tackle it all.

I am a UX and technology leader that drives digital innovation by building and managing high-performing, large-scale UX teams and products in complex, highly-matrixed business environments.

Together, we will conquer complexity and show ‘em who’s boss!

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Professional Summary

I build products, businesses, and people.

I have two goals. First, I deliver profitable digital products that users love. Second, I build the "experience behind the experience"-- a well-organized team with energized employees that support the delivery of these digital products.

Areas of Expertise

TEAM LEADERSHIP

I manage, develop, and inspire diverse groups of researchers, strategists, designers, developers, data analysts, business analysts, and project managers.

PRODUCT LEADERSHIP

I develop the vision, strategy, and roadmap for an ecosystem of digital products and lead agile design and delivery teams from idea-to-execution.

CX/ UX LEADERSHIP

I evangelize CX/UX throughout the organization, educating, aligning, and mobilizing internal and external stakeholders and leaders through training and coaching.

PRODUCT BUILDER

I design and develop marketing sites, eCommerce sites, mobile apps, VR/AR, portals, tools/ calculators, and 50+ digital marketing campaigns.

Competencies

PRODUCT BUILDING

Product Management

UX/UI Design

Research & Analysis

Strategy & Planning

Content Strategy

BUSINESS BUILDING

Marketing Strategy

Business Strategy

Financial Analysis

Program / Project Management

Process Management

PEOPLE BUILDING

Relationship Building

Communication

Change Management

Hiring & Recruiting

Team Development & Training

Environments

Leading UX at Scale: Much of my experience involves providing UX leadership across a wide range of customer segments, products groups, industries groups, technology groups, regions, brands, agency partners, distributors, and subsidiaries.

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Traditional Experience

20+ Years of Business, Marketing, Technology, & Design

I have led UX and digital transformation efforts at a highly-matrixed, global enterprise, an established marketing agency, a freshly minted IPO, and a small, up-and-coming startup.

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`2019 - PresentUX & Digital Strategy ManagerRLI Insurance`⁠
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At RLI, I lead vision and strategy across all customer-facing enterprise digital channels. Partnering with executives and business unit leaders, I’ve built the organization’s user experience, customer insights, and marketing capabilities.

CORE RESPONSIBILITIES

Team Management – Leading a team of full-time and freelance researchers, data analysts, UX strategists, and developers

Process / Capability Development – Establishing processes, tools, and training to deliver new web experiences and digital marketing strategies to internal clients

Product Management – Serving as a product manager for key digital platforms, evolving capabilities and functionality. Responsible for driving vision, roadmap, and backlog

KEY ACCOMPLISHMENTS

Built an enterprise-wide design system and governance standards

Established an enterprise web accessibility compliance process and training

Consolidated several subsidiary marketing websites and technologies into one

Streamlined enterprise marketing technologies

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`Aug 2016 – Jun 2019User Experience Manager / Product ManagerCaterpillar, Inc.`⁠
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At Caterpillar, I led the vision, strategy, and roadmap for a digital product with more than websites, including

Cat.com⁠

, the corporations’ primary destination for marketing content with more than 1M visitors monthly. I partnered with marketing leaders, dealers, and technology leaders across all business units, industries, and regions to synchronize business and marketing goals with customer needs.

CORE RESPONSIBILITIES

Product Team Leadership – Direct the work of a multi-disciplinary team of strategists, analysts, researchers, designers, and developers.

Program Management – Oversee multiple parallel workstreams in agile environment. Champion product vision and progress across executives, leaders and stakeholders.

Strategy Planning – Develop vision, strategy, & roadmap. Align roadmaps based on business priorities. Set clear objectives. Deploy team resources to achieve goals.

Research & Analysis – Conduct qualitative and quantitative research. Identify and prioritize gaps. Generate ideas for technology enhancements and experience improvements.

Solution Design – Build epic and feature-level strategies, UI/UX designs, and requirements. Collaborate with multiple business stakeholders and SMEs to craft strategies and designs that work across all personas and scenarios.

KEY ACCOMPLISHMENTS

Led a multi-million-dollar digital transformation effort for

Cat.com⁠

and several connected sites

Led the redesign of the Product Experience for

Cat.com⁠

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Developed a UX and content strategy for the

Cat.com⁠

Industry Experience redesign

Developed a design system and design process for the

Cat.com⁠

team

Led the design of Calculator Tools for Cat Financial

Co-led the UX strategy and design for Cat’s new eCommerce capability for Machines

Led global research efforts, as well as the creation of enterprise-level and industry-specific personas and customer journey maps

Provided strategic UX consultation for

CatRentalStore.com⁠

‘s redesign and replatform

Provided strategic UX and marketing consultation for NPI launch of Cat Portable Generators

Oversaw team that redesigned

Cat.com⁠

Dealer Locator Tool,

Cat.com⁠

Navigation Menu, and Cat Product Comparison Tool

Led early UX Strategy for Virtual Product Tour (3D VR/AR) capability

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`Feb 2013 – Jul 2016Digital DirectorSimantel`⁠
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At Simantel, a well-respected, award-winning marketing agency, I led a team of digital strategists, communication strategists, and UX professionals. Aligned people, processes, and technology to build agency’s digital marketing capabilities, which opened up new lines of revenue, attracted new clients, and enabled profitable, more efficient projects.

CORE RESPONSIBILITIES

Digital Transformation– Serve as key change agent by driving multiple agency-wide initiatives. Champion digital change by educating agency and client teams to increase digital capabilities and effectiveness.

Team Management– Recruit, hire, train, and develop Strategy team members. Oversee all strategy work that flows through the agency, providing leadership and support to Strategy department.

Process Management– Develop and document standardized procedures to support and streamline daily operations. Create standard deliverables & templates, enabling the team to consistently create high-quality work.

Relationship Management- Partner with other department leaders to facilitate workflow, collaboration, and communication across the company. Build relationships with partners, vendors, and freelancers to ensure smooth intercompany processes and collaboration.

Digital Marketing Strategy Development – From strategy-to-execution, provide digital leadership and strategic expertise across multiple client engagements. Plan, implement, manage and optimize global multi-channel marketing strategies with a strong focus on total customer experience.

KEY ACCOMPLISHMENTS

Deployed a talent management process to recruit, hire, train and develop Strategy team. Developed agency onboarding program.

Key driver of agency-wide process improvement initiative. Built business process maps to illustrate workflow and identify waste.

Developed strategic framework and toolkit which includes standard templates, enabling the team to consistently create high-quality work.

Project work includes Caterpillar’s Product Support, EMSolutions, Cat Connect, CONEXPO, Technician Recruiting (winner of 2014 AdAge Small Business B2B Campaign of the Year award), Global Mining, Global Construction, CSBC, MineStar,

Parts.Cat.com⁠

, On-Highway Legacy Engines.

In total, I built 50+ digital marketing strategies, campaigns, & websites, one of which was an AdAge B2B Campaign of the Year award winner. Strategies were often large-scale, well-funded, and global in nature and included a mix of traditional and non-traditional tactics.

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`Jan 2009 – Dec 2013Owner / Product DirectorEdit-Ability`⁠
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I started, grew, and sold a web design and digital marketing agency, Edit-Ability, where I concepted, built, and managed a martech product and service that supported 150+ feature-rich marketing websites.

CORE RESPONSIBILITIES

Digital Marketing – Designed and developed websites, emails, and social channels. Developed digital marketing campaigns. Conducted analysis and developed optimization ideas.

Project Management– Worked with clients to define needs and project goals. Assigned resources, created project plans, and estimated project budget. Overseeing delivery of work.

Business Management– Oversaw all functional areas including support, accounting, sales, and marketing activities.

Marketing & Communications– Increased exposure through writing, video blogging, facilitating on-site workshops, and delivering online webinars

KEY ACCOMPLISHMENTS

Developed a marketing technology platform which enabled the management of more than 150 websites in one place.

Designed and implemented business development strategy which accelerated growth (70+ sites within 3 months).

Developed new capabilities and expanded services, increasing company-wide profits by 25% annually.

Redesigned processes, reducing order-to-delivery from 3 weeks to 2 weeks.

Developed standardized processes, manuals, & training documentation to support daily operations.

TECHNOLOGY STACK INCLUDED

Websites, blogs, campaign pages, emails, social, search, and analytics capabilities

SERVICE OFFERING INCLUDED

Web Design, WordPress Design, Corporate Blogging, SEO, Social Media, Content Marketing, and Corporate Training

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`2007 – 2011Management Consultant / AnalystAventine Renewable Energy`⁠
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I provided strategic guidance and analytical support to Aventine, a freshly-minted IPO who was a leader in the renewable energy industry. Here, I provided strategy guidance and analytical support to the executive team. I also spearheaded multiple cross-departmental projects within Logistics, Marketing, Manufacturing, Finance, and Information Technology business units.

CORE RESPONSIBILITIES

Financial Modeling & Analysis– Developed business & financial models to simulate different business scenarios, growth strategies, capital budgeting decisions.

Budgeting– Co-managed $900M annual budget. Worked closely with executives across multiple departments to prepare operational plans.

Financial Reporting – Preparing external financial reports for inclusion in quarterly and annual SEC filings and Board of Directors presentations.

Business Analysis– Acted as a liaison between technical & business teams. Conducted needs analysis. Developed business requirements.& business cases.

Performance Management– Developed robust dashboards & analytics for executives to monitor operational & financial performance.

KEY ACCOMPLISHMENTS

Developed linear supply chain optimization model to identify $6M in annual supply chain cost savings.

Implemented plan that reduced quarterly barge lease by 40%.

Led effort to integrate financial system with analytics software. Resulted in increased visibility to real-time, actionable business intelligence.

Led effort to build internal software to comply with new EPA reporting requirements.

NOTE During the time that I worked at Aventine, the company went from IPO to bankruptcy to restructure to being acquired by a competitor. I was intricately involved at varying levels throughout each of these phases.

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`2006 – 2007Organizational Change Management SpecialistCaterpillar, Inc.`⁠
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At Caterpillar, I successfully designed and led change management efforts for several global Six Sigma initiatives that redefined business operations and SAP technology. Scope included more than 400 business users throughout 12 manufacturing facilities, 5 business units, and 5 countries.

CORE RESPONSIBILITIES

Identifying and analyzing key issues and challenges related to organizational and individual resistance to change

Developing and executing a strategic communication and learning plan to accelerate the acceptance of changes and ensure that they are sustained long after implementation

Maintaining documentation of findings including Stakeholder Maps, Readiness Assessments, Risk & Impact Analysis; Root Cause Analysis; and Desired & Future State AnalysisAccomplishments:

Coordinated multiple events that built consensus across all organizational levels

Co-Led the development of E-Learning course, on-site training sessions, and training materials

Created multiple communications including articles, interviews, videos, presentations, and visual media

KEY ACCOMPLISHMENTS

Developed and executed a strategic communication and learning plan that accelerated the acceptance of changes and ensure that they were sustained long after implementation.

Facilitated meetings & training events that built consensus and cascaded strategic vision throughout multiple organizational layers.

Created and maintained documentation of findings including Stakeholder Maps, Readiness Assessments, Risk & Impact Analysis; Root Cause Analysis; and Desired & Future State Analysis Small Business

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`2000 – 2006Business ConsultantIndependent Contractor`⁠
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I worked as a contractor for several small, local businesses comprehensive business and marketing plans increased revenue, managed expenses, and as a result, drove profitability and maximized business growth.

PROJECTS INVOLVED

Strategic Planning- Developing business plans; Conducting feasibility studies in order to quantify risks and assess opportunities

Marketing Management- Building marketing plans; Performing industry, competitive, and market research and analysis

Financial Management- Conducting industry and trend analysis of financial statements; Creating budgets & forecasts

LESSONS LEARNED

Demonstrated ability to think critically and adapt to varying business environments

Learned to uncover and understand business needs & requirements

Strengthened communication and interpersonal skills

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Non-Traditional Experience

Building people through education and mentorship

I believe in building people, because they are the bedrock of our organizations and our communities. I often give back to the business and UX community through education and mentorship.

Adjunct Professor

As Adjunct Professor at Midstate College, I provided instruction to junior and senior level business students, both online and on-site for 10+ years.

COURSES INCLUDED

Marketing Management; Financial Management; Business Ethics; Microeconomics; Business Math; Leadership & Motivation.

Author & Writer

I have shared practical guidance to help others craft innovative marketing strategies. Most recently, my focus has been on UX Strategy for enterprises.

FUN FACT

I ran a small blog called "Small Business, Big Voice", published a book titled

Inbound Marketing in a Box⁠

, and delivered an

annual marketing masterclass⁠

Speaker & Trainer

As a Speaker and Trainer, I have been honored to share my passion for business, technology, marketing and design at conferences, workshops, and classrooms. 

FUN FACT

At Caterpillar, I was selected to travel the world to deliver an immersive leadership workshop to high-potential women leaders.

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Education & Skills

Committed to continuous professional growth

In and out of the classroom, I am committed to expanding my knowledge and growing as a professional. I have invested hundreds of hours to ongoing professional development including workshops, conferences, & courses.

EDUCATION

Masters of Business Administration

Franklin University, Columbus, Ohio. 2007.

Bachelors of Business Administration

Midstate College, Peoria, Illinois. 2004.

TRAINING & CERTIFICATIONS

User Experience Certification

Neilsen Norman Group, 2017.

Marketing Cloud Certifications

Oracle (Eloqua), 2014.

Certified Associate in Project Management

Project Management Institute (PMI)