LARSBREDAHL

Work experience

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Saks OFF 5th - Senior Product Manager

Mar 2022 - Present

• Responsible for personalization and customer experience (CX) of product detail page (PDP), navigation, search, and other “top of funnel” functionality for the Saks Off 5th eCommerce site

• Work with engineering, digital operations, external vendors, and business partners to develop and maintain a roadmap

• Launched SO5 Trigger Service which served as the foundation for real-time personalized messages across marketing channels and helped lifecycle triggers drive 10X their demand per day in Holiday 2023

• Led PDP redesign, including new image zoom UI and urgency messaging, that resulted in a 19% lift in Add To Cart (ATC) rate in 2023

• Collaborate with engineering team for implementation and launch of each feature and enhancement

• Coordinate A/B tests across the site to ensure new UI increases conversion rate and key interactions

• Analyze and report on KPIs for the product details pages and related features

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Lenovo - Web Product Manager

Feb 2019 - Mar 2022

• Owned online Services vertical and the customer experience for Lenovo.com eCommerce site

• Managed end-to-end requirement definition for point-of-sale (POS) and after point-of-sale (APOS) upselling of Lenovo's services, software, and replacement parts.

• Led two technical product owners and scrum teams (Services and SaaS)

• Part of team that won the CIO Award in FY1920 for delivering a comprehensive Services Upsell solution across Lenovo's online platforms

• Managed FY1920 eCommerce enhancements that increased Services revenue 80% YoY

• Worked closely with business stakeholders to quantify business impact and business case for new capabilities

• Coordinated with 3rd party vendors, IT and other supporting teams to understand impacts and estimate costs

• Led blueprinting exercises with key stakeholders to address all resources and dependencies prior to development

• Documented process flows, integration mappings and changes to supporting procedures

• Engaged with UX team on concept work, wire frames, comps and prototypes

• Prepared E2E test cases for new requirements across 3rd party and other dependent Lenovo teams

• Established business and web success metrics with analytics team and monitored results

• Reported to executives on progress toward KPIs, trends, projects

 

Comcast - Product Manager

Oct. 2017 - Feb. 2019

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• Own strategy and execution for the Comcast Business self-service platform experience including billing, service preferences, user management, and help ticket tracking.

• Collaborate with business stakeholders and external technology groups to define and execute an integrated strategy and roadmap for the platform

• Lead day-to-day functions and coordination of designing, testing, and delivering new software solutions

• Supervise and empower team of two product owners to plan development iterations and deployments

• Facilitate design, brainstorming, and work sessions

• Define, track, and report key performance indicators (KPIs) for new features and functionality

• Identify areas where process improvements can make a material business impact

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BB&T (now Truist) - Digital Channel Analyst and Product Owner

Nov 2015 - Oct. 2017

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• Develop strategic and tactical plans for BB&T mobile products

• Conduct planning/requirement sessions, monitor budget, facilitate business partner meetings, assist with marketing strategy and participate in testing

• Support project work for implementation, ensure adherence to product plan and act as advocate for clients

• Research, monitor and analyze industry trends, banking and financial services trends, metrics, customer needs and competitive information to guide the planning, development and performance of mobile services

• Recommend product features and the product's multi-generational plan budget, timeline and quality of products implemented

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First Bank - Digital Channel Product Manager

Jun 2013 - Nov 2015

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• Responsible for development and management of digital solutions for retail and commercial clients including online and mobile banking, eStatement delivery, and onboarding for loan and deposit products.

• Oversaw vendor partnerships to ensure successful strategy, development, and optimization of digital experiences within the bank's risk controls

• Developed and implemented cross-channel product launch marketing strategies focused on adoption and utilization

• Analyzed channel-focused KPIs to measure progress against business objectives

• Coordinated product testing across departments and customer groups to ensure product quality

• Assembled product guides for frontline employee education and in-branch sales assistance

• Segmented customer and prospect data for targeted campaigns and personalized web experiences

• Led strategy and development of digital Mortgage Center featuring tools, segmented content, and loan applications

• Designed, tested, and optimized email templates and landing pages to streamline digital sales funnel

• Coordinated data-driven lead generation and nurturing campaigns across web, email, and social media

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Eckel & Vaughan - Digital Marketing Specialist

Apr 2012 - June 2013

 

• Developed marketing strategies for multiple communication channels including social media, web, and email

• Coordinated market research and brand management initiatives including creative briefs, competitive analyses, and brand identity materials

• Managed Google Adwords and social ad campaigns and provide detailed analytics reports and recommendations

• Responsible for agency marketing including social media content, blog posts, agency white papers, and email campaigns

• Leveraged Adobe Creative Suite and Final Cut Pro to develop blog and social media content

• Project Director for North Carolina Energy Forum grassroots marketing campaign

• Clients included American Petroleum Institute, Cree, Restoration Systems, House of Raeford, Harrah’s, ATM USA, and West Village

 

Digital Bungalow - Interactive Account Manager

Sept 2011 - Apr 2012

 

• Coordinated web-based projects for a variety of clients including Dow Jones, New England Patriots, and MyLVAD

• Collaborated with design and development teams to address client support requests and site enhancements

• Developed and managed Digital Bungalow blog and social media accounts

• Analyzed site and social media metrics for clients to optimize web strategy

 

SCVNGR / LevelUp - Brand Marketing Team

June 2011 - Sept 2011

 

• Managed SCVNGR social media accounts and increased audience engagement on Facebook and Twitter

• Implemented weekly social media team meetings to efficiently manage all company accounts and content calendars

• Developed SCVNGR blog posts and coordinated public relations for national and international brand campaigns

• Organized four lead-generating “Game Mechanics” webinars targeting 4,000 national brands

 

Ding Darling National Wildlife Refuge - Interactive Project Manager

Feb 2011 - May 2011

 

• Coordinated construction of a the first interactive nature trail or “iNature Trail” at a national refuge

• Developed project timeline and worked with the client to stay under a tight budget

• Extensively researched QR code functionality and the mobile phone platform

• Leveraged a variety of skills (project management, video editing, design) to accomplish goals