Tyler Larson Email & Phone Number

Minneapolis, Mn, Us

Minneapolis, Mn, Us

Led global product teams of 5-6 PMs responsible for Home Page, Deals, Buy it Again, Gift Registry, & Lists with cross-functional leadership across 55+ Engineering, UX, and Data Analytics team membersIncreased engagement 15-25% with personalized and merchandised content on Home Page by launching a refreshed design after collaborating with UX, Merchandising, and Data Analytics leaders to align on the shared purpose, principles, and key performance metrics to govern the dynamic experienceIncreased cart adds per visit by 21% with new "You may also like" personalized recommendation experience by negotiating with senior Product, Engineering, and UX leaders to partially delay a reorg that would have paused the deliverable indefinitely Aligned cross-functional VPs and stakeholders to new Deals product strategy that united three separate promotions experiences that accounted for >$10B in item markdowns and the majority of negative user feedback by partnering with UX, Data Analytics, and Merchandising to propose a simplified solution after nine months of analyzing customer and competitor data and internal promotions processes and capabilities

Minneapolis, Mn, Us

Led global product teams of 5-6 PMs responsible for the Customer Identity, Loyalty, and Gift Registry with cross-functional leadership across 55+ Engineering, UX, and Data Analytics team members Launched new Target Circle Bonus loyalty gamification platform & experience that drove $191M incremental sales from 36.4M Circle members across 9 campaigns in year 1 and achieved Target's highest ROI at $3.51 incremental sales for every $1 spent by partnering with Loyalty Marketing and Engineering to temporarily reorganize teams and reduce scope across other shared priorities to unlock capacity to build it instead of delaying for 1+ yearsIncreased Circle engagement and beauty category sales by linking and enrolling >1.1M Ulta Rewards memberships to Customer Profiles in first 4 months of partnership after integrating 3rd party Ulta Rewards platform with Customer Profile platform and experience by partnering with key leaders at Ulta Beauty to quickly organize and facilitate inter-company relationship building, shared product and communication routines, scope alignment, and timeline fidelity and managementReduced order pickup cancellations by 10% by launching new "Shopping Partner" Customer Profile feature with >1M adoption in first 6 months after coaching direct report on development of a business case, strategy, and MVP proposal for "collaborative shopping" which they did and used to successfully create cross-team alignment and prioritization to deliverStabilized and grew $500M+ gift registry business by partnering with Merchandising, Marketing, Stores, Finance, UX, Engineering, and Data Analytics to develop a new strategy, redesign the experience, and modernize the platform.

Minneapolis, Mn, Us

Led global product teams of 5-6 PMs responsible for the Customer Identity, Payments, and Loyalty with cross-functional leadership across 55+ Engineering, UX, and Data Analytics team membersSurpassed Circle membership enrollment goals of >50M members in year 1 by reaching it on day 1 with a savvy decision and process to automate enrollment prior national rollout and before new CCPA privacy laws went into effect on Jan 1, 2020 which benefited guests by ensuring existing Customer Profiles were immediately able to engage with the program and earn 1% rewardsIncreased RedCard debit card applications by over 50% (thousands more per month) by launching first online Web application after partnering closely with Financial Retail Services and Engineering leaders to allocate resources to deliver it as a side project for team member growthIncreased gift card balances in Guest Profiles by $50-100M annually and streamlined guest experience with automated process and capability that deposits the balance of promotional gift cards with digital purchases directly to Customer Profiles instead of sending via email by aligning with with Financial Retail Services and Order Fulfillment to deliverStreamlined contact resolution process and increased Mobile Wallet gift card balances by ~$1M annually by partnering with contact center and order fulfillment to deliver and adopt a new feature to directly add gift card concessions to the Customers' Wallet instead of emailSaved >$1M technology staff expenses by doing a build vs buy analysis for shipping address verification services then made decision to negotiate, lease, and integrate 3rd party Experian solution for $50-70k annually and maximize enterprise value by scaling our solution to additional internal organizations needing the same capability

Minneapolis, Mn, Us

Managed the product strategy, discovery, prioritization, and delivery for 4+ products including Customer Identity, Security, Mobile Payments, and Loyalty Memberships with global cross-functional leadership across 30+ Engineering, UX, and Data Analytics team membersLaunched "Target (Mobile) Wallet" and instantly reduced time to checkout and return in store by 15% by enabling guests to combine multiple artifacts into a single barcode scan from their App to securely identify, pay with their RedCard or GiftCard, redeem Circle earnings or coupons, and return items without credit card, receipt, or drivers licenseLaunched mobile phone number identification experience for Circle members at Store POS in six pilot markets, and by mid 2023, combined with Target (Mobile) Wallet, nearly one third of store transactions (28.3%) were linked to the Customer Identity, which continues to enrich enterprise guest data for applications such as personalization and analytics.Increased Shipt membership enrollment and same-day delivery penetration by integrating with 3rd party Shipt platform with Target's Customer Identity and launching a membership enrollment & linking experience after Target acquired Shipt in 2017Increased digital redemption of gift card and digital average order value by 2x with new capability and experience that enabled guests to combine multiple gift card balances into one gift card in their Target WalletImproved RedCard Credit Card Web application completion rate by 42% by launching first mobile responsive Web experience, pre-filling Guest Identity details into forms, and reducing steps in application by 66%Improved perceived load times 2-3 seconds and increased CSAT for Web guest account experience with redesigned and modernized front-end (REACT) and new back-end micro-service integrations

Minneapolis, Mn, Us

Led and managed the product strategy, discovery, prioritization, and delivery for Guest Identity and Order Management and Tracking with global cross-functional leadership across 20+ Engineering, UX, and Data Analytics team membersIncreased share of returning visits that were already "logged in" from 0 to 20% on Web and 0 to 98% on Apps after implementing opt-in to stay logged in for 30 days which resulted in Target CTO decision to require login for digital checkout in February 2017Reduced costly, undeliverable shipments and cancellations by 75% with a new address verification web experienceReduced contact center calls per order by 10% after launching first order tracking experience and convinced leadership to spin-off Order Management and Tracking as its own product team which led to an entire Guest Order Management and Service product organizationReduced operational and technology costs and created a consistent user experience for Web by scaling the responsive mobile website to tablet and desktop screens and sunsetting the legacy desktop Web experience resulting in a single Web experience to manage that enabled a combined digital product orginization

Minneapolis, Mn, Us

Managed Target's iOS Android Apps and Mobile Web Cart & Checkout, Customer Identity, and Order ManagementGlobal cross-functional leadership across 20+ Engineering and UX team membersImproved Order engagement by 70% with "reorder" feature enabling guests to easily purchase items againIncreased share of orders using Customer Identity by 42% by reducing login and registration frictionImproved checkout conversion by 15% by launching Target’s first native Android checkout experience with over 220 user-scenarios and consuming micro-service APIs.Launched multivariate A/B tests on Web and Android resulting in an aggregate incremental revenue impact of $10-$30MDelivered 99.7% crash-free stability for Android app during peak holiday season

Managed and led digital and social creative development for Nestlé Purina Veterinary Diets and KeyBank accountsPublished Purina’s first mobile app for veterinary professionals with GI Diagnostic, a branded utility app for identifying dog and cat gastrointestinal issues and recommending solutions.Transformed the Purina Feeding Guide paperback manual into the Purina Feeding Guide branded utility app to provide personalized Purina feeding recommendations for dogs and cats by leveraging professionally reviewed dietary science formulas and inputs from pet owners.Encouraged pets and owners to lose weight together with Jenny Craig and Purina partnership via co-branded responsive website with tools and challenges resulting in a 36.6% visitor sign-up rateCo-led KeyBank food truck events in Portland, Columbus, and Albany utilizing social media as primary event awareness and traffic driver and mobile web for event-day account acquisition. Resulted in 2000+ mentions on Facebook and 700+ tweets - resulting in a 200% increase in KeyBank's Twitter communityTrained and managed direct reports (Senior Account Executives)

Consumer packaged goods work experience related to Nestlé Purina® brands Chef Michael’s® canine creations, Dog Chow® Mega-brand, and Purina Veterinary Diets®Common responsibilities: starting and managing multiple projects simultaneously; responding to client questions and requests while providing digital, social, and mobile expertise; writing creative briefs; negotiating and writing project contracts; scheduling and leading meetings with client and/or internal agency teams; leading cross-functional brainstorms.Monthly to yearly responsibilities: developing digital web, social, and mobile strategies for the following fiscal year; coordinating with three to five agency partners for multiple integrated campaigns for current fiscal year; providing formal analyses of visitor behavior on websites and Facebook pages.Non-client agency responsibilities: Lucky 13 internship mentor; Lucky13 internship social media advisor; Co-chairman of Fun Committee and event planning

New York, Ny, Us

MRM Worldwide Minneapolis office merged with Campbell Mithun in October of 2010.Campbell Mithun retained MRM Worldwide’s client relationship with Nestlé Purina®.Work experience for MRM Worldwide is reflected in Campbell Mithun work experience listed above.

New York, Ny, Us

New York, Ny, Us

Researched and plotted geographic locations of SuperValu stores on map for visual understanding of SuperValu markets for radio buying teamResearched agriculture industry to discover acreage volumes and densities in United States for soybeans and corn to determine market locations and sizes for Syngenta media planning teamDeveloped fully integrated campaign for Grain Belt Beer with fellow Lucky 13 interns and presented to internal agency judges

Us

Designed, developed, and managed content for multiple websites, emails, and banner campaigns for vacation real estate properties across Minnesota, Wisconsin, Georgia, and Tennessee.Analyzed web analytics data to optimize design for converting visits to leads for sales team.