Chris Willis, Product Manager in Muskegon, MI, United States
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Chris Willis

Verified Expert  in Product Management

Product Manager

Muskegon, MI, United States

Toptal member since May 8, 2023

Bio

Chris is an edtech founder, Agile product manager, and Certified Scrum Product Owner (CSPO). She is experienced in leading Agile squads, workforce enablement, and process improvement at an enterprise scale. Her most recent experience was as a product manager for a human-centered design team supporting a highly visible government enterprise system modernization effort. Chris thrives working cross-functionally with stakeholders to bring customer and business insights to technical teams.

Project Highlights

VA Enterprise System Modernization Roadmap
Served as a senior product manager to kick off a high-profile VA enterprise system modernization initiative, working cross-functionally within the US Veterans Health Administration (VHA).
Using Data to Increase User Adoption and Sales Performance
Led the development of a gamified sales onboarding portal that dramatically increased the speed of sales success.
Lectora Rapid Modular Development
Created a modular system for developing e-learning content using Lectora, which removed the requirement for live training or customer support to set up the majority of new course workflows.

Expertise

  • Cross-functional Collaboration
  • Cybersecurity
  • Edtech Design
  • General Data Protection Regulation (GDPR)
  • Instructional Design
  • Technical Writing
  • Tools
  • Training

Work Experience

Senior Product Manager

2022 - 2023
Ad Hoc
  • Enabled ad hoc and partner decision-making and reporting to the Veterans Affairs (VA). Prepared and facilitated presentations to engage and inform VA leadership and stakeholders, representing internal and partner perspectives and interests.
  • Pivoted the strategy and roadmap to align with VA goals. Incorporated a near-term pilot to reduce risk and speed value delivery by more than six months.
  • Developed the team mission, vision, and OKRs. Aligned product OKRs to VA target metrics.
  • Consulted in positioning the Salesforce buy vs. build strategy brief.
  • Promoted the Agile mindset and product best practices in Agile ceremonies and reporting activities. Authored Jira epics, stories, and the team product site in Confluence.
  • Held public trust security clearance as required to utilize VA intranet, SharePoint, and Microsoft Teams.

Senior Product Manager

2021 - 2022
InVision AG
  • Performed a comprehensive current state analysis of product offerings, including revenue streams, fulfillment, and customer usage patterns.
  • Prepared and presented business data and applied edtech industry knowledge to inform product strategy.
  • Led the weekly cadence of Agile rituals, including epic and story creation, sprint planning, refinement (grooming), and retro.

Director of Product

2017 - 2021
ELB Learning
  • Led strategic product leadership, instructional design, iterative development, and go-to-market strategy for eLearning Brothers Courseware online learning product, providing a return on product development investment within the first year of launch.
  • Reduced the time to market by 50% by implementing a scaled, template-driven iterative design and development process.
  • Developed and managed the off-the-shelf e-learning product curricula and roadmap; authored full e-learning course storyboards for cybersecurity, sales, safety, and soft skills.
  • Managed cross-functional team members, contract resources, and strategic partners; oversaw the scope, budget, roadmap, and delivery.
  • Oversaw the product backlog, roadmap, and prioritization of feature and bug fix requests for developers, engineers, and designers. Facilitated the Agile process, epic and story creation, and ceremonies.
  • Acted as a trusted internal consultant for design, accessibility, market positioning, and customer onboarding decisions.
  • Performed continuous discovery with customers and partners. Facilitated opportunity and solution analysis and prioritization.
  • Directed e-learning production in multiple authoring tools within project scope and budget requirements.
  • Ensured transparent communication with key stakeholders on project strategy, features, scope, and progress against the product roadmap.

Founder | CEO

1993 - 2017
Media 1
  • Managed business strategy and daily operations, finances, and decision-making for a $2.2 million agency; developed proposals and project plans, including labor and cost estimates, for projects ranging from $2,000 to over $1 million.
  • Advised customers on design and approach for enterprise productivity solutions. Supported SDLC for custom enterprise software initiatives.
  • Administered implementation and integration of Salesforce CRM, including configuration, workflows, custom reports, and dashboards. Configured integration with accounting and time management applications.
  • Mapped jobs to be done and performed internal and customer process analysis and improvement.
  • Bootstrapped development and go-to-market for ApprentiPro, a mobile app like MyFitnessPal for interns and apprentices, and Xperiocity, a learning experience platform.
  • Authored learning experiences and micro-learning curricula and courses; managed client edtech solutions.
  • Performed client project management and reporting; managed budget and resource.
  • Built cross-functional relationships and collaboration between functional silos with global enterprise customers.
  • Implemented internal and customer process analysis and improvement; developed the design and roadmap for enterprise customer learning and productivity solutions.

Project History

VA Enterprise System Modernization Roadmap

Served as a senior product manager to kick off a high-profile VA enterprise system modernization initiative, working cross-functionally within the US Veterans Health Administration (VHA).

This scenario highlights my ability to manage competing priorities and adapt to changing circumstances by proposing a phased approach incorporating customer needs and insights from a smaller project into a larger project plan.

My design team was working against a project plan spanning 12 months, but the customer urgently needed UX research and design for a smaller integrated system. The team pushed back, but as a product manager, I recognized the importance of meeting the customer's needs and delivering value as quickly as possible. At the same time, we needed to stay on track with the larger enterprise initiative.

To address this challenge, I developed a new phased roadmap. The initial discovery phase was completed as planned. Then, we shifted our focus to a 9-week end-to-end pilot project to meet the integration needs and gain insights we could apply to the larger project.

After completing the pilot, we resumed the enterprise system project at the design phase, incorporating our learnings. This approach allowed us to meet the customer's needs while staying on track with the larger enterprise project plan and ultimately improving overall outcomes for our team and the customer.

Using Data to Increase User Adoption and Sales Performance

Led the development of a gamified sales onboarding portal that dramatically increased the speed of sales success.

HP was launching a global services initiative and onboarding a large cohort of new sales consultants. Statistically, it took four months for a new sales consultant to meet the quota, with a high turnover of those who do not meet 30, 60, or 90-day goals. Enlisting high-performing salespeople as coaches was a proven way to boost and manage performance, but the cost of taking top performers out of the field was prohibitive.

Based on my prior work, I hypothesized a technology-enabled onboarding program could automate the reach of high-performing sales coaches and managers, speed productivity, and improve new hire outcomes.

My team developed a gamified sales onboarding portal with prescriptive coaching videos and live touchpoints at 30, 60, and 90 days. Pilot participants were given a suggested cadence for learning but were allowed to complete the program at their own pace.

Portal participation became a leading indicator of future success. On average, sellers who completed the 90-day program in 60 days or less yielded 124% of the quota, and sellers who completed it in 30 days or less yielded 148%. We repeated and iterated on this model across multiple divisions of HP for onboarding sales professionals and high-potential leaders.

Lectora Rapid Modular Development

https://youtu.be/H7hNBRUV0gY

Created a modular system for developing e-learning content using Lectora, which removed the requirement for live training or customer support to set up the majority of new course workflows.

Lectora is one of the world's top three e-learning authoring tools. As a legacy enterprise tool, it's also one of the most complex. When ELB Learning acquired Lectora, they tasked me with improving its user-friendliness without overhauling its core functionality.

I began by interviewing enterprise customers and examining customer support cases to accomplish this. I also identified common instructional design patterns for developing corporate learning.

To simplify learning development, we created pre-built, customizable course frameworks that eliminated the need for the intimidating and time-consuming front-end setup. We added customizable media assets and interaction templates to make it even easier to use.

Previously, new users needed a one-hour training session with customer support or sales to get started with Lectora. But with the new modular, templatized system, users could self-serve and create their first course without assistance in less than half the time.

Education

1978 - 1982

Bachelor's Degree in Digital Media and Communications

Grand Valley State University - Allendale, MI, USA

Certifications

MARCH 2023 - MARCH 2025

Certified Scrum Product Owner (CSPO)

Scrum Alliance

Skills

Tools

Jira, Slack, Zoom, Confluence, Asana, Lectora, GitHub

Paradigms

Scrum, Iterative Development, Instructional Design, Design Thinking, Agile, Human-centered Design (HCD), Iterative Design, Low Code

Industry Expertise

Education Technology (Edtech)

Other

Microsoft Office, Google Drive, Communication, Technical Writing, Backlog Grooming, Feature Prioritization, Sprint Retrospectives, Sprint Planning, Stakeholder Management, Stakeholder Engagement, Objectives & Key Results (OKRs), Leadership, Proposals, Business Proposals, Process Improvement, IT Project Management, Training, Edtech Design, Product Management, Product Roadmaps, Estimation & Planning, Project Management, Product Strategy, Business Strategy, Innovation, Tools, Version Control, Cross-functional Collaboration, Time Management, Technical Documentation, Team Leadership, Writing & Editing, Microsoft Teams, Salesforce Sales Cloud, Digital Media, Graphic Design, Competition Research, Competitive Analysis, User Interviews, Consulting, Budgeting, Business Process Analysis, Forecasting, Software Implementation, Digital Product Management, Go-to-market Strategy, New Product Development, Product Launch, Product Consultant, Product Strategy Consultant, User-generated Content, Minimum Viable Product (MVP), Staffing, Salesforce, Salesforce Reports, Salesforce System Administration, CRM Configuration, Product Design, Cybersecurity, General Data Protection Regulation (GDPR), Business to Business (B2B), New Business Development, Strategy, Workflow Analysis, Customer Interviews, Usability, Remote User Testing, Roadmaps, Product Thinking, Onboarding, Sales Enablement, Data Analysis, Coaching, Automation, Product Vision, Scaled Agile Framework (SAFe), Pricing Strategy, Strategic Partnerships, Focus Groups, Beta Testing, Beta Programs, User Onboarding, Educational Platform Design

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