Amy Larson

Amy Larson

Work History

Work History

Amy C. Larson

9560 170th Street WestlLakeville, MN 55044lw)

Professional Summary

lResults-driven marketing and communications professional with MBA and over 14 years of progressive experience, including five years management experience at Thomson Reuters, Microsoft Corporation, and General Mills, Inc.

lProven ability to deliver outstanding results in deadline-driven environments.Strong analytical and communication skills with experience developing written and multi-media communications and presentations for senior management and industry analysts, writing/editing technical copy for press releases, advertising and marketing materials.

lExtensive experience successfully leading product launches, end-to-end marketing programs, creative direction, highly matrixed cross-functional teams and providing influence and counsel to senior management.  Strong ability to cultivate relationships with field, senior management, customers, peers, agencies, and press.

Highlighted Skills

lStrategy & campaign development

lCounseling senior management

lProduct positioning & branding

lNew product launches

lCustomer and press relationships

lMarketing and sales collateral development

lLeading direction for creative teams and agencies

lBudget management

Recent Accomplishments:

Managed critical components of the WestlawNext marketing launch that contributed to the overall achievement of one of the most successful launches in Thomson Reuters’ history.  Achieved over 35% brand awareness in first four months and exceeded planned sales/revenue by 150%/73% respectively in first seven months.Key components include complete beta management, advertising direction and execution, market research, influencing creative strategy and agency management, marketing videos, user testimonials, and creation and delivery of highly professional WestlawNext marketing presentations to internal and external audiences.

Professional Experience

thoMson Reuters – eagan, MN (June, 2004 -Present)

Manager, Westlaw Marketing, 12/2007 to Present

Sr. Marketer, Westlaw Marketing 10/2005 to 12/2007

Marketer, LLF Response Marketing 6/2004 to 10/2005

Selected Accomplishments:

lCo-managed with Senior Director the strategic direction for WestlawNext marketing launch resulting  in Awards of Excellence for both the Legal division and Thomson Reuters overall.

lAchieved 35% WestlawNext awareness across the legal market in first four months post-launch.

lConceptualized and delivered on use of three actual customers endorsing WestlawNext in 2010 advertising.

lDeveloped strategy and vision for six WestlawNext launch videos including product commercials and tours, customer testimonials, and more. (See

lLed complete UAT/beta process for WestlawNext which provided critical product feedback to NPD, Creative, Market Research, and Marketing.

lLed entire process of developing the WestlawNext customer testimonial videos for Investor Day, 2010 – strategic plan, customer recruitment, agency management, interviews, and video editing.

lCounseled and collaborated with senior management on development of the 2010 Investor Day presentation.

lSuccessfully launched Alert Center, Customizable Westlaw, CiteAdvisor, KeyCite 10th Anniversary and Headnote of the Day in addition to WestlawNext.

Core Responsibility Highlights

lManage Westlaw product launches, marketing strategies and campaigns, cross-functional launch teams, collaboration with New Product Development, marketing team and marketing budgets.

lSet strategic direction for creative teams developing marketing collateral, copy, and advertising.

lCollaborate with internal and external communications teams on effective product messaging.

lWork in partnership with market research to develop strategic, actionable research projects.

lDevelop and deliver effective marketing presentations across the organization.

microsoft coproration – BLOOMINGTON, MN AND TAMPA, FL

District Marketing Manager/Public Relations Specialist, 8/2002 to 6/2004

Senior Marketing Specialist/Public Relations Specialist, 1/2000 – 8/2002

Selected Accomplishments:

l Successfully managed key product launches for North Central District including: Office XP, Windows XP, Project 2002, and Exchange 2003.

l Developed integrated campaigns that drove attendance of more than 900 IT and business decision-makers and 5500 customers to Windows XP launch events and contributed to achievement of 130% of quota for Windows XP that year.

·Developed a Microsoft Office XP inside sales campaign which achieved a 20,776% ROI ($1.6 million return on a $7700.00 investment).

·Managed successful PR campaigns which received broad corporate recognition as well as articles in Star Tribune and Microsoft’s corporate newsletter.

·Achieved 283% of reach goal and #1 rank in U.S. for driving business owners/IT Professionals to Desktop Licensing events.Exceeded 1800 attendees.

Core Responsibility Highlights:

·Managed marketing strategy and activities for the Gulf States District.

·Developed marketing and communications for North Central District.

·Writer/editor of “TechNet” technology newsletter for five-state area.

·Served as district spokesperson for multiple radio and newspaper interviews

General Mills, Inc. - Minneapolis, MN

Marketing Analyst, 8/1998 – 1/2000

Public Relations Assistant, 8/1996 to 8/1998

Core Responsibilities and Accomplishments

·Implemented marketing programs for GMI brands (e.g. coupons, promotions, and in-store activities.)

·Co-managed development and promotion of the Rainbow Bakery children’s cookbook.

·Successfully managed annual marketing budgets in excess of $50 million.

·Identified a cost-recovery reallocation of over $1.0 million.

·Managed outside agency relationships and customer promotions.


MBA, University of St. Thomas, Minneapolis, Minnesota (2002)

B.A., International Relations: University of Minnesota, Minneapolis, MN (1995)

Management Development Program by DDI (September, 2010)

Mobile Marketing Workshop by ITR Group (September, 2010)

Selected for “Inside Out” Management training, scheduled for October 2010

Other Notable Skills:

Proficient in Spanish with extensive international travel and positive interaction with other cultures.



Spanish Language


University of St. Thomas - Minneapolis

MBA Program - Graduated, 2002

University of Minnesota - Minneapolis

BA International Relations - Graduated 1995

Career Highlights

Thomson Reuters: Lead Marketing Manager on launch of WestlawNext, February 2010.

  • Built and managed successful User Acceptance Testing (UAT) program which provided critical pre-launch product feedback and customer testimonial candidates.  Managed all segment customer recruitment, research strategy, NPD collaboration and customer communications. 
  • Developed strategy and management of six WestlawNext launch videos that drove significant product awareness via social media outlets such as blogs and YouTube.
  • Led all pre- and post-launch testimonial videos including customer recruitment, question development, interviews, agency management and collaborative editing process. 
  • Counseled and collaborated with senior management on the 2010 Investor Day presentation which influenced excellent write-ups and feedback from investors on the direction of the Westlaw business.
  • Managed development of the 2010 Investor Day customer testimonial video. 
  • Conceptualized and delivered on use of actual WestlawNext customers in advertising campaign.
  • Led cross-functional WestlawNext launch team.

Microsoft Corporation: Led key product launches for North Central District including Office XP and Windows XP.

  • Developed integrated campaigns which drove attendance of more than 900 IT and Business decision-makers and 5500 customers to Windows XP launch events.
  • Achieved 130% of quote for Windows XP in launch year.
  • Managed public relations campaigns which received broad corporate recognition as well as articles in the StarTribune, spots on television news and the Microsoft corporate newsletter.
  • Achieved 283% of reach goal and #1 rank in U.S. for driving business owners/IT Professionals to Desktop Licensing events.
  • Moderated interviews with Steve Ballmer and local technology reporters.
  • Developed solid, amicable relationships with even the most difficult of reporters in market.
  • Served as district spokesperson for multiple radio and newspaper interviews on new technology and launch activities.

General Mills, Inc.: Implemented marketing and PR programs for General Mills brands.

  • Co-managed development and promotion of a children's cookbook, The Rainbow Bakery.
  • Wrote copy for radio advertising and promotions for various Betty Crocker brands.
  • Successfully managed annual marketing budgets in excess of $50 million.


I am an established and results driven marketing and communications professional with an MBA and over 14 years of progressive experience in global organizations including Thomson Reuters, Microsoft Corporation and General Mills, Inc.  I demonstrate a proven ability to deliver outstanding results in deadline-driven environments.  I have significant experience developing written and multimedia communications and presentations for senior management and internal audiences, writing and editing technical copy for press releases, and developing advertising, marketing and sales materials.  I cultivate strong working relationships with senior management, customers, peers, media professionals and agencies and also enjoy delivering large group presentations.  I successfully collaborate across the organization including USCL and CGA, field sales, internal and external Corporate Communications, Market Research, Creative Services and New Product Development.   

Community Involvement

Children’s Surgery International –a Minnesota-based, non-profit volunteer organization whose focus is to serve the underprivileged of the world by providing specialized medical and surgical services (primarily cleft lip and palate repair), at no cost to patients or their families.

·Co-chair of the 2006 fundraising gala “Passport to Smiles” which raised over $100,000.

·Served on four separate missions to Venezuela, Vietnam, and Mexico in various capacities.

League President - Crystal Lakes Women’s Golf League – 2006 and 2007