Providing brand strategy guidance and leadership in support of the Webex brand. Driving the development and implementation of brand strategy, brand health research, employee/agency brand training and engagement, visual and verbal identity development and implementation, brand architecture, naming strategy and implementation, acquisition brand transitions, and brand partnerships.

Responsible for driving the creation of a new brand strategy and value proposition in collaboration with the product management team to reposition Dynamics 365. Partnered with senior executives to create a team inclusive of product managers, PR and research and a $650k budget to undertake the project, which included extensive qualitative and quantitative customer and partner research. The new brand strategy and messaging framework was used to help reposition and launch new capabilities at keystone customer event.

Responsible for leading the brand and design strategy for the new product and app icon design system (developed to drive improved association between all Microsoft products, applications and key features). Developed the strategy, secured executive sponsorship from the company’s four design leaders, and helped foster a cross-company collective of designers to help design and deliver an innovative, scalable icon system. The strategy and design system guided the development of over 350 icons in 15 months, including high profile icons, such as Windows, Office, Edge, Bing, Azure, Dynamics, Teams, and the Power Platform apps. Research validated that the new icons create clear Microsoft and cross-product association, strong appeal to all audiences, and improved likelihood to try.

Developed a new value proposition, positioning and messaging framework to position “Microsoft as a partner” across the global partner ecosystem that is expanding with new and diverse partner types. Secured $1 million budget from the Corporate Vice President (in partnership with her leadership team) to design and implement a process to guide strategy development and align multiple business groups and their senior executives behind a common objective. The Microsoft Partner Network membership grew 6% in first six months post launch.

Led value proposition development, positioning and messaging framework, and naming system for a new commercial support offering to replace a legacy $3 billion business. Drove executive engagement, brand strategy process, advised and collaborated with research teams, and delivered a value proposition that has met revenue targets and improved NSAT related to technical support.

In partnership with the CMO and CVP marketing leaders, led the creation of the Microsoft devices brand strategy, including integration of the Nokia products. Led the development of a portfolio-based architecture and naming strategy for Surface, Lumia (Nokia) and the Microsoft device accessories catalog. Drove the creation and implementation of a single visual and verbal identity system to align all above-the-line marketing, retail, web, and packaging systems (a first for Microsoft).

Led a team of seven including four senior strategists, two junior brand managers, and a software developer. Microsoft brand strategy creation, implementation and evangelizationManaged the development and implementation of the Microsoft brand strategy, including the research responsible for the “brand association” strategy, brand architecture, brand drivers, brand personality, brand tracking, and global evangelization.Microsoft logo design and introductionLed the strategy responsible for and the worldwide implementation of the new Microsoft brand logo. In a Seattle Times poll, the new logo was heavily preferred to any of the previous logos.Visual Identity system design and introductionDrove the strategy and introduction of Microsoft’s first cross-company visual identity system. Successfully demonstrated the value of cross-company visual identity to 45 decentralized business group leaders, leading to the universal adoption of the visual identity system. The system saved over $2 million in visual identity projects in the first year and Microsoft brand-to-product association grew an average of seven points in first three years.Brand managementDesigned and launched the technology and content strategy reimagining of Brand Tools, the company’s intranet site for brand strategies, brand guidelines, logos, and imagery for all products and services. Lowered annual costs by 15% and improved effectiveness and satisfaction of marketers inside product teams by improving brand management processes, tools and technology. Reduced number of brand-related questions by over 50% through technology and improved management.

Anti-piracy campaign lead (July 2006 – June 2008)Led the development of anti-piracy campaigns in India and Russia. “Value of Original” campaign resulted in one of the highest perception-shifts among target audiences measured by Microsoft (+10 pts for Small Business, +40 pts for Mid-Market IT Decision Makers, +20 pts for Mid-Market Business Decision Makers). Campaign drove over $14 million in incremental business. Drove the campaign development process with Indian subsidiary executive leaders and marketers, and agency partners.Citizenship/Education/Public Sector brand strategy lead (Sept 2006 – June 2009)Led brand strategy (included positioning, messaging, naming, and visual identity) for Microsoft’s citizenship, education and public sector business activities.

Director – Marketing CommunicationsDirected brand and marketing communications and internal communications efforts for the healthcare and commercial divisions. Loaned Executive – US Department of Defense (May-August 2005)Developed mental health communications program and established integrated communications department and plan for US Department of Defense Force Health & Readiness group.

Led advertising strategy and account management for Nortel Networks and Adams Golf.

Led advertising, marcom strategy, and account management for DSC Communications (now Alcatel) and Anheuser-Busch.

Managed advertising and direct marketing for Holiday Inn Worldwide and AT&T/Southwestern Bell Mobile.