BrightLogic, LLC

I believe experts should be experts, not task-jugglers. That's why I use AI and automation to free up 5-10 hours a week for service-based businesses. Less busywork, more genius work.

My passion lies in solving sales process challenges. If you're struggling to follow up with your leads, have a large client or lead database you haven't done anything with, or need to book more appointments, send me a DM with "AI Sales"

CEO - ⚙️ Chief AI Consultant

I have spoken (in person & online) at over 80 conferences and events worldwide since 2016. Find my sessions at: https://sessionize.com/heidi-araya/

Current focus of talks: How AI will impact jobs and careers; AI for non-tech folks; Improving Business Results with a holistic, customer-focused approach 

I am an approved Pluralsight author, international speaker, innovator, and experienced workshop designer and facilitator. My book on Lightweight Value Stream Mapping will be complete in 2024.

International Keynote Speaker, Author, Approved Pluralsight Trainer

Crooms Academy of Information Technology

Business Advisory Council

Young Entrepreneurs of Surry

Advisor

ForeverQuest

To empower individuals to unleash their infinite potential by guiding them on a transformative journey of personal growth and self-evolution. Enabling people to reach and exceed their business goals in a rapidly changing world with pragmatic business mentoring and coaching, based on 25 years of experience and ICF coach training. 
Check it out at www.foreverquest.org

Business and Personal Reinvention Guide (passion project)

Value Stream Management Consortium

Designing AI-powered experiences as a Director on the board. I pitched and implemented FlowBuddy, an AI chatbot designed to answer common questions about Value Stream Management.

Director, Board of Directors

BotLogic

We help businesses integrate generative AI technologies to improve productivity. 
We share generative AI tools and techniques for small and medium-sized businesses and organizations. 
We build, train, and maintain AI chatbots for clients.
 Check out our YouTube channel https://www.youtube.com/@brightlogicai

Technical Advisor, AI Automations

Xpirit | Part of Xebia

Coaching, Consulting for Enterprise Transformation
Empowered clients to maximize their time and energy by leading strategic organizational transformations. Utilized a comprehensive approach, including productivity workshops, one-on-one coaching, and tailored interventions to identify inefficiencies and implement streamlined processes. Served as a Delivery Lead, ensuring successful adoption of productivity-enhancing solutions and facilitating lasting, positive change.
In this role, I:
Conducted in-depth assessments to uncover productivity bottlenecks and areas for improvement
Designed and delivered engaging workshops to educate teams on productivity best practices and tools
Provided personalized coaching to help individuals develop more efficient work habits and mindsets
Implemented strategic solutions to optimize workflows, and eliminate time-wasters
Acted as a Delivery Lead, overseeing the seamless execution of productivity initiatives and ensuring measurable results
Empowered clients to reclaim their time, reduce stress, and focus on high-value activities that drive growth and success
By leveraging my expertise in productivity optimization and change management, I helped clients transform their organizations and unlock the full potential of their teams.

Enterprise Transformation Consultant - Delivery Lead

Citrix

As a Director of TPM/Agile in the Engineering Operations Team at Citrix, I spearheaded the transformation of our software development processes, establishing a vision for lean-agile ways of working that empowered teams to deliver value faster and more efficiently. By focusing on principles and outcomes rather than prescriptive processes, I helped create an environment where innovation could thrive, and teams could adapt quickly to changing market demands.
Key achievements in this role included:
Developing and implementing a lean-agile framework that streamlined workflows and eliminated waste
Coaching teams and fostering a culture of continuous improvement
Establishing guardrails and principles to ensure alignment and consistency across the organization
Empowering teams to take ownership of their processes and make data-driven decisions
Driving significant improvements in productivity, quality, and time-to-market

Director, Engineering Operations - Technical Program Management

Enterprise Agile Coach (Director)

The Open Leadership Network

see www.openleadershipnetwork.com
The mission of the OLN is to advance real and lasting progress in the domain of business agility and organizational development through effective change management (e.g., Invitation-Based Model of Coaching)

Founding Member and Advisory Board Member

Coaching Agile Journeys

Coaching Agile Journeys was an online meetup held on Zoom (way before COVID!). We grew a community of passionate meetup attendees that engaged regularly with us for over five years, with average attendance of 50-90 people for the main monthly events. Once a month, we had a main event with a speaker. In between, we scheduled special events, like a special series, an agile cocktail, coaching circle, lean coffee, or meet up to discuss our podcast. Check the recordings out at www.coachingagilejourneys.com

Co-founder and Community Leader

Empowering small businesses to reclaim time and accelerate growth through AI-powered automation | Inventor | Keynote Speaker

Are you tired of feeling overwhelmed by inefficient processes and missed opportunities? 

As a business owner, you wear many hats, but juggling them all can leave you feeling stretched thin and unable to focus on what truly matters – growing your business.

Every inefficient process = A missed opportunity for growth

It's frustrating, isn't it? 
→ Wasting time on repetitive tasks 
→ Struggling to streamline operations 
→ Trying to keep up with the competition

Meanwhile... 

→ Productivity suffers 
→ Valuable time is lost on low-value activities

I UNDERSTAND YOUR STRUGGLES. I'VE BEEN THERE. 

Let's revolutionize your business processes.

With over 20 years of experience in process improvement, I've helped countless businesses like yours break free from the daily grind and unlock their true potential.

Here's how I can help:

My 3-step strategy to transform your business: 

✓ I identify inefficiencies and areas for improvement. 

✓ Together, we develop custom AI solutions tailored to your unique needs. 

✓ You experience increased productivity, streamlined operations, and more time to focus on growth.

AI handles repetitive tasks, freeing up your time and resources. Boost efficiency and productivity without adding to your workload. No more missed opportunities and no more time wasted on manual processes.

My goal: You focus on what matters --Growing Your Business-- while AI takes care of the rest, from data entry and customer inquiries to complex workflows.

→ 50% more time for high-value activities 
→ Streamline your operations and reduce costs 
→ Scale your business without scaling effort

With our AI-Powered Process Improvement System 

You get all this without increasing headcount in a done-for-you system.

Curious to learn more? DM me.

Heidi 💡 Araya

NinjaTrader

Vice President, Product & Design

Primary Venture Partners

As an Expert, I provide strategic advice and guidance to the investment team and founders within the Primary portfolio and broader network. Experts enjoy access to early-stage businesses, emerging trends and technology, and an expanded network of exceptional leaders and resources through a top-tier seed-stage firm.

Primary is New York City’s premier early-stage venture firm working alongside founders to build unicorns like Alloy, Alma, Chief, Dandy Electric, Latch, K Health, Stellar Health, Slice, and many more.

Expert

TrueML

Led TrueML’s core customer-facing applications and machine learning-powered decision engine. TrueML is a fintech transforming debt resolution and empowering 25MM consumers to take control of their debt through a personalized, humanistic approach. Team included product management, design, analytics, content and channel operations.

Key Accomplishments: 
► Leadership: Created company 3-year strategy; formulated vision and strategy for Product organization, defining clear goals, initiatives, KPIs and OKRs. Instituted company-wide product planning and prioritization to drive org alignment
► Profitable growth: Oriented the product team around ROI and client- and initiative-level profitability:
               - Exceeded revenue forecast during tax season (our Super Bowl) by 8% - powered by 75 targeted email/SMS campaigns and a 250% increase in SMS sends, driving a 450% ROI
               - Drove 99% email and SMS deliverability rate through automated data cleansing, reputation building, domain optimization
► Machine learning: drove efficiency of platform and improvement to consumer experience:
               - Spearheaded the build and integration of outbound dialing as a machine learning-driven component within TrueML's intelligent omni-channel communication strategy.  Anticipate revenue impact of $500K-$750K by 2024.
               - Enhanced TrueML machine learning models to provide optimized payment plan terms to consumers, driving 38% lift in payor rate; Delivering AI-powered voice capability for caller authentication and webchat to drive $500K-$1M in annual cost savings.
► Scalability: Expanded core platform capacity by 114% (to 30m concurrent accounts) to accommodate the acquisition of ERC, including a 50% lift in email and SMS throughput

Vice President & Head of Consumer Product & Design

Alight Solutions

Product leader for Alight’s core customer-facing digital applications powering over 200 million interactions by 30 million users including mobile app, web, chatbot, employer portal, and our hyper-personalization capability. Led Alight Product & Design team through 2021 Alight IPO, including build of IPO-centerpiece Alight Worklife™ platform.

Some key contributions from my time in this role:
► Innovated and led build of Alight Worklife™ platform: platform vision and strategy, go to market, new channels incl. new responsive web UX/UI & AI and personalization embedded throughout, branding. Deployed to 100% of Alight’s clients; CSAT increase of 7% and “high effort” score cut 50% within 3 months
► Built Alight’s first true product and design organization, growing team from 20 to 75+ (largely through external hires); instituted OKR framework, enterprise product roadmaps, agile product and ops processes
► Drove Alight mobile app rating from 3.0 stars to 4.8 stars in App Store and 8x improvement in avg monthly sessions through launch of new flagship app; “Top 50” Business App in App Store
► Scaled Alight artificial intelligence (AI) including growing user base for personalization by >300% with targeted, multi-channel messages. Drove tremendous increase in clicks and conversions vs control group
► Engineered and facilitated new, synchronized enterprise-wide release process; drove down client deployment time and improved time to 95% client adoption significantly; led multiple internal and external webinars
► Modernized UX Design and Research to an enterprise function powering 95% of experiences (vs ~25%, 18 months prior): Hired 35+ individuals; launched an accessible enterprise design system and scalable component library; increased design velocity by 65% by introducing and formalizing agile methodology

American Express

Led global team of 30+ with responsibility for driving digital engagement across American Express' customer channel experiences, including product development and program management across key verticals (loyalty, benefits, offers, recommendations) and Amex’s global, multi-channel personalization capabilities. Also led skunkworks product team to re-imagine American Express' high yield savings account including vision/strategy, UX, architecture envisioning, requirements gathering, user and competitive research.

Key Accomplishments: 
►Oversaw product delivery of Amex Offers partnership with Groupon creating a 20x increase in the number of offers available to CMs and increase in cardmember engagement with program in 2020.
►Launched innovative cardholder spend accelerator program that drove persistent stepwise increases in cardholder spend and >20% lift in customer lifetime value (LTV) for enrolled users. 
►Constructed strategic plan and high-level roadmap to generate tens of millions in cost saves by in-housing product user experience and cross-selling to Amex cardmembers who do not already have savings accounts.

Vice President, Product Management - Digital Commerce

Spearhead end-to-end product management efforts in multifaceted roles as team lead for International Consumer Card Shop prospect acquisition sites (since 2015) and, later, for Global Commercial Card Shop prospect acquisition experiences (since 2017). Responsibility for 65M+ visitors and 700K+ new accounts acquired throughout 20 proprietary markets in earlier role. Oversee team of ten product owners, conversion optimization specialists, and UX designers. Maintain 50+ stakeholder relationships.  

Some key contributions: 
► Generated over $1 billion increase in charge volume through build and rollout of three new scalable responsive sites to seven markets, including new UX, innovative site capabilities and site optimization work. 
► Delivered several hundred million dollar charge volume lift via the build and unification of global Commercial Card Shop experience by replacing three site instances with a single responsive web application. 
►Launched 90+ A/B and multi-variate tests, including new pages, features, and user paths, translating detailed site analytics and performance data to new device-specific ideas. 
►Organized countless usability testing sessions in five countries; listened to sales calls, and instituted Voice of Customer (VOC) concepts on prospect website. 
►Drove significant page load improvements with an average of a 35% reduction in weight and load time by identifying and removing blocking scripts and compressing images. 
►Delivered 12% charge volume increase through deployment of channel strategies and big data personalization capability in partnership with the site analytics team.

Senior Director, Product Management - Prospect Web

Led comprehensive product and marketing strategy for partner-issued, bank-branded cards representing $190B in company billings across 160 countries.  Defined benefits and servicing promise based on consumer research, market insights, as well as competitive analysis and continuously aligned with key stakeholders to ensure buy-in. Supervised a five-member team and two indirect reports. 

Some key contributions from my time in this role include: 
► Led development of a super-premium card tier that delivered $8B in incremental global premium card billings (comprised of 15 product launches); built product value proposition, branding, digital platform, sales, and customer experience.	
► Headed initiative to bring 30+ international products across four markets with flawed embedded bonusing into compliance.
► Defined user experience for the white label digital platform for consumer benefit delivery, deployed in 10 countries; built “how to” guide for AXP partner banks to launch websites. 
► Established market-level product line strategy and implemented product actions through localization of centrally-developed benefits, digital capabilities, communications assets, servicing, and customer experiences in collaboration with local teams.

Director, Product Management, International Consumer Cards

Drove completion of five large-scale projects in a two-year span as a key member of American Express’ internal strategy team. Played a key role in team orientation and mentorship.   

Some key contributions from my time in this role include: 
►Led mobile payments strategy and corp dev project in India, B2B product go-to-market strategy in Mexico, global loyalty platform optimization, B2C marketing enhancement for consumer/merchant businesses 
►Served as team lead for recruiting at Columbia Business School; led or co-led three training sub-committees; managed and mentored four junior team members through on-the-job coaching.

Senior Manager, Strategic Planning Group

Churchill Financial

•	Deal management: Coordinated efforts on 22 firm deals and invested $308MM of firm capital by collaborating closely with team members, partners and private equity firms  

•	Deal negotiation: Negotiated terms on 35 transactions. Worked closely with counsel to ensure optimal terms and outcome for Churchill

•	Promoted to Senior Associate from Associate in 18 months (vs. two- to three-year average)

Senior Associate, Leveraged Finance

BNP Paribas

Leveraged loan syndications.  Promoted from Analyst to Associate in 18 months.

Associate

Growth-focused product leader with successful IPO exit and 10+ years experience building ML-powered tech at fintech and HR tech startups and corporates - both B2C and B2B. Adept at scaling products profitably while fostering the growth mindset of teams. I am known as a change agent, a team builder, and engaged mentor. 

As VP of Product and Design at NinjaTrader, I am rapidly scaling a flexible futures trading software platform that puts the user in control. Prior to NinjaTrader, I led Consumer Product at TrueML, revolutionizing debt resolution using ML and a humanistic approach to communications. At Alight, I led the digital product function through its 2021 IPO (>$7B valuation) including pivoting GTM strategy, building a new engagement platform, and growing the team from 20 to 75 individuals.  I developed my craft in 10 years at American Express leading various product teams in customer acquisition and customer loyalty / engagement - most notably I re-envisioned the global Amex “Card Shop” and org to deliver >$20M of incremental revenue, drive down CAC and improve our customer LTVs.

Areas of expertise include:

Product management 
► Product vision, strategy roadmap │ Profitable growth │ User Experience design (UX) │ Analytics & storytelling with data │ Go to market strategy & execution

Technology 
► Personalization, AI, ML, chatbots │ Generative AI application to product │ Mobile app development │ SaaS platform and cloud applications │ A/B testing & experimentation, SEO 

Leadership 
► Building and motivating teams │ International / global delivery │ Client webinars & workshops │ Customer acquisition │ Marketing, brand & finance

Michael Krafft

It was a pleasure hosting our FoundersCard Founders Table Dinner at Mount St. in London last Thursday. The room was buzzing with conversation, laughter, and new connections throughout the evening.

Guests enjoyed a three-course meal from Executive Chef Jamie Shears, perfectly paired with exceptional wines, and left with a special takeaway gift from our amazing partner, Fortnum & Mason.

These networking dinners and our community are a core part of the FoundersCard experience - we hope to have you join next time!

Last week in London, we hosted an intimate Founders Table Dinner in the Swiss Room at  Mount St. Restaurant. With sycamore floors, vintage Swiss art, and the glow of Mayfair just outside, the setting was beautiful, but the real energy came from the members gathered around the table.

Cocktails turned into conversation. A three-course menu became a shared experience. And in a room full of founders, creators, and builders, the stories flowed as easily as the wine pairings.

This is what we love most about these dinners. Not the formality, but the feeling. The moment everyone settles in and you can see connection spark in real time.

Thank you to everyone who joined us. More cities, more tables, more conversations ahead.

taplio

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Heidi 💡 Araya

Michael Krafft

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