Toni Larson

About

Visionary and inclusive marketing executive and proven cross-functional leader dedicated to architecting high-performing growth engines and building teams from the ground up. Expert in full-funnel acquisition strategy with a relentless focus on LTV:CAC optimization, MarTech modernization, and data-driven cultural transformation. Senior growth and marketing leader managing $100M+ budgets and directing enterprise-wide omnichannel measurement, GTM activation, and analytics-led experimentation to accelerate revenue growth and brand equity.

Experience

• Senior Director, Growth Marketing · Edward Jones03-01-2022 – 09-01-2025

  Enterprise-wide growth leader overseeing omnichannel acquisition, full-funnel measurement, and GTM activation. Directed teams up to 16 and managed budgets up to $120M to drive efficient, analytics-led growth and advance the firm’s performance marketing maturity. ● Transformed marketing measurement by deploying advanced models, improving media efficiency 26% YoY and enabling investment decisions tied directly to business outcomes. ● Delivered sustained business impact, exceeding growth targets +21% in 2023 and +18% in 2024. ● Developed a proprietary client segmentation framework with potential for patent application, strengthening personalization, targeting, and lifetime value. ● Led strategy, activation, and performance measurement for client marketing programs to drive product adoption and increase AUM. ● Directed GTM and acquisition strategy for the US Bank banking products partnership (launched August 2025). ● Built and led high-performing teams—achieving a 99% leader index (+33 above firm average)—and elevated organizational rigor in analytics, experimentation, and cross-functional alignment.

• Director, Client Attraction Local & National Advertising · Edward Jones11-01-2019 – 03-01-2022

  Oversaw team of 8, including 3 direct reports, in developing local and national client acquisition strategy across paid media, social, SEO, and sponsorships. Managed budget of $52M-$70M, optimizing expenses to enhance effectiveness. ● Launched new advisor-led acquisition programs, including webinars and LinkedIn Sales Navigator. Drove +90% FA adoption and increased digitally captured leads 80%. ● Increased annual spend 25% in 2021, 30% in 2022, and 35% in 2023 by delivering strong ROI.

• Global Director, Digital Marketing · Softonic01-01-2019 – 09-01-2019

  Led global digital strategy for acquisition and re-engagement across 10+ languages, including P&L, roadmap, and forecasting for SEM, push, email, website, and programmatic marketing channels. Managed team of 8 and $8M budget. ● Reduced marketing expenses 20% annually through various process improvements. ● Increased engagement 120% via segmented and triggered remarketing campaigns. ● Launched Simon Data, a new customer data platform (CDP), integrating existing users and email/push platforms.

• Head of Marketing Strategy & Operations · Groupon11-01-2017 – 01-01-2019

  Headed marketing strategy for content, SEO, SEM, email, digital, merchandising, and operations for Groupon Coupons and Enterprise Retail division. Managed team of 15-30 and $15M budget. ● Increased revenue 15% YoY by enhancing audience targeting and customer engagement. ● Launched new marketing opportunities for retail brands, closing -20% gap in sales goals. ● Maintained 100% team retention throughout 3 organizational changes.

• Senior Manager, Digital Marketing Strategy · Walgreens01-01-2016 – 11-01-2017

  Oversaw omnichannel digital campaign strategy for seasonal, loyalty, and retail programs. Integrated strategies across paid media, email, digital, app, influencer, and store campaigns, including advertising for CPG partners. Managed campaigns up to $50M and offered project leadership as an individual contributor. ● Developed personalized GTM digital marketing for Beauty Enthusiast loyalty program, achieving member acquisition goals 8 weeks ahead of forecast. ● Launched Walgreens’ first digital magazine, driving customer engagement 4x over previous programs. ● Increased co-branded investments $6M YOY, aligning with CPG partner goals. ● Built GTM strategy for owned beauty brands and new products, achieving 100% of sales targets.

• Director, Digital Marketing Strategy & Customer Experience · U-Haul International11-01-2012 – 01-01-2016

  Built and led digital engagement teams across customer service, email, SEO, eCommerce, social media, content marketing, and analytics for U-Haul and affiliate locations. Created MarTech stack, proving ROI on platform and channel investments. Managed team of 2-20 and $1M budget. Led strategic marketing partnerships with major organizations to enhance brand positioning. ● Launched U-Haul’s flagship campaign, “U-Haul Famous,” receiving 20K+ submissions in first year. ● Established 24/7 social media community management, handling 30K+ monthly mentions. ● Drove 18x SEO traffic growth by integrating high-value content and videos on website.

• Manager, Project Management Office – U-Haul Tech Center · U-Haul International05-01-2007 – 11-01-2012

  Established and led U-Haul’s PMO to manage and prioritize technical and product engineering projects, including scoping, reporting, and overseeing stakeholders across product, legal, service, and engineering teams. ● Decreased project timelines 30% by establishing standardized processes. ● Implemented SharePoint sites for projects, increasing on-time completion 30%. ● Reduced legal risk by implementing documentation and retention processes for manufacturing and repair standards.

Education

• Arizona State UniversityTraining, Communications
• Arizona State UniversitySix Sigma Green Belt, Six Sigma Green Belt Training
• PMI InstituteProject Management Training, Project Management Training
• Harvard Business PublishingCohort, Advanced Leadership Cohort
• Harvard Business PublishingProgram, Advanced Leadership: Leading Leaders
• Jody Michaels & AssociatesSeries, Leadership Development Series
• Duarte, IncTraining, Data Visualization
• Edward JonesTraining, Executive Presence. DEI Leadership, Leading through Change
• Google Cloud / CourseraCertification, Professional AI Certification

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