I’m a digital strategist helping organizations overcome business, brand, and marketing challenges through results-driven digital solutions.
Experience
Principal Strategist with 15+ years experience across agency and in-house teams
Professional Profile
I’m a results-oriented strategic thinker and doer, partnering with clients to understand their business goals and unique challenges. As a big-picture thinker who understands how digital tactics and tools work together, I “connect the dots” between business and consumer insights to find solutions for complex challenges, turning client needs into an action plan that aligns with their business objectives.
“Tyler has been instrumental in directing a paradigm shift in the strategic use of the web for enrollment management. ”
WORK EXPERIENCE
Principal Strategist
RBA Consulting
2021 to Present
Strategy
Collaborate with all levels of the client organization to help create a digital strategy to accomplish business objectives and reach their goals.
Research
Perform market research, competitive analysis and user research to determine recommended digital strategy and help create personas.
Measurement Strategy
Lead the identification and development of the key performance indicators (KPI’s) to benchmark the success of the recommended digital strategies.
Personalization
Define and execute personalization strategies across multiple digital touchpoints.
Thought Leadership
Develop content on key trends and topics impacting our clients for external publication.
Director, Customer Success and Strategy
O8
2020 to 2021
FUsing Customer Success and Strategy
At O8, customer success is built on solid strategy. The Director of Customer Success and Strategy plays a critical role establishing O8 as our clients’ long-term strategic partner.
The Director of Customer Success and Strategy operates as a senior client strategy lead and a senior Customer Success lead, ensuring these two teams are aligned and positioned to successfully drive results that have a measurable impact on clients’ business objectives.
The Director oversees the daily activity of the CSM and Strategy teams. A key aspect of this leadership role is mentoring and coaching early-to-mid career CSMs and Strategists, guiding and educating them on relevant methodologies and strategies, and ultimately ensuring they will be successful now and in the future as we continue to help them grow their careers.
Marketing Engineer and Customer Success Manager
O8 / Origin Eight
2019 to 2020
Project Management
Led project teams ensuring engagements are completed on-time and on-budget while meeting project goals
Account Management
Developed long-term strategic partnerships with clients to assist in their continued growth and success
Digital Marketing Strategy
Collaborated with clients and internal teams to develop digital marketing campaigns that drive results that have a measurable impact on clients’ business objectives
Quality Assurance
Assured quality of services and project deliverables throughout the customer partnership
University Web Coordinator
University of Wisconsin-Eau Claire
2014 to 2019
Web Strategy
Led creation of the UW-Eau Claire Web Strategy—encompassing several strategies covering all levels of the institution—delivering a more efficient, personalized omni-channel experience that effectively advances the university’s mission, brand and marketing/communications plan, and serves the needs of core stakeholders
Content Strategy
Led initiatives within several campus units to define, organize, and structure content assets to help meet recruitment and cost-efficiency goals
Marketing Strategy
Collaborated with the Marketing team in creating the institutional marketing plan to deliver targeted, personalized content through all stages of the Blugold lifecycle
Project Management
Led several major projects—including co-leading the campus-wide website redesign encompassing 90k+ pages—while ensuring deliverables aligned to strategy throughout project lifecycle
Information Architecture
Led the institution-wide information architecture initiative resulting in a flexible IA model, multi-dimensional institutional taxonomy, supporting systems design specs, and recommendations on department- and unit-level data models
Systems Design and Strategy
Led planning, development, testing, deployment, and continuous improvement of the home-grown Athena Content Hub API and associated applications, tailored to support the institutional web, content, and marketing strategies
User Experience and User Interface Design
Collaborated with our Web and Web Development teams to ensure a fluid, approachable UI, ensuring a positive user experience throughout the content contribution process
Governance
Co-created governance models, documents, and supporting resources for the campus website, mobile app, and select other web properties
Digital Analytics
Led planning, testing, and execution of the institutional analytics strategy spanning several analytics and insights tools, ensuring reliable data collection, analysis, and reporting on defined KPIs to measure success of both short- and long-term goals and objectives
Search Engine Optimization (SEO)
Led analysis, planning, execution, and assessment for the 115+ point SEO plan to address technical and on-page SEO issues, including collaboration on the institutional targeted keyword strategy
Digital Marketing
Collaborated with Marketing and Admissions teams to help develop recruitment-focused digital marketing campaigns including PPC ads, Display ads, IP Targeting, and video ads
Web Accessibility
Collaborated with campus stakeholders to ensure accessibility of digital content, exceeding ADA and Section 508 guidelines to achieve WCAG 2.0 AAA compliance
Training and Professional Development
Created a scaffolded professional development strategy—including lessons, presentations, and supplemental resources—for campus content contributors, Web Team members, and Web Development Team members
Team Leadership and Management
Led the LTS Web Development Team—including capacity planning, sprint planning and management, talent acquisition/onboarding/development, budget proposals, and scrum meetings—and co-led the UW-Eau Clarie Web Team—a cross-functional team of marketing specialists, designers, developers, content production specialists, fifteen student web content stewards, and several campus stakeholders
Usability Testing and Focus Groups
Led usability testing—including website IA, navigation patterns, and mockups—, stakeholder interviews, competitive research, and analytics insights to align the user experience of our digital properties with customer journey maps and associated personas to ensure results-driven project deliverables
Emerging Technology Specialist
University of Wisconsin-Eau Claire
2013 to 2014
Research and Strategic Planning
Conducted research into and established protocols for mobile computing and emerging technologies, and integrated UW-Eau Claire’s mobile strategy into a variety of campus environments
Training and Documentation
Gathered feedback and provided training and documentation for mobile and emerging technologies usage within the University community
Client Support
Supported faculty, student, and staff usage of mobile and emerging technologies across all campus communities
Mobile App Administration
Created and managed the University mobile application on iOS, Android, and Windows platforms
WordPress Administration
Provided administrative support for clients using the WordPress content management system
Device Management
Managed tablets and other mobile devices for University faculty and staff
Consultant
Asterisk Creative
2012 to 2016
Creative Direction
Directed creative work among web, print, motion graphics, and development team members
Project Management
Managed all stages of projects varying from logo designs to comprehensive website redesigns, ensuring quality through thorough planning, research, and testing
Integrated Marketing Communications
Created integrated marketing communications solutions encompassing identity branding, web design, and social media
Web Development
Designed and developed websites utilizing responsive (mobile-ready), standards-based coding structured around a variety of content management system solutions
WordPress Administration and Theme Development
Crafted custom themes and provided administrative support for clients using the WordPress content management system
Search Engine Optimization
Created SEO solutions designed to drive conversions through social engagement, semantic markup, and quality, keyword-rich content
Copywriting and Content Creation
Wrote copy and curated content for web, print, and social media, as well as sales and documentation applications
Social Media Marketing
Developed holistic social media plans designed to foster engagement and get results
Sales & Marketing
Oversaw entire sales and marketing process, from soliciting potential clients to fostering relationships with existing and past clients
AmeriCorps VISTA Coordinator
University of Wisconsin-Stout
2011 to 2012
Strategic Planning
Developed and implemented a variety of long- and short-term projects and programs throughout the community with the overall goal of increasing technology literacy county-wide
Needs Assessment
Conducted assessments to determine the technology needs of the community and made data-informed recommendations for best-practice solutions
Community Outreach and Education
Created a community technology literacy program to help people in Dunn County gain the technology skills and frameworks necessary to become self-sustaining learners
Strategic Partnerships and Service-Learning Management
Forged campus-community partnerships connecting the UW-Stout campus to the surrounding community through high-impact service-learning opportunities, including a program that will put students through a rigorous train-the-trainer program and place them in rural community libraries to offer continuing technology literacy education to the people of Dunn County.
Grant Writing and Advising
Advised a grant with community partners that will afford students the opportunity to work hands-on with cutting-edge technologies like iPads and MacBook Pros to create fresh, meaningful content for the communities of Dunn County, including educational videos and interactive eBooks. The content will be housed in an interactive website that will incorporate both live and archived video, and downloadable curriculum.
Training and Development
Planned and led over 70 presentations, seminars, and workshops covering a variety of technologies and implementation techniques
Feedback and Testing
Achieved a 95% satisfaction rating in training sessions, with over 98% of participants reporting an increase in knowledge/skill/ability
Staff Management
Coordinated both student and volunteer staffers to achieve programmatic goals
Technical Writing
Documented procedures and programmatic efforts to provide both a quantitative and qualitative narrative of the VISTA project
Consultant
Tyler J. Schroeder Consulting & Services
2008 to 2011
Integrated marketing communications plans
Branding and identity creation
Web & graphic design
Front-end development
Copywriting & content creation
Social media marketing
Search engine optimization
Project management
Web Designer
Midwest Data Systems
2008 to 2010
Website design, branding and identity creation, interface design, print collateral design, copywriting, website maintenance, Flash animation
Front-end programming
Standards compliant XHTML 1.0 Transitional/Strict, CSS 2.1/3
Cross-browser testing
Project management: oversaw projects through entire lifespan
“Tyler is incredibly talented in translating client needs into results-driven digital solutions, and has the ability to execute on strategy, from beginning to end, while hitting all of the milestones in between.”
EDUCATION
Leadership Certificate
MOR Associates
2015 to 2016
From MOR Associates: “Leadership can, and should, come from anywhere in the organization. For that to happen, people need to understand what leadership is and why it matters, they need to be able to recognize good leadership when they see it, and they need to experience exercising leadership for themselves. In a nutshell, that is what MOR leadership programs accomplish.
The University of Wisconsin System IT Leaders Program was designed:
To enhance the professional and personal development of individuals who will play increasingly important management and leadership roles within the University;
To broaden each participant’s understanding of the strategic and technological issues facing the University;
To strengthen relationships within and across departments in order to foster collaboration and leverage resources when working on common interests.”
Bachelor of Arts (B.A.)
University of Wisconsin-Eau Claire
2005 to 2011
Major: Comprehensive English & Secondary Education
Minor: Computer Science: Web Design & Development
Additional 48 exploratory credits in graphic design, computer science, and marketing
“Tyler and I have worked together across various jobs and roles over the past eight years. This is not a coincidence, I assure you. When you have the opportunity to work with someone as knowledgeable, driven, and successful as Tyler, you take that opportunity every time.”
SKILLS AND KNOWLEDGE
Core Skills
Project Management
Digital Analytics
Search Engine Optimzation (SEO)
Content Strategy
Certifications
Certified Privacy Professional
OneTrust | March 2024, 2023
Consent & Preference Management Expert
OneTrust | March 2023
Cookie Consent Expert
OneTrust | March 2023
Google Analytics for Power Users
Google | January 2019
Advanced Google Analytics
Google | January 2019
Google Analytics for Beginners
Google | January 2019
Google Tag Manager Fundamentals
Google | January 2019
Google Analytics Individual Qualification
Google AdWords Certification
Google | March 2013
Tools of the Trade
Content Management Systems
Drupal 7 & 8, WordPress, HubSpot CMS, CommonSpot by Paperthin, Concrete5, and SharePoint.
Analytics & Insights Tools
Google Analytics, Google Search Console (formerly Google Webmaster Tools), Google Tag Manager, Google AdWords, Google Data Studio, Hotjar Insights, and Moz Pro.
Marketing Automation & CRMs
HubSpot, MailChimp, Pardot, Microsoft Dynamics via Recruiter Platform, and Slate Recruitment Management Platform.
A/B Testing & Optimization Tools
Google Optimize, Unbounce Landing Page and A/B Testing Tool, Browserstack, and Optimal Workshop’s Suite.
Productivity & Production Tools
Teamwork, Basecamp Project Management Tool, Slack, Evernote for Business, Google Apps for Business Suite, Microsoft Office Suite, LucidChart, OmniPlan, OmniFocus, Adobe Photoshop, Adobe Illustrator, and Adobe InDesign.
Code, Etc.
HTML5, CSS3, JavaScript, Structured Data Formats (schema.org, RDFa)
Supplemental Skills
Design Systems
Responsive Web Design
Digital Marketing (PPC/Display/IP Targeting)
Email Marketing
Local Search Strategy
Ecommerce Strategy
Web Accessibility
Front-end Web Development
Usability Testing and Focus Group Facilitation
Training and Professional Development Workshops
Technical Writing
Website Administration
Budget Management
CONTACT
LOCATION
Minneapolis, Minnesota, USA
Phone
715-869-3955
tyler@tylerschroeder.net
