Senior Digital Product
Resume:
Lynn A. Madsen
Lincoln Park, New Jersey 07035
973-***-**** / ********@*********.***/ www.linkedin.com/in/lynn-madsen-089b633
Product Management/ Digital Strategy
Stakeholder Management/AGILE Methodologies
Customer Experience / Design Thinking
Professional Experience
Valley Bank 2021-Present
First Vice President- Digital Banking
Senior Product Manager responsible for defining the digital strategy and roadmap for 230+ Valley bank branches with 1200 personal bankers supporting consumer and commercial customers
Implemented digital account opening for in branch deposit accounts, enhancing the overall user experience and embedding KYC/KYB outcomes in the workflow for real-time decisioning
Contribute to Digital Banking team objective of growing consumer and commercial deposits and product holdings, while reducing associated fraud losses
Accountable for defining, monitoring, and analyzing OKRs and KPIs to gauge product success and inform future enhancements
Collaborate cross-functionally with teams across the bank including lines of business, technology, learning and development, legal and compliance to execute against the digital strategy
Passionate in applying human-centered approach with data-driven decision making to design, build and test customer banking journeys
Expanded responsibilities to leading consumer/small business online banking, including overseeing money movement strategy for Zelle/TransferNow, debit card services and serving as product lead for selection/integration of new credit card provider
Prudential Financial 2011-2021
Director- Internet/Web Applications & Digital Operations
Business lead responsible for advancing the digital strategy and roadmap of Prudential Financials HR employee portal (myPru) supporting 26,000 employees domestically
Lead of the Digital Operations team responsible for establishing operational objectives and delivering on the creative, technical, and strategic production of online content and digital experiences across web, mobile web, and apps
Manage, approve, and prioritize portal initiatives and releases, ensuring integration with other HR and Enterprise objectives within Agile/Scrum development framework
Maintain site integrity of the employee portal through enforcement of content audits and adherence to design and editorial standards
Define and implement short- and long-term plans to increase employee usage and satisfaction with HR digital properties
Serve as usability/user experience expert for HR initiatives leveraging digital technologies, collaboration, and social media tools
American Express Company 1992-2010
Senior Manager – American Express Portal/Online User Experience
(2001-2010)
Supervised global migration of 8,000+ web pages to new content management system by developing the standards for content resulting in a 35% reduction in outdated and inaccurate information.
Defined and designed front-end user experience for new global online employee recognition tool for 60,000 employees resulting in the elimination of over 500 disparate databases and providing consistent awards and award criteria.
Implemented project to outsource HR functionality to 3rd party vendor eliminating manual HR processing and introducing online health & welfare, learning, payroll, and employee/manager self-servicing at a $17MM annual savings.
Created monthly site metrics dashboard, which included content scanning and analysis to ensure compliance with privacy, accessibility, and key industry standards such as Sarbanes-Oxley and HIPPA as well as internal web quality standards.
Conducted analysis of data from employee feedback identifying that employee were not prepared to complete tasks within the applications. Created a process-related information site on the front-end with all information an employee would need for successful completion of a transaction, leading to a 25% increase in employee satisfaction.
Designed and launched a global online request tool developed within the employee portal allowing requestors to track status of request at any time and improving completion time for requests by 45%.
Negotiated annual contract with web development firm in India to provide an additional resource with advanced programming skills, without incurring incremental cost above the $100,000 budget.
Coached 5 business analysts participating in job-sharing pilot providing guidance to analysts in project management, business case development and presentation writing. All 5 analysts were promoted within 12 months following completion of rotation.
Authored and syndicated ‘Guiding Principles of Engaging Websites’ guidelines which became standard requirement prior to design and content creation, reducing rework for new development.
Manager-Electronic Payment & Strategic Operations 1992-2001
Managed Electronic Phone and Computer Payment programs with a total enrollment bass of 3.7MM and $1.4B payments processed annually.
Led aggressive direct mail and interactive marketing campaigns, which increased American Express’ total electronic payment enrollment and usage from 12.5% to 19% of the customer base. Attained goal of migrating 32% of the American Express portfolio to electronic payment channels.
Managed relationship with internal marketing groups and external creative agencies, as well as campaign project planning, budget and ROI metrics.
Identified reengineering for Electronic Payment that resulted in more than $1.5MM booked savings.
Education
Master of Arts
Montclair State University, Montclair, NJ
Bachelor of Science - Accounting
Rutgers University/School of Business, New Brunswick, NJ
Training & Certifications
2023 Product School-Product Manager Certification
2005 Human Factors International- Usability Analyst Certification
2004 American Express Certified Six Sigma Green Belt
2000 American Express Certified Project Manager
Skills
Product Management- Jira, AHA, ProductBoard, Azure DevOps, Confluence, Kanban
Metrics-Google Analytics, WebTrends, Tableau, Adobe, PowerBI
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