Microsoft Surface
Senior Global Integrated Marketing Manager, 2016-2019
Managed global launches and seasonal campaigns for Microsoft Surface laptops and accessories, from strategy and briefing through to execution across digital, social, retail, and in-product channels. Developed a full-funnel visual and messaging approach that was adopted as best practice across Microsoft.
17%
Increase in 'Brand I Love' metric (2018)
16%
Increase in 'Innovates in ways that matter to me' (2018)
23%→24%
Lift in purchase intent (May–Oct 2018)
Scope of work
- Managed global product launches and seasonal campaigns for Surface laptops and accessories
- Developed full-funnel visual and messaging strategy adopted as Microsoft best practice
- Used telemetry data to drive continuous content strategy across social, relationship marketing, and web
- Used in-product channel (Tips) to improve user engagement and consistent Surface usage
- Promoted first-party Microsoft products — Office, Edge, OneNote, Outlook, Windows — through Surface campaigns
- Collaborated with channel marketing for retail execution in first- and third-party stores
Brand and campaign creative
