Microsoft Commercial (B2B)

Senior Global Brand Strategist, 2019-2022

Focused on brand strategy across Microsoft's commercial (B2B) portfolio, spanning Teams, Microsoft 365, Marketplace, and Learn, monitoring brand health and evaluating and refreshing global positioning, narrative, messaging, and visual identity. 

Led brand strategy for Microsoft Teams during a period of explosive growth, unifying three distinct internal organizations, consumer, education, and commercial, under a single brand positioning, narrative, and visual identity. Increased positive brand perception by 2 points in ongoing tracking studies.

+2 pts

Increase in positive brand perception via tracking studies

3 orgs

Consumer, education, and commercial unified under one brand

Rebrand

Led rebrand during Teams' most critical growth period (Covid-19)

Scope of work

  • Created a unified brand narrative and messaging framework adopted across all internal teams
  • Established a single visual identity and expression across consumer, education, and commercial for Teams
  • Conducted audience-based brand tracking studies to determine messaging hierarchy
  • Consulted on brand strategy for Microsoft 365, Microsoft Learn and Microsoft Marketplace with Product Marketing
  • Led product, service, and feature naming with Product Marketing, ensuring brand architecture alignment
  • Rationalized legacy SKU and tiering naming that had sprawled across many years

Brand and campaign creative