“Always bettering my best.”
Alicia Betha is a dynamic and results-driven Senior Product Leader with over 15 years of experience architecting and executing product strategies that deliver measurable business impact across financial services and technology sectors. Recognized for her ability to scale product organizations, drive operational efficiency, and lead high-performing teams, Alicia combines deep technical acumen with visionary leadership to bring innovative, user-centric products to life.
Currently serving as Director of Agile Product Management at USAA Bank, Alicia has played a pivotal role in shaping the institution’s product vision and three-year strategic roadmap. Her leadership has resulted in transformative outcomes, including the launch of the Secured Card Graduation Experience—enhancing customer retention—and the development of an automated pricing strategy reassignment solution that delivered $20M in annual revenue gains. Known for her collaborative style, she fosters synergy across engineering, marketing, sales, and client success teams to align product development with market demand and internal objectives.
At USAA, Alicia has also built and mentored a world-class product management team, instilling a culture of inclusivity, innovation, and continuous improvement. Her influence extends across stakeholder engagement, where she effectively communicates complex product strategies and performance metrics to executive leadership, ensuring alignment and organizational buy-in.
Previously at Sallie Mae Bank, Alicia held multiple leadership roles, including IT Manager and Senior Product Manager, where she redefined product development practices and championed agile methodologies. She led the successful delivery of a suite of consumer-facing and internal applications, improving operational efficiency, security, and scalability. Her visionary leadership in Test Data Management (TDM) led to a 30% improvement in developer productivity and $400K in cost savings. She also spearheaded the organization’s first TDM strategic initiative, scaling the platform to support expanding development teams.
Alicia’s career is underpinned by a strong foundation in both technology and business. Early in her journey at Cash Connect, a division of WSFS Bank, she managed high-impact projects that automated critical operational functions, including reconcilement and billing, reducing manual labor from thousands of hours to mere minutes. Her ability to translate business requirements into technical solutions and lead enterprise-wide implementations set the stage for her rise as a transformative product leader.
Holding multiple SAFe certifications, including Advanced Product Management and Product Owner/Product Manager, Alicia is deeply committed to agile excellence and continuous learning. She will complete her Master of Science in Management at Wilmington University in June 2025 and holds a Bachelor of Science in Computer Science from SUNY College at Brockport.
Alicia’s leadership philosophy centers on balancing user desirability, technical feasibility, and business viability. She is passionate about leveraging data analytics, cloud technologies, and human-centered design to solve complex challenges and deliver products that resonate. Her career is a testament to her ability to blend strategic vision with hands-on execution, making her a trusted leader in today’s fast-paced digital landscape.
Character
Alicia Betha demonstrates unwavering integrity, resilience, and a commitment to excellence, consistently leading with authenticity and a strong sense of purpose. Her dedication to fostering inclusive, high-performing teams reflects her values-driven leadership style and deep respect for collaboration and growth.
Knowledge
With over 15 years of experience in product strategy, technology, and operational leadership, Alicia possesses a comprehensive understanding of agile frameworks, data analytics, cloud technologies, and user-centric design. Her technical expertise is matched by a strong business acumen, enabling her to drive innovation while ensuring regulatory compliance and long-term scalability.
Strategic
Alicia excels at aligning product vision with organizational goals, creating long-term roadmaps that anticipate market trends and customer needs. Her ability to lead large-scale transformations and deliver measurable business outcomes illustrates a forward-thinking, impact-oriented approach to strategy execution.
Communication
Alicia is a compelling communicator who builds trust and alignment across all organizational levels by translating complex product concepts into clear, actionable insights. Her collaborative approach and ability to influence diverse stakeholders have been instrumental in securing executive buy-in and driving cross-functional success.
