Explore my professional journey!

I specialize in leading large-scale digital transformations within global, matrixed business environments, focusing on enhancing customer experience (CX). With a strong foundation in designing innovative web technologies, building robust teams, and creating effective operational models, I support digital initiatives and drive performance improvements. 

My approach is rooted in servant leadership and coaching, empowering teams to achieve their best and fostering a culture of continuous growth and collaboration.

WHAT I DO

I build digital technologies and teams.

My mission is twofold: to deliver profitable digital experiences that users love and to build the "experience behind the experience"-- a well-organized team with energized employees that support the delivery of these digital experiences. 

BUILDING PROFITABLE DIGITAL PRODUCTS

 I develop the vision, strategy, & roadmap for a portfolio of digital products & lead design & delivery teams from idea-to-execution. 

  • UX/UI Design
  • Product Management
  • Marketing Strategy
  • Branding & Communication Strategy
  • Content Strategy
  • Research & Insights
  • Analytics & Optimization

BUILDING HIGH PERFORMING TEAMS


I develop the experience behind the experience a team with energized employees and efficient operations.

  • Talent Management
  • Training
  • Hiring & Recruiting
  • Team Development
  • Change Management
  • Process Design / Improvement
  • Organizational Design

LEADING UX AT SCALE

Much of my experience involves providing UX leadership within global, matrixed business environments across a wide range of customer segments, products groups, industries groups, technology groups, regions, brands, agency partners, distributors, and subsidiaries.

What this means: Regardless of the environment, I have the ability to navigate complexity and deliver results!

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.

I lead a team responsible for driving digital transformation, customer experience, and marketing improvements across global markets for Caterpillar’s Building Construction Products (BCP) division. Partner with business leaders , product groups, technical teams, and external agencies to develop the business unit’s customer experience across all marketing platforms.

CORE RESPONSIBILITIES

My team is responsible for:

  • CX Strategy and Governance: Conducting research, developing customer journey maps, creating personas, and deriving insights to guide CX initiatives.
  • MarTech Strategy and Oversight: Building infrastructure for media, Cat.com, email marketing, Salesforce Marketing Cloud, Salesforce CRM, and personalization.
  • Analytics and Insights: Developing and delivering standard reports, dashboards, and analyses across multiple business units.
  • Regional Support and Training: Providing consultative support to regions and training marketers globally to enhance capabilities.

KEY ACCOMPLISHMENTS

  • E-commerce Platform Revamp: Led the team that revamped Shop.Cat.com, launching new capabilities, expanding to new products, and integrating with the broader experience, reaching over 1 million users monthly.
  • Marketing Analytics Platform: Lead the team that spearheaded the company’s first marketing analytics standard reporting platform. This includes constructing a data warehouse and built customized reports for multiple business units.
  • BCP’s Website Overhaul: Led a multi-year initiative to develop and implement a comprehensive UX strategy, templates, content strategy, and personalization features. Also responsible for training regional marketing teams and agencies.
  • Pricing Strategy Innovation: Led the initiative to expose MSRP on Cat.com and developed a model allowing multiple dealers to showcase their pricing based on specific machine configurations. No strategy or technology solution existed previously.
  • CX Mapping and Strategy Development: Developed the division’s first detailed global CX customer journey map, audience segment strategy, and CX playbook, which now informs regional marketing strategies.

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At RLI Insurance, 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

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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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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
  • 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
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.
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.
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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

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.
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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.

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

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

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.

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)

Modeling & Projecting Financial Statements

KPMG Executive Education Programs

Organizational Change Management Workshops

Caterpillar University.

Plus hours more of courses, research, and conferences.

SKILLS

Management Skills

RELATIONSHIP MANAGEMENT

PROJECT MANAGEMENT

CHANGE MANAGEMENT

FINANCIAL MANAGEMENT

INNOVATION MANAGEMENT

COMMUNICATIONS

TRAINING

General Marketing Skills

DIGITAL STRATEGY

DESIGN

CONTENT STRATEGY

BRANDING STRATEGY

COMMUNICATION STRATEGY

Digital Marketing Skills

WEB DEVELOPMENT

UX / UI DESIGN

MARKETING AUTOMATION

SOCIAL MEDIA MARKETING

MOBIL MARKETING

DIGITAL ADVERTISING

SEARCH MARKETING

EMAIL MARKETING

WEB ANALYTICS

UX / UI Skills

USER RESEARCH

USABILITY TESTING

PERSONA DEVELOPMENT

CUSTOMER JOURNEY MAPPING

STORYBOARDING

WIREFRAMING

PROTOTYPING

TASK ANALYSIS

REQUIREMENTS GATHERING

INFORMATION ARCHITECTURE

INTERACTION MODELING

Programming Languages

HTML
CSS
JAVASCRIPT
PHP
SQL

Technologies

MY APPROACH​

The method behind the madness

Over time, I have developed an approach to solving tough problems. And I have applied it again and again to different challenges with great success.

Process

I have developed a strategic framework which I have used repeatedly to help me through through complex challenges and assemble the building blocks of a strategy.

SEE PROCESS ->

Principles

No matter what the challenge before me is, the following principles and mindsets guide how I show up and move work forward.

SEE PRINCIPLES ->

Values

The following values shape my life. I look for organizations and people who have shared values. ​

SEE VALUES ->

PROFESSIONAL BIOGRAPHY​

Tiffany L. Britt, MBA​

Tiffany L. Britt, MBA is a Product, UX, and Martech leader who has spent 20 years leading digital transformation efforts within start-up, agency, and Fortune 100 environments. The problems that she solves have varying degrees of complexity, ambiguity, and scale. And the roles that she plays often differs depending on the need. What is common across her work: she helps companies capture business value by aligning people, process, and technology to transform their digital capabilities and drive meaningful and lasting organizational change.

Tiffany’s diverse set of capabilities, which is both broad and deep, spans management & leadership, product development & management, experience design, digital marketing, strategic planning, and organizational development. She has a history of not only translating big strategic ideas into rich engaging user experiences and digital products at scale, but also building and implementing business transformation strategies.

Most recently, Tiffany has worked to concept, develop, and manage digital products at a one of the world’s most iconic brands. Here, she led the vision, strategy, and roadmap for a marketing technology ecosystem which includes more than 100 global websites and 15 supporting technologies. She was also responsible for leading a multi-year digital transformation initiative for the company’s largest website, which has more than 1M unique visitors each month across more than 200,000 webpages and 24 regions.

Tiffany is equally as passionate about building people as she is products, and shares her business and leadership knowledge at various conferences and speaking engagements. Several times each year, she is honored to travel the world and facilitate an immersive leadership workshop for high-potential women leaders.

Key Highlights

MY BACKGROUND​

A curvy line with rich experiences

I never say “no” to a challenge. Because of this, my background does not follow a straight line, but rather it curves in interesting ways. I love to master different domains, gain new skills, and explore new areas–all of which allows me to see challenges differently. 

Traditional Experience

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.

SEE TRADITIONAL EXPERIENCE ->

Non-Traditional Experience

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.

SEE NON-TRADITIONAL EXPERIENCE ->

Education & Skills

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.

SEE EDUCATION & SKILLS ->
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