Anthony “Tony” Bordsen- Professional Profile

tonybordsen@gmail.com | 612-807-0103 | 

tonybordsen.com  |  http://linkedin.com/in/anthony-tony-bordsen-812a7429

Overview

Digital Product Leader | B2B E-Commerce | Search, UX, and Conversion Optimization

Product leader specializing in B2B e-commerce platforms, digital experience optimization, and search-driven discovery. Proven track record supporting and evolving complex web ecosystems tied to multi-million-dollar revenue channels.

Experienced in translating business goals into actionable product initiatives, improving how work is defined, prioritized, and delivered across cross-functional teams. Strong operator across UX, Engineering, Data, and Operations with a focus on execution, clarity, and measurable outcomes.

Known for bringing structure to ambiguous problems, identifying gaps in workflows and user experience, and driving practical improvements that help teams move faster and more consistently. Comfortable operating across the full product lifecycle, from early discovery and planning through launch and ongoing optimization, while continuously improving both the product and how it is delivered.

Key Strengths

Over the course of my career working at the intersection of marketing technology, digital platforms, and product leadership, I’ve developed a set of strengths that help teams translate complex challenges into practical, scalable solutions.

Leadership

  • Driving Clarity in Ambiguous Environments
  • Bridging Strategy to Execution
  • Cross-Functional Leadership & Alignment
  • Executive & Large-Group Communication
  • Product Discovery & Prioritization
  • Operational Improvement & Process Efficiency

Product Strategy & Vision

Ability to translate complex business challenges into clear product strategies and roadmaps that align technology investments, user experience improvements, and measurable business outcomes.

Martech & Digital Platform Expertise

More than 20 years of experience working within marketing technology ecosystems, digital commerce platforms, and customer experience systems across enterprise environments.

Product Discovery & Problem Framing

Experienced facilitating stakeholder workshops and discovery sessions to identify the right problems before teams begin building solutions.

Data-Driven Product Decisions

Uses analytics, behavioral insights, and performance metrics to guide prioritization, roadmap planning, and continuous product optimization.

Cross-Functional Product Leadership

Leads collaboration across engineering, UX, analytics, and business stakeholders to deliver scalable digital products and customer experiences.

Complex Problem Solving

Known for innovative thinking and the ability to navigate ambiguous challenges while identifying practical, forward-looking solutions.

Executive Communication & Product Storytelling

Comfortable presenting product strategy, roadmap direction, and sprint outcomes to executive leadership and large stakeholder audiences.

Continuous Product Improvement

Champions iterative development, experimentation, and customer-focused optimization to improve digital experiences over time.

“Tony possess a unique combination of strategic thinking, technical acumen, leadership abilities, and business acumen that drives innovation and delivers value to the company and its stakeholders.”

-Past Manager

Employment History

Senior Product Manager – Digital Experience Platforms                2021- March, 2026

Legrand | AV – Enterprise Digital Commerce & Customer Platforms | Minnesota, USA

Owned execution and delivery of digital product initiatives within a B2B e-commerce platform, partnering across product, engineering, UX, and business stakeholders to improve how work is prioritized, delivered, and measured.

Product Execution & Delivery

  • Partnered with product and engineering teams to translate business goals into actionable requirements and deliverables
  • Supported roadmap planning and prioritization across multiple concurrent initiatives
  • Helped ensure work was clearly defined, scoped, and aligned before entering development

Cross-Functional Coordination

  • Worked across Product, Engineering, UX, Data, and Operations to align on scope, timelines, and delivery expectations
  • Acted as a connector between business stakeholders and technical teams to reduce ambiguity and improve execution clarity
  • Maintained visibility across multiple workstreams to support consistent progress and delivery

Product Lifecycle Support

  • Supported initiatives from early planning through launch and post-launch evaluation
  • Coordinated readiness across teams, including requirements clarity, testing alignment, and stakeholder communication
  • Contributed to iterative improvements based on performance data and user feedback

Data & Performance Awareness

  • Utilized analytics tools (GA4, behavioral data, CSAT) to inform prioritization and evaluate impact of product initiatives
  • Partnered with data and business stakeholders to better understand user behavior and identify areas for improvement

Process Improvement & Operational Support

  • Supported efforts to improve consistency in how work is tracked and communicated
  • Identified gaps in workflows, communication, and execution and contributed to incremental process improvements
  • Helped standardize approaches to requirements, documentation, and delivery expectations across teams

Senior Product Owner & Technology Manager — UnitedHealth Group / Optum

2012–2021

  • Owned marketing technologies roadmap and UX strategies supporting C-Level executive enterprise sales initiatives.
  • Championed Agile adoption; collaborated with design, engineering, and executives to deliver scalable consumer-facing tools.
  • Drove measurable improvements in user engagement and system performance through data-driven iteration.

Technology Manager — Minnesota Vikings (NFL)

2008–2012

  • Supported and managed end-user engagement technologies, and event systems for a major sports franchise.
  • Strengthened stakeholder and vendor partnerships to deliver on high-visibility initiatives.

Senior A/V Technology Manager — Graybow Communications

2006–2012

  • Delivered and project managed AV integrations, event technologies, and live-streaming solutions for corporate and community clients.
  • Led technical teams supporting high-profile conferences, meetings, and productions.

Community & Sports Involvement

Board of Directors, Youth Basketball Association – Webmaster, registration/payments admin, and league setup via SportsEngine.

Youth Sports Volunteer – Coaching, team management, Video streaming/recording.

Education 

Minnesota State University- Mankato, MN

General credits 1999-2001

Institute of Production & Recording- Minneapolis, MN

Certificate of Audio Production and Engineering 2002-2004

Certificates

A-CSPO, Advanced Certified Scrum Product Owner – Scrum Alliance org.

Community contributions and Hobbies

Volunteering and contributions: Board Member; Youth travelling basketball association (Web Master, Communication director), Youth sport coaching, non-profit theatre organizations

Hobbies: Family man, music production, engineering, songwriting and performance, camping, hiking, emerging technologies, woodworking, welding, antique restoration. Experience in multiple Small Business startups and entrepreneurial spirited.