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Work Background
Project Consulting Group (PCG)ECommerce & Digital Experience Program Manager at Copeland
Jan. 2024United States• Manage the re-platforming of a global digital experience and e-commerce program as a part of a manufacturing client’s Transition Services Agreement (TSA).
• Partner with 12 vendors to deliver a modernized, best-in-class customer experiences and eCommerce platform operating in 19 global locales including new CMS, Commerce, DAM, PIM, TMS and API Gateway.
• Lead team through creation of measures of success, timeline, roadmap, RACI, program meeting cadence, communications, leadership updates, testing, issue resolution and go-to-market plan. • Collaborate with engineering, design, data science, analytics, sale and marketing. Built consensus with leadership and internal stakeholder groups.
• Evolve organization’s agile practice and introduce new tools and processes.
It's Plain & SimpleFounder | Product Management, Agile Coaching & Copywriting
Mar. 2023
PCG | Project Consulting GroupAgile & Product Management Coach at American National Insurance Company
Mar. 2023 - Dec. 2023Minneapolis, Minnesota, United States• Positioned client to drive $7.5B in new business by supporting Transformation Management Office (TMO) with a tailor-made agile framework.
• Stood up a customized 4-team agile pilot program. Rapidly scaled the program into 16 Agile Product Teams and 4 Agile Release Trains (ARTs) in 10 months.
• Partnered with our team to train 200+ agile team members on SAFe Agile. Co-lead continuous education through Product, UX and Scrum Communities of Excellence (COE).
• Collaborated with engineering, design, data science, and analytics resources to deliver features with strong customer and business value. • Created objectives and defined cadences to track performance of products and measured impact of product enhancements; communicated impact clearly across the organization and used it to drive prioritization in the next Program Increment.
ChiefMember
May. 2022 - Apr. 2024Minneapolis, Minnesota, United StatesChief is a private network built to drive more women into positions of power and keep them there. It is the only organization specifically designed for the most powerful women executives to strengthen their leadership, magnify their influence, and pave the way to bring others with them.
U.S. BankVice President | Group Product Manager, Partner Card Acquisition Platforms
Jan. 2021 - Mar. 2023Greater Minneapolis-St. Paul AreaLed product portfolio through developing strategy, executing delivery, driving platform re-architecture strategy, orchestrating the migration of all partners to a new platform and driving iterative enhancements of the digital experience to achieve incremental card revenue.
• Collaborated with business line leaders and technology partners to develop multi-million-dollar CapEx request that funded this portfolio of work.
• Built team from 0 to 1, delivering first MVP release in 5 short months.
• Scaling a team of 6 senior product managers responsible for 10 high-performing full-stack teams and an $17MM budget.
• Head product strategy, OKRs, road mapping, delivery and life-cycle management of the partner card acquisition platform.
• Accountable for delivering the robust Cloud Apply white-label card acquisitions platform that replaces and sunsets 2 legacy platforms.
• Ensure the customer journey is seamless across the cards ecosystem as customers shop, apply, onboard and service their credit card.
• Evangelize product vision, goals, product OKRS, KPIs and progress to the organization and key stakeholders
- Collaborate with Risk, Compliance and KYC teams on PII, PCI and fraud prevention strategies
U.S. BankVice President | Group Product Manager, Core Card Experiences
Apr. 2019 - Jan. 2021Minneapolis, Minnesota, United StatesChaired bank’s #2 priority project – Pandemic Prepaid Card SWAT Portfolio
• Delivered $43Million in cost saves in 9 months by driving iterative monthly releases to mobile, web and IVR.
• Re-platformed Prepaid iOS and Android mobile apps in 9 months.
• Led 8 workstreams designed to address exponential call volume and digital platforms transaction volume due to increased Unemployment Insurance claims.
• Orchestrated daily standups with Vice Chairs to share progress, resolve blockers and gain quick approvals.
• Partnered across the organization with engineers, research, analytics, design, operations and finance Headed portfolio of 6 full-stack teams for the consumer and business segments of the credit and debit card digital product portfolio including mobile apps and desktop platforms.
• Delivered and enhanced card features based on customer data, research and co-creation: including payments, subscription management, alerts, travel notifications, lost/stolen/replacement cards, collections, balance transfers, credit line increases, add authorized users.
• Measured impact of product enhancements and initiatives. Continuously optimized product performance. Led relationships with industry analysts and improved ranking of digital products.
• Partnered across the organization with business lines, engineers, user/customer experience, research, analytics, design, risk/compliance/legal, operations and finance.
• Launched Google Pay and PayPal digital wallet features as well as PayPal Pay with Rewards payments feature in iOS, Android and Online Banking platforms.
-Crafted features that drove behavioral change and engagement
U.S. BankVice President | Principal Product Manager, iOS Mobile App
Jan. 2018 - Apr. 2019Minneapolis, Minnesota• Part of leadership team that stood up "an internal startup" focused on setting vision and strategy to re-imagine the U.S. Bank mobile app. Took it from idea to implementation increasing Keynova banking app ranking from #8 to #1 in 2 years.
• Chartered and drove 2 full-stack teams - product, UX, engineering and scrum professionals.
• Established design system, navigation schema and architectural approach for the new mobile app.
• Led digital and agile transformation within teams, internal stakeholders and supporting teams.
BUNCE Performing ArtsBoard Member
Oct. 2017 - Oct. 2020Maple Grove, MNMarketing & Fundraising
U.S. BankUser Experience Design Director, Usbank.com & Online Banking
Mar. 2017 - Jan. 2018Minneapolis, Minnesota• Product managed Super Bowl Awareness campaign on Usbank.com - 0 to launch in 6 months.
• Helped build the UX department from a team of 16 to 75 in a 9 months.
• Recruited and retained top talent and implemented UX intern program with co-leads. • Pioneered Community of Practice groups for visual design and content strategy.
• Launched digital re-branding and collaborated on atomic design system.
• Led redesign of e-commerce banking experiences that help users shop and compare financial products and services.
• Directed product design for a new Wealth Management product.
• Digital Accessibility Training, Deque. • User experience design for ATMs
It's Plain + SimpleFounder | Product Management, Product Marketing & Experience Design Consulting
Dec. 2016 - Mar. 2017Greater Minneapolis-St. Paul Area- Developed product marketing and engagement strategies for Verizon Fios TV Field & Call Center teams with BI Worldwide
- Drove go-to-market strategies, value prop development, competitive analysis and business development.
- Led creative direction, brand strategy and experience design for digital and physical products.
ReviveVP Digital Strategy - Content & Product
Oct. 2015 - Nov. 2016Greater Minneapolis-St. Paul Area- Transformed the way healthcare organizations communicate with business and consumer audiences - Drove digital transformation for large health system clients and for the agency.
- Built content strategy, creative and user experience practices at the agency
- Led brand vision, strategy and implementation for C-Suite clients
- Developed product strategy and marketing plans for healthcare systems, medical device, healthtech and insurtech clients
- Directed digital, social, video and traditional media campaigns and programs
- Set vision for the content strategy department, defined processes and best practices including COPE and Design Thinking frameworks
- Participated in quarterly and annual business reviews with account teams to drive holistic change across all agency disciplines.
- Attracted, mentored and retained top talent
- Partnered with health tech clients including athenahealth, Arcadia, BCBS, Livongo, Vanderbilt Health
UnitedHealth GroupAssociate Creative Director | Content, Strategy & Design
Mar. 2015 - Oct. 2015Greater Minneapolis-St. Paul Area• Part of in-house create leadership team that helped bring Leo Burnett's Cannes Gold Lion-winning
"Ways In" campaign to life in mobile, web, print and digital advertising. • Led copywriting and content strategy practice for in-house creative agency.
• Developed brand voice guidelines, brand architecture and evolved the brand through visual design and messaging.
• Developed best practices, processes, metrics and reporting.
• Managed regional and language versioning of complex member print communications.
• Co-lead digital transformation for email, customer portals, public facing web properties.
Digital RiverGlobal Creative Director
Jan. 2014 - Mar. 2015Minneapolis, minnesotaDigital River Creative Studio
- Founded a global in-house creative studio that served U.S., Canada, LATAM, EMEA & APAC
- Elevated creative product for SAAS e-commerce & payments platforms and advertising channels
- Drove brand and creative strategy
- Oversaw user experience research and human-centered design practice in an agile SAAS environment
- Led content strategy and copywriting
- Directed corporate web team including user experience, design, content strategy, translation, development and QA
- Grew video production studio and capabilities
- Defined processes, metrics, reporting, needs assessment, project scoring, and cost models (staff utilization, region-specific rate card)
- Managed creative services P&L MarketForce Digital Agency
- Led creative, user experience and development team for this client-facing digital agency with staff in 5 countries
- Oversaw design, copy and development work for site optimization, A/B testing, marketing automation and lead generation programs
- Defined processes, metrics, reporting, needs assessment, project scoring, and cost models (staff utilization, region-specific rate card)
- Collaborated with new business development teams
- Attracted, recruited and retained talent in US, UK, Canada, India and Taiwan
- Clients included: Microsoft, Blackberry, Logitech, Lenovo, Ubisoft, Wild Tangent, Kaspersky, Nuance, Autodesk BlueHornet (Email Service Provider)
- Led agency creative, user experience and development team
- Managed branding and content marketing
- Elevated creative product
- Clients included: Zappos, PacSun, The Limited, Bed Bath & Beyond, Allen Edmonds, One Kings Lane, Harry & David, Indochine
It's Plain & SimpleFounder | Creative & Digital Strategy Consulting
Dec. 2013 - Jan. 2014Aveda, Blue Cross Blue Shield of Minnesota & JT MegaAveda: Concepting and compelling copywriting for in-store signage and brochures.
BCBS: Content strategy and copywriting for www.bluecrossmn.com.
JT Mega: Digital & content strategy for Hormel websites and banner ads.
Mystic Lake Casino HotelDirector of Creative & Advertising
Jun. 2012 - Nov. 2013Prior Lake, Minnesota- Oversaw strategy, development and implementation of all advertising: TV, outdoor, online, print, radio, décor, digital signage, direct mail, promotions, social media
- Directed creative strategy, design, copy, branding and user experience
- Led brand strategy including research, positioning and rebranding initiatives
- Headed social media strategy
- Managed creative team, media team and agency partners
- Built video and motion graphics team
- Reviewed metrics to evaluate the effectiveness of advertising programs
- Responsible for forecasting operating expenses and managing the P&L for the advertising and creative departments
- Guided marketing strategy for Mystic Lake Store at the Mall of America
- Directed creative/strategy for Telly Award-Winning TV Spots
- Attracted, recruited and retained top talent
GageGroup Creative Director
Jun. 2010 - Jun. 2012- Led the creation of digital experiences for 3M, Thomson Reuters (FindLaw) and UnitedHealth Group
- Drove digital transformation that helped grow beyond the agency’s traditional print and broadcast work.
- Managed a team of art directors, user experience designers, writers, content strategists and associate creative directors
- Acted as a content strategy and copywriting thought leader in the agency
- Directed brand strategy projects for national CPG brands
- Partnered with cross-functional teams on new business pitches
- Crafted content strategies, messaging plans and roadmaps
- Built and fostered client relationships
- Identified and implemented process improvements for agency's SOW, RFP, and project scoring and intake
- Attracted, recruited and retained creative talent
- Worked on 3M Post-it®, Pruven, Scotch-Brite, Scotch Blue
CreatisStudio Creative Director & Digital Product Manager
Jan. 2010 - Jun. 2010- Managed in-house creative team
- Coached and provided staff development
- Directed creative work
- Worked on Ameriprise, Allianz, Allina Health and Caribou Coffee accounts
- Drove social, digital media and content strategy; information architecture; and user experience solutions
- Responsible for Content Strategy including messaging plans, taxonomies, CMS needs and SEO requirements
- Participated in research, strategy briefings, agency and client presentations
- Led digital transformation for clients and the agency.
Target 2004 - 2009Digital Creative Director
Apr. 2008 - Dec. 2009- Drove all aspects of the interactive creative experience ensuring delivery of creative at the quality level of the highly recognized and successful Target brand
- Spearheaded digital transformation efforts across the creative and marketing divisions.
- Oversaw the planning and implementation of division's digital communication strategies
- Led the creation of rich, rewarding relationships with users through entertaining and useful content/tools/experiences
- Directed experience design: IA, functionality, content, visual design, motion graphics, video, mobile and social media
- Managed and mentored a team of 4 creative managers
- Worked on Boots & Barkley, Target Pharmacy, Up & Up brands.
- Directed creative work by a roster of award-winning, industry leading agencies including: Wieden Kennedy, AKQA, Schematic, R/GA, BBDO, Grupo Gallegos, Olson, Black Design, Fame, Knock
TargetAssociate Digital Creative Director
Aug. 2005 - Apr. 2008- Directed the concept, creation and execution of creative campaigns and e-commerce experiences for Target's home decor, grocery, owned brands, gift registries, pharmacy, clinic, photo, corporate, community relations, financial services departments (credit, debit, gift and corporate cards)
- Drove integrated media projects: in-store kiosks and store signage-to-mobile efforts in support of digital transformation.
- Managed creative user experiences: websites, e-mails, banners, video, in-store kiosks and hand-held devices, mobile and social media.
- Led an internal creative team of 11 (writers and designers) and top digital agencies to deliver innovative, award-winning, sales-driving and awareness-building creative work.
- Recognized through the following industry awards: 2008 Internet Advertising Competition, The Show 2006 and 2007
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