The CommonSensical BA
Deena has built a solid reputation for delivering award-winning work, through more than 20 years of diverse experience in the ever-changing digital marketing arena. Deena has managed and leads teams in scope definition, requirements management, architecture, design, development, deployment, and optimization. She is known for her ability to infuse innovative processes and techniques that facilitate strong collaboration between Technology, Business, and Creative teams. Deena is also a public speaker and trainer. For more than 10 years she has shared her passion for bringing CommonSense back to the conversation. She has been proud to present at Refresh Detroit, SE Michigan IIBA, Project Manager Summit/Business Analyst World Conference in Chicago in 2013 and November 2018, and more. She is also the author of the Commonsensical Series: A Guide for Project Managers, Business Analysts, and Product Owners. This is a series of eBooks, eCourses, and presentations that focus on bringing some needed CommonSense back into the complex world of interactive project delivery.