Kellie Larsen Email and Phone Number
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With over 20 years of experience in corporate retail management, I've been in the trenches, navigating the complex landscapes of operations, customer experience, and strategic planning through the unlock of embracing all technology can do for an ever evolving retail environment. My Retail Playbook: I've worn many hats in my career, from Director of Store Operations at Bed Bath & Beyond to Vice President of Marketing at Party City. I've driven multimillion-dollar initiatives, launched game-changing omnichannel strategies, and even managed a COVID-19 task force (because why not add a global pandemic to the mix, right?).But here's what really sets me apart: I don't just solve problems—I anticipate and prevent them. My experience has taught me to see around corners and identify opportunities that others miss.At Party City, my mission revolved around enriching the customer experience and nurturing long-term relationships. Leveraging a strategic mindset and proficiency in operational omnichannel strategy, I spearheaded the robust development and rollouts of personalized customer experiences in store and through e-commerce, aligning with our commitment to helping customers celebrate all of life’s moments with ease. The teams I lead embrace my vision of operational excellence and customer-centricity, fostering a culture that prioritizes impactful customer interactions.My leadership in crafting and executing Party City's omnichannel strategy not only enhanced customer engagement but also boosted the company's EBITDA. By championing a service-focused transformation, I've contributed to substantial operational efficiencies and sales growth. My approach to mentorship and team development ensures that we continuously evolve and maintain our position at the forefront of retail innovation.
The Metamorphosis Studios
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Co-FounderThe Metamorphosis Studios Dec 2024 - Present -
Vice President Of Marketing - Customer ExperienceParty City Jul 2023 - Sep 2024Woodcliff Lake, Nj, UsI 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. -
Senior Director - Omni And Delivery OperationsParty City Apr 2021 - Jul 2023Woodcliff Lake, Nj, UsI 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. -
Director Of Operations - Front End Experience & FulfillmentBed Bath & Beyond Mar 2020 - May 2021Midvale, Utah, UsUpon 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. -
Corporate Director OperationsIndependent Pet Partners Jul 2018 - Mar 2020Woodbury, Minnesota, UsI 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. -
DirectorCorporate Director - Store Operations At Bed Bath & Beyond / Buybuy Baby Sep 2016 - Jul 2018I 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.
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Senior Project ManagerBed Bath & Beyond/ Buybuy Baby Jul 2006 - Sep 2016Midvale, Utah, UsI 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. -
Label And Packaging Design Director, Purchasing, Logistics ManagerColonna Brothers, Inc. Jan 2005 - Jun 2006
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Sales ManagerDairy Specialists, Llc May 2004 - Jan 2005
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Account CoordinatorPublicis Sep 2003 - May 2004New York, New York, Us
Kellie Larsen Skills
Kellie Larsen Education Details
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Wheaton CollegeCommunications
Frequently Asked Questions about Kellie Larsen
What company does Kellie Larsen work for?
Kellie Larsen works for The Metamorphosis Studios
What is Kellie Larsen's role at the current company?
Kellie Larsen's current role is Co-Founder, Vice President Customer Experience and Operations, Retail Transformation Expert.
What is Kellie Larsen's email address?
Kellie Larsen's email address is ke****@****ail.com
What schools did Kellie Larsen attend?
Kellie Larsen attended Wheaton College.
What skills is Kellie Larsen known for?
Kellie Larsen has skills like Merchandising, Retail, Leadership, Cpfr, Inventory Management, Cross Functional Team Leadership, Visual Merchandising, Sales, Management, Store Management, Pos, Jda.
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