Consultant

• Dec 2019 - Present

Global Senior Marketing Manager, Brand and Customer Insights, Bing

• May 2012 - Jul 2015

• Responsible for Research, Brand Strategy & Messaging, Public Relations and Social Media for Microsoft's global search advertising for SMB, focused on customer perceptions and satisfaction to help achieve revenue goals, customer acquisition and customer retention.• Developed more effective messaging based on primary research insights of Search Agency and Search Advertiser characteristics, attitudes and pain points. • Created a behavioral/attitudinal segmentation model, which helped increase advertiser acquisition by improving message relevancy and audience engagement.• Reduced customer churn by applying research insights to customer onboarding & reactivation.• Created global positioning and messaging frameworks for Bing Ads audiences including advertisers, agencies and resellers, using segmentation model insights.• Launched Bing/Bing Ads search brand in 31 countries; increased brand perceptions and awareness; trained internal teams to incorporate brand attributes into the customer experience.• Developed the first Search Marketing Influencer program to amplify messages by building relationships with 15 SEM professionals, generating millions of earned media impressions and hundreds of articles.

Senior Group Research Manager, Central Marketing Research and Insights

• Apr 2010 - May 2012

• Responsible for global campaign research (qualitative and quantitative), perception tracking, creative concept testing, campaign goal setting, market segmentation, cross-media and social media impact measurement for Cloud, Windows Azure, Office 365 and Dynamics.• Optimized Cloud messaging and media placement, redefined Windows Azure target audience, segmented Office 365 and Dynamics messaging, resulting in better targeting, more effective advertising, messaging and budget efficiencies.• Managed a team of five.• Presented digital consumer trends and insights regularly at Executive Briefing Center customer roundtables.

Group Research Manager, Microsoft Advertising

• Oct 2008 - Apr 2010

• Managed a team of five in Syndicated and Primary Research to support U.S. Advertising Sales revenue.• Developed case studies and ad performance proof-points for marketing communications.• Introduced new consumer online behavioral tracking tools that provided audience, engagement and consumer behavior metrics to strengthen our selling stories vs. competition.• Collaborated with Retail vertical sales team to launch new Online Circular with major retailers.• Developed a COGS campaign effectiveness model, resulting in more research funding directly connected to revenue generation.• Evangelized Microsoft Advertising and the “One Microsoft” business strategy in Executive Briefing Center presentations and customer roundtables.

Global Senior Brand Manager

• Apr 2006 - Oct 2008

• Developed the first global B2B brand for Microsoft’s digital advertising products and services, including value proposition, positioning and messaging framework, name and visual identity. • Redesigned the Microsoft advertising brand architecture, using a CX approach. • Managed global research for functional teams including display and search product marketing, website UI design and the Customer Service Organization. • Developed market segmentation model based on qualitative and quantitative research; applied customer insights to develop a brand architecture, nomenclature hierarchies and improve the website CX.

Director of Strategy and Insights

• 2004 - 2006

• Responsible for strategic planning and marketing communications research for Microsoft Office and Microsoft Dynamics. • Developed customer segmentation model; improved cross-sell/upsell messaging from research insights.• Created global messaging frameworks for Office 2007 and Dynamics based on qualitative research. • Responsible for strategic planning and marketing communications research for Microsoft Office and Microsoft Dynamics. • Developed customer segmentation model; improved cross-sell/upsell messaging from research insights.• Created global messaging frameworks for Office 2007 and Dynamics based on qualitative research.

Director of Customer Insights

• 2002 - 2004

• Developed advertising and relationship marketing strategies and programs for Nestlé USA, Barclays Bank and Wells Fargo Bank based on behavioral segmentation and qualitative research. • Launched a perception-shifting Nestlé initiative based on customer insights about child nutrition. Engaged Moms on child nutrition issues, building ongoing dialogue to increase brand loyalty and advocacy. • Developed cross-sell programs among the most profitable customers for Wells Fargo based on database mining and modeling, and created relevant offers using qualitative research.

Associate Director of Planning

• 2000 - 2001

• Created global positioning and messaging for Palm Inc.; conducted global qualitative consumer research. • Identified emerging market segments used in product development and targeted MarCom messaging. • Developed customer insights from qualitative research for business development pitches that helped win over $50 million in new business. • Created global positioning and messaging for Palm Inc.; conducted global qualitative consumer research. • Identified emerging market segments used in product development and targeted MarCom messaging. • Developed customer insights from qualitative research for business development pitches that helped win over $50 million in new business.

Senior Brand Planner

• 1997 - 2000

• Developed the first global television campaign for Cisco Systems; its success grew agency revenues 10x the following year and Cisco subsequently became the largest agency client. • Drove customer insights through qualitative and quantitative research across multiple market segments. • Won two Gold Effies for campaign effectiveness from the American Marketing Association. • Developed the first global television campaign for Cisco Systems; its success grew agency revenues 10x the following year and Cisco subsequently became the largest agency client. • Drove customer insights through qualitative and quantitative research across multiple market segments. • Won two Gold Effies for campaign effectiveness from the American Marketing Association.