Dean Croke

BiTA Board Member | FreightWaves Chief Analytics Officer

Because FreightWaves was the founding sponsor of BiTA Standards and runs the BiTA Community Forum, it has a seat on the BiTA Standards Board of Directors. Croke serves as FreightWaves’ member on the Board. He is active in standards development at BiTA and represents the Alliance at meetings and speaking engagements. Prior to joining FreightWaves, Croke was Vice President of Data Products at Spireon, where he led the development of high-frequency telematics data products. He also ran Lancer’s long-haul truck insurance business after years as Vice President of Omnitracs Analytics, where he developed data science technologies for transportation companies. Croke was one of the founders of FleetRisk Advisors (which became Omnitracs Analytics) and has 35 years of experience in data analytics, transportation, supply chain management, data mining and insurance risk management. | 978-760-9659


Chris Burruss


As President, Burruss is responsible for the strategic direction of BiTA, oversees the activities of the BiTA Standards Council (BiTAS) and represents the Alliance at public and member events. A 27-year veteran of the trucking industry specializing in association management, Burruss served as president of the Truckload Carriers Association (TCA) for more than a decade. Prior to that he was President/CEO of the Tennessee Trucking Association and Vice President of the Missouri Trucking Association. | 573-645-5093


Mitch Hixon

Executive Vice President, Member Engagement

Hixon is responsible for all member engagement initiatives deployed to add value to the BiTA Community, yield positive outcomes and attack the ‘pain points’ across the supply chain. He oversaw the construction of the first five BiTA Think Tanks. Hixon is a 40-year veteran of the transportation/logistics sector. Through his extensive industry leadership network, he is recognized as one of the top consultative and solution management executives in transportation. Prior to joining BiTA in May 2018, Hixon was Vice President for Pegasus TransTech. As Vice President of Sales for, an organization founded by author and professor Dr. Yossi Sheffi of MIT, Hixon led the introduction of decision support software systems to a large network of leading transportation providers. | 815-341-5533


David Bradford

Executive Vice President of Community Engagement

Bradford oversees BiTA community engagement for the BiTA membership. BiTA is developing education, content and engagement around technology applications and standards for the freight industry. He has been active in trucking industry sales and management for two decades. He previously held positions at U.S. Xpress, TransCard, Covenant Transport and Lipsey Logistics. | 423-883-6890


Scott Mall

Director of Communications

BiTA’s communications, public and media relations, and website are Mall’s responsibility. A 40-year marketing and communications veteran, he was Vice President of Marketing and Communications at Ryder System, Inc. and also had responsibility for transportation-related issues at the Grocery Manufacturers of America, Miller Brewing Company, the Atlanta Committee for the Olympic Games and at two international non-profit organizations | 404-988-5900

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Soeren Duvier

Managing Director, Asia

Duvier leads the Alliance’s efforts in the Asia-Pacific region. He previously covered various transportation issues in the shipping, oil and finance industries with companies like Maersk, ICAP, Sumitomo and Nordea Bank. Soeren joined the A.P. Moeller – Maersk leadership program “MISE” in 1993. | +65 9066 8726

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Jana Lee

Sales Manager, Asia

Growing BiTA membership in Asia (as well as the entire APAC region) is Lee’s responsibility. She works to provide a platform and create a community for members to come together regularly to share knowledge and ideas on best practices and standards. Lee also engages members to understand their requirements and to provide services such as linking them for possible business collaborations. | +65 9769 4678

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Oliver Haines

Vice President, BiTA Europe

Haines is responsible for evangelizing BiTA in Europe. Prior to joining BiTA, he spent 15 years in the finance industry, first as a sales trader in the equity markets and for the past 10 years as a coal broker covering the physical and derivative markets at BGC Partners. He was involved in the industry standardization of coal contracts and specifications as well as educating market participants on risk management. During his time in the commodities market he was also able to build a deep knowledge of the freight market. | +44 (0)7711 810834