Tiffany Shurr | Area Vice President
Calix

With over 16 years of extensive experience in the technology sector, Tiffany Shurr provides strategic guidance and advisory services to hundreds of global broadband brands. Her career is dedicated to assisting clients as they develop and evolve their own Go-To-Market (GTM) strategies by harnessing the power of data for informed decision-marking—a crucial skill for any business navigating the ever-changing landscape.


As Global AVP for Calix, Tiffany hones her skills to assist new Internet Service Providers (ISPs) in their GTM strategies within the broadband sector. As a leading subject matter expert (SME) for broadband brand evolution, Tiffany has been a featured speaker at some of the largest industry’s events, including Connected Britain and Fiber Connect. She also serves on the board for The Customer Experience & Telco Sales Association (CETS) and Independent Networks Cooperative Association (INCA). ISPs lean on her to understand evolving subscriber needs in this dynamic industry, whether they are just entering the market or revamping their priorities as an established brand.

As the broadband industry continues to shift based on the rapid advancement of technology and brands outside of the industry forming expectations from all consumers, Tiffany and her team are committed to working alongside Calix ISPs to establish and refine their brand identities in the ever-changing landscape. Trends that emerged in the U.S. are now impacting ISPs in the U.K. market, and Tiffany has the expertise to help customers amplify their brand and reposition themselves for success through differentiation.


The biggest challenge for ISPs is moving away from speed and price toward a “subscriber experience first” mindset. A strong GTM strategy is integral to this—and Tiffany spent years perfecting the art of brand building in her previous role at Hootsuite. She’s now able to transfer this knowledge to the hundreds of ISPs she helps at Calix.


By leveraging this insight, she designs ISP strategies that boost unparalleled customer support, run lean data-driven marketing campaigns, offer the right services that subscribers crave, deploy new services with success, and implement proactive communication plans cross-departmentally. Her expertise spans multiple industry verticals and companies of all sizes. She provides clients and partners with a comprehensive framework to develop and execute measurable multi-channel marketing strategies.

Before Hootsuite, Tiffany spent five years supporting the higher education industry as it shifted to include a digital component. This initiative required immense data collection, review, and trend/insight extraction. It also required significant effort to understand privacy and security law by country to ensure all intellectual property was safe and compliant. The government initiatives were significant. It also required a marketing strategy by education institutions across each region to frame what their institution offered to a new pool of potential enrollments (global not just local).


As a leader, Tiffany’s goal is to build an organization that is esteemed, accountable, and trusted for its consultative approach and focus on understanding customers. It is her top priority to build a culture that prioritizes authenticity and safety, where people have fun together and celebrate success! From her perspective, the strongest way to be successful is to listen to the customer, be honest and transparent, and only offer what will positively impact their business strategy. That is the method to building long-lasting, trusted partnerships.


Her approach to leading a team is openness. She believes that the experiences we have at work impact who we are entirely. As such, the interactions we have as leaders are an opportunity to make a positive impact for those on our teams. She is also passionate about equality in leadership, particularly women in tech.


Tiffany also loves to travel, spend time in the garden, and create watercolor art. She is most happy on a beach under a palm tree, reading a good fiction title. She loves to meet new people, learn about them, and—where she can—make their lives easier.