Kristen Crawford
Minneapolis,MN
Summary
Accomplished Senior Digital Operations Producer, with over 20 years of experience in project management, leading cross-functional teams and managing all aspects of a project, from concept to implementation. My signature strengths are my attention to detail, being a resourceful problem solver, leading with a process-focused and solution-oriented approach, a strong collaborator and individual contributor, and my ability to be agile and try new ways of working for the benefit of total team.
My ideal role would utilize my signature strengths of leading and collaborating across multiple teams and partners, keen attention to detail within communications across varying levels of leadership, while elevating my skill set to help drive evolving strategies across the enterprise.
Overview
21
21
years of professional experience
Work History
Senior Digital Operations Project Manager
Target
02.2020 - Current
- Developed operational best practices to implement high-impact creative strategies, driving engagement on our most visited Clothing, Shoes & Accessories homepage, boosting conversion and sales, aligning with emerging social trends, and ensuring seamless cross-functional collaboration and execution
- Shaped the successful launch of the Kendra Scott x Target design partnership, leading the cross functional project team through ambiguity and change. Managed site execution logistics, project planning, and launch day operations, while holding subject matter experts accountable for their action items in weekly team meetings
- Effectively led and managed a significant portion of the A&A digital refresh work, overseeing 69% of the total complex editorial projects and 54% of the team’s category page content volume, all while maintaining an error rate of 1.3% or lower
- Drove efficiency and increased productivity through process and routine simplification - reduced weekly route volume by 80%, consolidated scope of responsibilities by 75%, and decreased time spent in CFT meetings by 85% across our digital CFT, leading to more focused and accountable project management and enhanced process workflow.
- Operationalized our quick impact and contingency processes, to ensure cross functional awareness and increase speed to execute, across CSA L1 and Women's, JA and Family categories, managing a total of 41% of total A&A pyramid contingencies
- Fostered cross-functional partnerships and collaboration, to problem solve and drive greater efficiencies in our work
Senior Project Manager, Marketing
Target
09.2015 - 02.2020
- Led the development and end-to-end packaging execution of 12 successful Target owned brand redesigns and new brand launches for the Apparel & Accessories business, partnering with Creative, Merchandising, Product Design, Engineering and external Vendor teams to meet brand objectives, business goals and guests' needs
- Led the process development and execution of an enterprise digital transformation, collaborating with product design, Creative 3D Production, and Target India teams to create a fully digital workflow for one of Target’s billion-dollar brands
- Consistently managed multiple, complex projects and timelines simultaneously, while leveraging various internal systems and content management tools
- Directed a new workflow process to identify internal gaps and clearly establish team accountabilities and key milestone connection points
- Packaging process and operations manager for 5 divisions and 50+ cross-functional teams within Target's owned brand portfolio
- Budget captain and owner of annual forecast on multi-million dollar spend within A&A businesses
Senior Marketing Specialist, Packaging Owned Brand
Target
04.2013 - 09.2015
- Independently drove packaging initiatives in several product categories exclusively for Target owned brands in the Home & Hardlines and Holiday businesses
- Conducted regular market trend shops and guest research to gain insights on competition and guest shopping habits; incorporated findings into strategy briefs and cycle updates
- Managed annual creative and production budgets; optimized spend to achieve cost-saving targets and provided annual forecast to Marketing leadership
- Leveraged guest, brand and business insights to develop creative briefs to meet cross-functional objectives
Packaging Specialist
Target
12.2007 - 04.2013
- Led the development and execution of private label packaging initiatives
- Liaison between merchandising and creative to develop packaging concepts and solutions through structure, copy and photography / styling
- Primary areas of focus included project management, strategy development and cross-functional team relationship management
Associate Marketing Manager
Life Time Fitness Inc.
02.2004 - 12.2007
- Assisted in the development of strategic national and local planning, marketing mix, acquisition and retention efforts to exceed sales goals
- Helped guide creative agencies to an integrated marketing mix including TV, radio, direct mail, print, out-of-home, collateral signage, promotional items, events and local sponsorships
- Supported presale marketing launch efforts, establishing brand awareness and generating thousands of memberships prior to each grand opening event
Education
Bachelor of Arts - Marketing
University of Minnesota
Minneapolis, MN05-2000
Skills
- Strategic Project Planning
- Client Relationship Development
- Effective Problem Solver
- Detail-Oriented Approach
- Workflow Optimization
- Content Strategy Development
- Cross-Functional Collaborator
- Content Management Expertise
Timeline
Senior Digital Operations Project Manager
Target
02.2020 - Current
Senior Project Manager, Marketing
Target
09.2015 - 02.2020
Senior Marketing Specialist, Packaging Owned Brand
Target
04.2013 - 09.2015
Packaging Specialist
Target
12.2007 - 04.2013
Associate Marketing Manager
Life Time Fitness Inc.
02.2004 - 12.2007
Bachelor of Arts - Marketing
University of Minnesota
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