About · Practice & bio
Bio
Tyler Schroeder is a Senior Principal Strategist based in St. Paul, Minnesota, USA, with more than 15 years of experience in the field. His work focuses on data privacy as a strategic discipline, accessibility, responsible AI governance, and digital transformation—helping organizations make informed, defensible decisions about their digital investments. A certified privacy professional and Google Analytics practitioner, Tyler writes regularly about the policy, governance, and strategy issues that define where digital is heading.
Experience
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2021 to Present Managing Principal, Strategy RBA Consulting
- 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.
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2020 to 2021 Director, Customer Success and Strategy O8
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.
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2019 to 2020 Marketing Engineer and Customer Success Manager O8 / Origin Eight
- 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
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2014 to 2019 University Web Coordinator University of Wisconsin-Eau Claire
- 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 Claire 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
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2013 to 2014 Emerging Technology Specialist University of Wisconsin-Eau Claire
- 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
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2012 to 2016 Consultant Asterisk Creative
- 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
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2011 to 2012 AmeriCorps VISTA Coordinator University of Wisconsin-Stout
- 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
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2008 to 2011 Consultant Tyler J. Schroeder Consulting & Services
- 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
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2008 to 2010 Web Designer Midwest Data Systems
- 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
Education
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2015 to 2016 Leadership Certificate MOR Associates
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.”
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2005 to 2011 Bachelor of Arts (B.A.) University of Wisconsin-Eau Claire
- Major: Comprehensive English & Secondary Education
- Minor: Computer Science: Web Design & Development
- Additional 48 exploratory credits in graphic design, computer science, and marketing
Certifications
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Covers foundational privacy principles, compliance practices, and data protection approaches applicable across industries.
April 2026 · University of Wisconsin-Madison
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WAI0.1x: Introduction to Web Accessibility
Covers WCAG and international accessibility standards, the POUR principles, and practical approaches for integrating accessibility into design, development, and organizational processes.
April 2026 · W3CX
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Certified Privacy Professional
Demonstrates expertise in privacy program management and compliance with global data protection regulations.
March 2024 · OneTrust
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Consent & Preference Management Expert
Validates advanced knowledge of managing user consent and preference data across digital platforms.
March 2023 · OneTrust
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Certifies proficiency in implementing compliant cookie consent solutions under GDPR and other privacy frameworks.
March 2023 · OneTrust
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Google Analytics for Power Users
Covers advanced analysis techniques, custom dimensions, and sophisticated segmentation in Google Analytics.
January 2019 · Google
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Focuses on data collection, processing, configuration, and advanced reporting features in Google Analytics.
January 2019 · Google
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Google Analytics for Beginners
Introduces core analytics concepts including tracking setup, basic reporting, and goal configuration.
January 2019 · Google
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Google Tag Manager Fundamentals
Teaches tag management fundamentals including triggers, variables, and deploying tracking codes without code changes.
January 2019 · Google
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Google Analytics Individual Qualification
Professional certification demonstrating proficiency in Google Analytics for digital marketing and analysis.
2013 · Google
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Validates expertise in creating and optimizing paid search campaigns using Google's advertising platform.
2013 · Google
Skills & tools
Core Skills
- Project Management
- Digital Analytics
- Search Engine Optimization
- Content Strategy
Supplemental Skills
- Design Systems
- Responsive Web Design
- Digital Marketing
- Email Marketing
- Local Search Strategy
- Ecommerce Strategy
- Web Accessibility
- Front-end Development
- Usability Testing
- Training & Workshops
- Technical Writing
- Website Administration
- Budget Management
Content Management
- Drupal 7 & 8
- WordPress
- HubSpot CMS
- CommonSpot
- Concrete5
- SharePoint
Analytics & Insights
- Google Analytics
- Google Search Console
- Google Tag Manager
- Google AdWords
- Google Data Studio
- Hotjar
- Moz Pro
Marketing & CRM
- HubSpot
- MailChimp
- Pardot
- Microsoft Dynamics
- Slate
A/B Testing & Optimization
- Google Optimize
- Unbounce
- Browserstack
- Optimal Workshop
Productivity & Production
- Teamwork
- Basecamp
- Slack
- Evernote for Business
- Google Apps
- Microsoft Office
- LucidChart
- OmniPlan
- OmniFocus
- Adobe Photoshop
- Adobe Illustrator
- Adobe InDesign
Code & Markup
- HTML5
- CSS3
- JavaScript
- Schema.org
- RDFa
In their words
"Tyler has been instrumental in directing a paradigm shift in the strategic use of the web for enrollment management."
— Craig Mey, Director of Learning and Technology Services at the University of Wisconsin-Eau Claire
"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."
— Erin Trowbridge, Marketing Manager at Bernicke Wealth Management
"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."
— Matt Sias, Systems Developer & DBA at the University of Wisconsin-Eau Claire