Kellie Larsen Email & Phone Number

Woodcliff Lake, Nj, Us

I was promoted to lead the development and implementation of Party City's customer relationship marketing strategy, aiming to nurture profitable, long-term customer relationships across channels. My role includes crafting the customer experience strategy, segmenting customers, and aligning roles, functions, and processes to enhance mutual satisfaction and maximize customer lifetime value. I am responsible for managing the CRM revenue goals and budget within ROAS targets, and I support the ongoing development of all team members through ongoing mentorship and coaching.One of my key achievements was spearheading the development of personalized customer journeys, which involved identifying customer needs, audience segmentation, messaging and offer strategies, and engagement timing. This initiative significantly impacted acquisition and retention channels, as well as on-platform customer experiences. Additionally, I established the Consumer & Data Analytics and Insights team, which utilizes data sets and models to analyze business and marketing performance, influencing strategic business decisions across the company.Currently, I am focused on transforming CRM organizationally by expanding it to support all channels beyond email and text, including digital and the total customer shopping experience. This involves building the system ecosystem and ensuring it aligns with our evolving business needs and customer personalized shopping expectations.

Woodcliff Lake, Nj, Us

I was initially brought on board to craft and execute a comprehensive omnichannel strategy, aligning it seamlessly with our business objectives and elevating customer engagement across various platforms—be it in-store, online, or on mobile. As the leader of the Omni Channel and Delivery operations team, I orchestrated the implementation of shipping, delivery, and all store fulfillment strategies, ensuring the prompt, accurate, and cost-effective delivery of products to our customers.One of my significant achievements was spearheading the development of our company's inaugural omnichannel technology roadmap, which helped lay the groundwork for establishing company wide efforts around technology roadmap planning. This initiative revolutionized our approach to long-range goal planning, fostering greater accountability and leveraging technology to create essential tools and resources for both our stores and customers.I also played a pivotal role in translating our business strategy into product strategy, meticulously setting pricing strategies to meet revenue and profitability targets, refining core positioning and messaging, and catalyzing action across the organization to successfully launch technology solutions into the market. Throughout the lifecycle of our systems, I owned every aspect—from gathering customer feedback and defining requirements to troubleshooting issues and ensuring commercial success.

Midvale, Utah, Us

Upon rejoining the company, I assumed a pivotal role in the Store Operations Transformation Initiative, spearheading the shift from operationally driven to service-centric stores. This transformation, underpinned by operational best practices, delivered EBITDA benefits of approximately $132 million through enhanced labor productivity and improved sales margin contribution.In my capacity, I oversaw various critical aspects, including people development, team building, recruitment, performance evaluations, overall sales, and P&L management.One of my notable achievements was expanding customer purchasing options by introducing innovative initiatives such as Buy Online, Pick Up In-Store (BOPIS), Curbside Pickup, and Same-Day Delivery. These initiatives collectively drove a remarkable $1 billion in omni-channel sales in the first year of implementation.Additionally, I led the successful launch of Self-Checkout kiosks, which not only facilitated a contactless and seamless customer checkout experience but also significantly enhanced operational efficiency. Furthermore, during the challenging times of the COVID-19 pandemic, I directed the company's task force in implementing robust safety protocols, managing COVID-19 testing efforts, and overseeing the safe reopening of stores following temporary closures mandated by local authorities for non-essential businesses.

Woodbury, Minnesota, Us

I joined this innovative startup with a mission to revolutionize the customer experience, blending digital and in-person interactions to create a seamless journey. As the leader of a 15-person team, including three direct reports, I oversaw all in-store and company operations, managing the controllable expense budget performance and implementing store action plans to enhance four-wall EBITDA. Reporting directly to the CEO, I played a pivotal role in driving the company's growth from inception to 175 nationwide retail locations in just two years, generating $200+ million in annual revenue.Of note, I developed and managed the organization's $30 million annualized labor model. Through strategic optimization initiatives, I successfully saved the company more than $2 million in labor costs within a single year. Additionally, I led the integration of teams and technologies from nine+ acquired companies, consolidating them into a unified support structure and enterprise-wide technology platform.Furthermore, I spearheaded the launch of a cloud-based mobile POS/ERP/merchandising solution, which involved migrating more than seven legacy systems and back-office processes. This streamlined our procedures and provided real-time inventory visibility, enhancing workload management for Pricing functions. Additionally, I played a pivotal role in the strategic development, testing, and launch of three new e-commerce sites, driving further omnichannel revenue growth for the organization.

I was promoted to lead a dynamic 12-person team, including seven direct reports, overseeing all in-store and front-end operations. Simultaneously, I served as Senior Project Manager, providing innovative solutions to complex business issues and collaborating across functions.One of my key achievements was spearheading the rollout of a new POS system featuring a "best deal offer" that automated coupon calculations, reducing transaction times by 15%. Additionally, I managed the process and execution of all in-store online ordering fulfillment, contributing to a 10% increase in sales.I also implemented a custom furniture system, enhancing nursery glider customization options. This system provided visibility into product tracking and lead times, resulting in improved customer service and delivery program management, leading to cost savings.Finally, I oversaw all Pricing and Inventory Control Processes, collaborating with IT to develop a web-based pricing application. This innovation allowed for real-time inventory visibility and workload management for pricing functions, optimizing workforce scheduling.

Midvale, Utah, Us

I advanced twice to oversee projects involving new or existing hardware/software deployments, collaborating with IT, vendors, and business teams to devise technology implementation strategies. I closely coordinated with IT and Store Support to schedule and follow up on all store technology upgrades.

New York, New York, Us