Digital Product & AI Strategy Leader | B2B Commerce | Technologist



I lead product strategy at the intersection of digital experience, marketing technology, and emerging AI capabilities. My focus is turning complex, fragmented systems into scalable, high-performing platforms that improve how organizations operate and how customers engage.

Over the past decade, I’ve worked across enterprise B2B environments driving product discovery, search optimization, and digital workflow improvements tied to multi-million-dollar revenue channels. I specialize in connecting business strategy to execution—aligning product, engineering, UX, and data teams around clear priorities that deliver measurable outcomes.

More recently, my work has expanded into applying AI-driven capabilities across search, recommendations, and workflow automation. I focus on practical implementation—reducing manual processes, improving decision quality, and ensuring new technologies integrate cleanly into existing ecosystems.

I’m known for bringing clarity to ambiguity, identifying where systems or processes break down, and designing solutions that scale—both technically and operationally.

Key Strengths

Leadership & Execution

  • Bringing clarity to complex, ambiguous environments
  • Aligning cross-functional teams around shared outcomes
  • Translating strategy into actionable, scalable execution

Product Strategy & Systems Thinking

  • Connecting business goals to product and platform strategy
  • Rationalizing complex MarTech and digital ecosystems
  • Designing solutions that scale across teams and technologies

Product Discovery & Delivery

  • Facilitating stakeholder alignment and problem definition
  • Leading initiatives from concept through launch and iteration
  • Improving how teams define, prioritize, and execute work

AI, Data & Optimization

  • Applying AI-driven capabilities to improve workflows and decision-making
  • Leveraging analytics and user behavior to guide prioritization
  • Driving continuous optimization through measurable outcomes

“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

AI & Digital Transformation

I focus on applying AI in practical, scalable ways across digital platforms and marketing ecosystems. This includes improving search and discovery, enabling smarter recommendations, and introducing workflow automation that reduces manual effort and increases speed to market.

Rather than treating AI as isolated experimentation, I approach it as a product and operational capability—ensuring it integrates with existing systems, aligns with business goals, and delivers measurable impact.

Employment History

Senior Product Manager – Digital Experience Platforms               

2021- March, 2026

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

I owned product strategy and execution for a multi-million-dollar B2B eCommerce platform, operating at the intersection of digital experience, marketing technology, and backend systems.

My focus was improving how customers discover and evaluate products while also improving how teams deliver and scale those experiences internally.

What I drove

  • Product Discovery & Search Optimization
    Led initiatives to improve search relevance, navigation, and metadata structure using AI/ML-supported capabilities (Coveo and internal models). Reduced friction in product discovery and improved alignment between user intent and content structure.
  • MarTech & Platform Alignment
    Unified fragmented digital initiatives across search, content, analytics, and UX into a more cohesive product strategy. Ensured investments worked together rather than creating isolated improvements.
  • Workflow & Process Efficiency
    Designed and implemented scalable logic frameworks (faceted navigation, dynamic page generation, structured taxonomy) that reduced manual effort and increased speed to market.
  • Data-Driven Product Decisions
    Leveraged GA4, behavioral data, and CSAT insights to guide prioritization and evaluate performance. Helped shift conversations from opinion-based decisions to measurable outcomes.
  • Cross-Functional Leadership
    Aligned Product, Engineering, UX, Data, and Operations across multiple concurrent initiatives. Acted as the connective layer ensuring clarity, feasibility, and forward progress.
  • AI & Emerging Capabilities
    Led early exploration and integration planning for AI-driven chatbot experiences and enhanced recommendation systems, focusing on practical implementation and long-term scalability.

Senior Product Owner & Technology Manager — UnitedHealth Group / Optum Innovation- R&D

2012–2021

Led product strategy and delivery for enterprise marketing technology platforms supporting large-scale digital engagement and executive sales initiatives.

What I drove

  • Product & Platform Strategy
    Defined roadmaps for marketing technology platforms that supported digital engagement, lead generation, and customer experience across enterprise environments.
  • Cross-Functional Product Leadership
    Led collaboration across engineering, UX, and business stakeholders to deliver scalable digital solutions aligned to business objectives.
  • Agile Transformation & Delivery Maturity
    Championed Agile practices and improved how teams planned, executed, and delivered work—resulting in better alignment, faster delivery, and increased transparency.
  • Data-Driven Optimization
    Applied analytics and user behavior insights to continuously improve platform performance, engagement, and usability.
  • Stakeholder Alignment & Discovery
    Facilitated workshops and discovery sessions to ensure teams were solving the right problems before committing to build.

Early Career

Technology Manager — Minnesota Vikings (NFL)

Managed digital and event-based engagement technologies, supporting high-visibility operations and vendor coordination.

Senior A/V Technology Manager — Graybow Communications

Delivered and managed AV integrations and live event technologies, leading technical teams and supporting large-scale 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.