Tyler Stafford Email & Phone Number

Fort Mill, South Carolina, Us

Leading e-Commerce product development for Sunbelt Rentals. * Oversee the eCommerce product portfolio, setting strategic direction, roadmaps, and resourcemanagement across platforms & applications. Sunbelt Rentals eCommerce generated ~100MM in revenue per year, representing a 30+% per year since joining the team. * Leading the eCommerce transition to AEM and Adobe Commerce as part of the enterprise re-architecture initiative to create an omni-channel shopping experience across digital & retail operations. Working with cross-functional domains to integrate key data and workflows to CRM, OMS, TMS, and ERP functions. * Defining & structuring Product Management discipline as a Center of Excellence as part of the Sunbelt Rentals transformation.

Washington, D.C. Metro Area, Us

• Managed Audi Brand Digital Product portfolio, including Audiusa.com, dealership sales applications, and internal development tools.• Transformed the digital operational model as foundational step to meet the 2025 Audi Brandobjectives for digitalization. Set customer-facing products vision, managed roadmaps, and oversaw a team of 6 Product Owners to make Audi consistently rank in top 3 OEMs in J.D. Power Digital Evaluation Study.• Led the development of a unified digital customer experience journey for Audi of America, collaborating with various departments & research consultants. Frequently presented business cases to executive management for digital solutions to address customer pain points.• Spearheaded the modernization of the Audi technical stack for customer-facing products, maturing into a CI/CD system that resulted in a 200% increase in releases YoY and decreasing feature cycle time by 35%. • Sponsored & managed the creation of the Audi Design System, which serves as the basis for all Audi front-end development globally. Improved Audi Brand UI consistency and increased speed of development by ~15%.• Created a distributed development system within US market and worked to implement solution with global (Audi AG) teams.• Established data-driven approach to decision-making through the creation of user-testing, multi-variant testing, analytics, and reporting practices across multiple departments.• Managed the $21MM budget and allocating funding / resources to deliver customer value and achieve departmental objectives on time, on budget, and to scope.• Served as the primary vendor relationship manager for outsourced development & content (~80 personnel). Led an overhaul digital vendor review process, requirements definition, and the selection of vendors to work within the Audi digital ecosystem. • Developed vehicle digital launch strategy and content and partnered with the marketing team to develop go-to-market advertising campaigns.

Reston, Virginia, Us

• Oversaw the strategy, road-maps, & daily operations for Volkswagen digital products including VW.com, SmileDrive App, and suite of back-end micro-services.• Led back-end and front-end updates that improved VW.com lead generation by ~43% YoY (’14-’15) and improved site ranking from 33rd OEM site (Summer ‘14) to the 6th ranked OEM site (Winter ’15) in the J.D. Power Digital Evaluation Study.• Led the launch of an entirely new VW.com site that includes an industry-first “Find A Match”tool designed to connect consumers to the exact vehicle on a dealer’s lot. Digital Experienceaccolades include: Site of the day, FWA (6/13/14) + User Experience Awards, Gold (2014).• Collaborated with IT and Agency counterparts to make necessary architectural & process updates to enable Continuous Delivery for VW.com pipeline (Live in Q4, 2016).• Managed the development and operations of Volkswagen digital paid advertising – in-market, endemic and social advertising. Established programmatic display practices for VW Brand Marketing.• Oversaw the model year update process, ensuring product accuracy and alignment with model positioning. Developing a new model page experience to capitalize on upper-funnel shoppers and drive consideration for Brand.• Developed integrated marketing campaigns to support Brand and Retail marketing initiatives, including the launch of the all-new Golf A7 platform (Golf, Golf GTI, e-Golf, Golf Sportwagen) and tri-annual sales events.

Durham, Nc, Us

Mizuno AccountOversaw the day-to-day operations for the Mizuno account. Responsible for client satisfaction and strategic direction of the account within the agencyManaged the creative development & execution of the Mezamashii Run Project campaign, where Mizuno distributed pairs of running shoes to key influencers and brand loyalists to elicit trial of their product. Campaign resulted in an increase in brand favorability of 54% (from 7% to 10.8%) and Mizuno sales have increased by ~25% since the campaign went live. The Mezamashii Run Project received 5 Effie Awards – the most ever for one campaign at McKinney.Led the strategic & creative development of the “Play Famously” campaign to support the launch of Mizuno’s new game-improvement iron – the JPX-825. Meijer AccountAssisted in the launch of a new integrated brand campaign for the Meijer retailer, including strategic planning and production of through-the-line advertising materialsLed the re-design of the entire Meijer website to align with the new corporate branding. Collaborated with Meijer digital team and development partners to re-design site & launch within an accelerated time period of 90 days. Managed seasonal digital campaigns for the retailer, including several social promotional campaign leverage social platforms (Facebook, Pinterest, etc.)Qwest / CenturyLink AccountOversaw the digital marketing for Qwest® / CenturyLink® consumer products, producing 150 digital executions per quarter and optimizing both media placements & creative executions on a bi-weekly basis (via DFA & Omniture).Established a targeting & re-targeting strategy to provide specific and sequential digital messaging based upon ad exposure & consumer behavior on the site. Resulted in increased conversion rates by 15% and lowered Cost per Transaction to ~$60 (-18% YOY).

London, Gb

Ciba Vision AccountLed global marketing digital initiatives, including the development of a contact lens recommendation tool, strategy development for corporate website structure and social media planning. Assisted in the development of AIR OPTIX portfolio positioning, managing the development of new, through-the-line creative campaign. Diageo AccountAssessed business opportunities with Diageo brand portfolio and outlined business growth / development for Tribal DDB leadership. Managed various digital projects (display, CRM, email campaigns) for Baileys®, Jose Cuervo® and Guinness® Brands. Additionally, collaborated with the global partners in the development of the Guinness® 250th Anniversary site and supervised the implementation of all creative content for the U.S. market and led the St. Patrick’s Day digital campaign for Guinness®, including the development of and implementation of a Guinness® St. Patrick’s Day Facebook page & application.

London, Gb

Johnson & Johnson’s Clean & Clear® AccountPrimary function was to manage digital strategy and execution, acting as the overall steward for Clean & Clear® site and digital initiatives, but acted as the integration lead between Tribal DDB and DDB to ensure that all agency initiatives were collaborative in nature. Responsible for analyzing site metrics, establishing site benchmarks and optimizing creative content. Additionally, worked closely with Universal McCann’s J3 media agency and various third party ad-serving companies to ensure proper development and deployment of digital initiatives (online advertising, branded content, etc.), and collaborated with Agency partners to develop and maintain an effective CRM program, including database acquisition and the creation and distribution of monthly emails to registrantsDeveloped an integrated marketing campaign called the “Countdown to Clear Skin” for the Advantage® Acne Control Kit product that highlighted Clean & Clear® efficacy credentials, that included multi-phase, multi-channel support.

New York, Us

BNY Mellon AccountLed the creative development and production of a new global brand campaign. Executions include two TV spots, digital media and multiple print executions for diverse lines-of-business.

United Technologies Corporation AccountAssisted in the re-branding of United Technologies Corporation (UTC) to the financial community by creating a new “Curious” campaign that increased brand familiarity and favorability with key economic institutions and influencers. The campaign was awarded the Investor Relations Magazine Award for “Best Corporate Advertising Campaign” as chosen and selected by the financial audience for UTC’s “Curious” campaignCollaborated with UTC’s engineering teams to ensure technical accuracy in development of all aspects of the “Curious” campaign. Additionally, assisted in launch of UTC communications in London and Shanghai through coordination and collaboration with global DDB offices.