# Litha Ramirez, MBA, MFA > Product Leader ➤ Data-Driven CX & UX Innovation ➤ SaaS, Enterprise & E-commerce Platforms ➤ Cross-Functional Alignment & Culture Builder Location: San Francisco Bay Area, United States Profile: https://flows.cv/litha I’m a product and growth leader with 20+ years of experience building and scaling customer-centric, revenue-generating digital platforms, including SaaS solutions, across B2C and B2B markets. I specialize in data-driven product strategy, digital transformation, and growth optimization. I help organizations turn customer insights and analytics into products that drive acquisition, engagement, and long-term customer value. Throughout my career, I have built and led product organizations across in-house, consulting, and agency environments, delivering digital transformation and enterprise and e-commerce platforms for Fortune 500 companies, startups, and government organizations. Most recently at Caesars Sportsbook & Casino, I led product initiatives supporting customer-facing digital platforms, internal trading tools, and marketing technology, driving improvements in customer experience, operational efficiency, and data-driven decision-making. Previously, as Director of Digital Product Management at CDW, I developed product strategy, monetization models, and go-to-market initiatives for enterprise software and SaaS solutions, expanding customer engagement and recurring revenue opportunities. I’m known for building inclusive, high-performing product teams, aligning stakeholders across the organization, and fostering cultures where experimentation, continuous discovery, and cross-functional collaboration drive innovation and measurable business impact. Key Accomplishments ❖ Built and led profitable product management and UX practices serving Fortune 500 and startup clients ❖ Led enterprise digital transformation initiatives delivering unified e-commerce and customer platforms for large-scale organizations ❖ Delivered a statewide digital education platform for the Illinois Board of Education, expanding equitable access across diverse socio-economic communities ❖ Recognized with industry leadership honors including Crain’s Notable Women in STEM and the Timmy Award for Best Tech Manager Areas of Expertise ❖ Product, CX & UX Leadership • Data-Driven Strategy ❖ SaaS, Enterprise & E-commerce Product Management (B2B & B2C) ❖ Growth Strategy, Experimentation & Optimization ❖ Digital Transformation ❖ Cross-Functional Leadership & Stakeholder Alignment • Agile Product Development (Scrum & SAFe) Outside of work, I’m an outdoor enthusiast and world traveler. I mentor startup founders through Chicago’s 1871 technology incubator and am a founding member of Women Shaping AI, where I support conversations around responsible and inclusive AI innovation. ## Work Experience ### Zone Product Leader / Principal Product Manager @ Caesars Sportsbook & Casino Jan 2023 – Jan 2025 | Jersey City, New Jersey, United States Led cross-functional teams to deliver innovative digital solutions for Caesars Sportsbook and Trading Tools, and Caesars Palace Online. • Drove customer experience improvements, optimized operational efficiency, and achieved measurable outcomes through strategic planning, roadmap development/ management, and the establishment of KPIs and performance benchmarks. •Fostered a culture of collaboration, accountability, and data-driven decision-making, while championing continuous discovery and experimentation to align initiatives with corporate objectives. Caesars Entertainment is the largest and most diversified collection of destinations across the U.S. Boasting many of the world’s most prestigious gaming brands, including Caesars Palace®, Harrah’s®, Horseshoe®, Eldorado®, Silver Legacy®, Circus Circus® Reno and Tropicana®, Caesars Palace Online®, and Caesars Sportsbook®, among many others. ### Director, Digital Product Management @ CDW Jan 2021 – Jan 2023 | United States Developed innovative software products, monetization, and go-to-market strategies aligned with customer needs and corporate strategy. Maintained and developed a portfolio of roadmaps. Monitored and developed quantitative and qualitative metrics. Presented and championed strategy to executive leaders and overall organization. • Developed vision and strategy for key initiatives to drive customer engagement and retention and capture recurring revenue. • Hired and managed product team. • Mentored emerging leaders through corporate program. • Collaborated across business units to ensure optimal integration and value capture. • Participated in leadership-level digital transformation and SAFe transformation. CDW Corporation is a multi-brand provider of information technology solutions to small, medium and large business, government, education and healthcare customers. ### Executive Director, Product Management & User Experience (UX) @ SPR Jan 2016 – Jan 2021 | Greater Chicago Area Established and managed a highly profitable software product management and development business unit across product management, business analysis, research, and user experience. Empowered profit growth by implementing value-based pricing for tiered services. Increased client retention and satisfaction by using evidence-driven design pulled from qualitative and quantitative research. • Enabled revenue growth and added new clients in two years by launching successful new product management and UX services. • Led sales pursuit, drafted proposals, and managed client relationships. • Facilitated high win rate for business development by researching and recommending new target markets and architecting engagement strategy. • Led client engagements for Fortune 500 and start ups across multiple industries including logistics, marteck, fintech for B2B, and B2C. • Spearheaded Agile/Scrum process improvements and development of client-facing process and artifact standards. SPR is a digital technology consultancy that specializes in user-centered custom software and using data insights to drive decision making. ### Director, Product, Design & User Experience (UX) @ Breakthrough Technologies Jan 2014 – Jan 2016 | Greater Chicago Area Launched and oversaw internet and software product, analysis, and creative services department, including product owners, business analysts, user experience designers, and visual designers. Directed client engagement and comprehensive development of process and artifact standards, including roadmapping, release planning, sprints, story maps, conceptual models, prototyping, wireframes, and product delivery. • Spearheaded multi-million dollar open-source educator’s portal and online assessment platform project for Illinois Board of Education, ensuring access by all socio-economic audiences. • Grew company revenues by offering new services for online education, e-learning, marketing, and mobile applications. Breakthrough is a software consultancy that delivers custom desktop and mobile solutions using open source technologies. ### Manager, Product & User Experience (UX) @ Ticketmaster Jan 2011 – Jan 2014 Oversaw consumer website design for global entertainment ticket resale product, including product strategy, vendors, and resources. Drove innovation by integrating design thinking, rapid prototyping, and customer co-design. • Enabled revenue growth by architecting shopping carts, payment simplification, and unified seat map strategies. • Reduced costs and issue resolution time via reconfiguring customer support internet system for customer calls. • Led initiative to integrate primary and secondary ticket sales market. • Developed and led e-commerce integration strategy for global acquisitions. Ticketmaster is a leading, global provider of professional event ticketing solutions and a division of Live Nation Entertainment. ### User Experience (UX) Lead @ Critical Mass Jan 2009 – Jan 2011 Transformed all 65 of Humana’s global web assets by merging them into a streamlined e-commerce and content management system, overseeing user interface designers, front-end engineers, process implementation, and operational cost reductions. Critical Mass is a digital experience design agency. ### User Experience Lead (UX) Consultant @ JPMorgan Chase & Co. Jan 2008 – Jan 2009 | Chicago, Illinois Improved digital user experience by pioneering streamlined and secure online cash administration software systems. JPMorgan Chase is a multinational investment bank and financial services holding company with $115B+ in revenue. ### User Experience (UX) Architect @ Fry Jan 2006 – Jan 2008 | Greater Chicago Area Increased average order value (AOV) by approximately 10% for multimillion-dollar brands, including Disney, Hallmark, Children’s Place, and Waterford, by creating robust user experience internet marketing and e-commerce strategies. Fry Multimedia is a developer of e-commerce applications for retailers and consumer goods manufacturers. ### Digital Designer @ ComPsych Corp Jan 2000 – Jan 2006 | Greater Chicago Area Directed strategy development across brand, creative, and user experience for global internet sites, mobile applications, and marketing email campaigns. Architected new product strategies and engaging web-based videos in English and Spanish. Compsych is a leading provider of employee assistance programs serving 53,000+ organizations and 118M individuals. ## Education ### Master of Business Administration - MBA in Innovation and Entrepreneurship University of Illinois Urbana-Champaign ### Master of Fine Arts - MFA in Multimedia Installations School of the Art Institute of Chicago ### Bachelor of Fine Arts - BFA in Conceptual Art & Multimedia Installations San Francisco State University ## Contact & Social - LinkedIn: https://linkedin.com/in/litha-ramirez - Portfolio: https://www.CDW.com - Portfolio: https://www.Linkedin.com/company/cdw --- Source: https://flows.cv/litha JSON Resume: https://flows.cv/litha/resume.json Last updated: 2026-04-13