Taylor Andersen Email & Phone Number

United States

• Set the strategy for Programmatic Self-Service and In-Store ad offerings at Target• Contribute to industry standards and IAB guidelines for best practices for Out of Home and In Store advertising for Retail Media Networks• Develop the roadmap for new product launches and product enhancements while leading a cross functional development team to execute the vision.• Manage external vendor partners on the development and execution of 3rd party ad products and supported media.• Draft and release external marketing communications on product releases and updates.• Enable cross system communication to ensure workflow and reporting data streams create operational efficiencies.• Collaborate on Clean Room strategies and methodologies to maximize value and minimize privacy risk.

Minneapolis, Minnesota, United States

• Collaborate with Target clients to create self-service Programmatic campaigns using Target’s 1P in-store and online sales data.• Build custom PMPs for 3rd party media delivery across Target owned and operated media platforms.• Analyze audience demographic and behavioral data on product purchaser and craft actionable insights for campaign development• Ensure seamless execution and delivery of media through PMPs built on customized audience solutions tailored to each client’s needs.• Develop both custom and standardized reporting solutions for leaders to ensure transparency in campaign performance and business health using data visualization tools (Domo)• Architect and build new data streams to enable campaign sales and attribution measurement for client ROAS on Programmatic executions.

Greater Minneapolis-St. Paul Area

• Plan, build and execute Programmatic campaigns in Digital Video 360, The Trade Desk and Campaign Manager on behalf of Target and our Vendor Partners. • Continuously monitor and optimize active campaigns; managing budgeting, frequencies and audience targeting strategies to maximize campaign ROI.• Build and implement a standardized and simplified campaign building process for increased consistency and faster campaign deployment timeline.• Vet new Digital Out-Of-Home technology and media partners for inventory and ability within Target’s current Programmatic ecosystem.• Execute pilot Programmatic DOOH executions for internal recruiting drives for various district initiatives.

- Responsible for planning, building and executing Programmatic campaigns in Digital Video 360 (formerly DoubleClick Bid Manager) and DoubleClick Campaign Manager on behalf of Best Buy and our Vendor Partners.- Continuously monitor and optimize active campaigns, managing budgeting and targeting strategies to maximize campaign ROI. - Deliver comprehensive campaign reporting in existing Dashboards- Institute standardized and simplified campaign building process for increased consistency and faster deployment timeline. - Collaborating on the creation and architecture of Google BiqQuery SQL database.- Developing Tableau dashboards for deeper campaign and category trend analysis.

Greater Minneapolis-St. Paul Area

- Managed cross-functional team projects including new product development, existing product reformulations, logistical changes and external supply chain changes.- Built owned and competitive product performance reports using Nielsen Nitro to analyze segment metrics that informed business decisions.- Crafted pricing & merchandising strategies based on market trend analysis.- Owned brand marketing budgets, overseeing consumer campaign allocation and execution.- Projected sales volumes monthly, quarterly, and annually to guide our supply chain, manufacturing, and finance teams on future business expectations.

- Developed custom Tableau reporting dashboards for multiple media channels, allowing up to the day decision making on media investments and campaign optimizations.- Trained media teams on the use and benefits of data visualizations and automated reporting enabling the adoption of the new process across the agency. - Collaborated with the greater Business Intelligence team to facilitate an agency-wide culture of data driven decision making.

Greater Minneapolis-St. Paul Area

- Manage plan placement entries into our media planning platform.- Traffic campaigns through DCM or other necessary partners and confirm the proper implementation of tags and tracking pixels.- Pull reporting from various partners including DFA, Google Analytics, and various Social platforms (Facebook, Instagram and Twitter), and compile into analytic dashboards.- Create Social campaigns in Facebook and Twitter as needed.Clients Serviced:- Blue Cross Blue Shield of Minnesota - Center for Prevention- Behr Paint- Conn's- Kilz Primer- Red Wing Shoes

Greater Minneapolis-St. Paul Area

- Developed tactical OOH media plans in coordination with other media channels to provide a holistic campaign to deliver on client KPIs.- Managed vendor relationships and leveraged scale to maximize client investments.- Oversaw the execution of the campaign including materials production, shipment, and installation.Client Wins:- Target's "Back to School" Digital OOH campaign which was a multi-market campaign across the country, promoting various weekend sales and state specific tax free holidays during the back to school season.- Blue Cross Blue Shield of Minnesota - Center for Prevention's "Take the Quiz" campaign which required neighborhood level targeting, with location specific creative. This campaign utilized Billboards, posters and transit advertising to encouraging residents of Minnesota to participate in the Center's health assessment quiz, and to see how their neighborhood ranks.- UV Vodka's "#HOUSEofUV" activation. This unique campaign was a 6 market tour that featured branded electric vehicles which offered safe rides for patrons attending UV Vodka tasting parties. These vehicles, driven by brand ambassadors, were offered free of charge and helped to not only raise awareness of the tasting parties, but also served as a responsible way to enjoy the night.

Assist in the development and execution of marketing and media plans designed to meet specific client objectives. - Collaborate on the development of media plans that utilize OOH to achieve the goals of my clients. - Manage the execution process of media plans by providing direction to creative development teams, coordinate the production and trafficking of materials, and ensure timely and accurate posting activation. - Compile post-campaign reporting into client facing recaps, highlighting negotiated cost savings, and campaign outcomes.

Madison, Wisconsin Area