Amy C. Larson
9560 170th Street WestlLakeville, MN 55044lw) 651-687-6042l[email protected]
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.
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
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
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 www.westlawnext.com)
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
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.