Working within Microsoft CMO, Western Europe Region with 12 subsidiary countries • Landing global/corp. HQ Programmatic Marketing Pilot for ASM (initially for cloud-based Office 365 products); six of the nine countries involved in global pilot are from our Western Europe region. • Building WE Region team to facilitate success of this pilot, developing capabilities of individual employees. • Direct management of six team members, shared leadership/mentoring for wider (geographically distributed) team. Key projects: • Change Management; WE Region Team Restructure: special project reporting to senior management, along with one colleague responsible for restructure of Western Europe Region team and operations to align with new Corp. global business priorities. Developed final team structure vision and HR transition plan to achieve this for FY17. New structure landed January 2016. • ASM Modern Marketing Program Pilot: Landing corp-led programmatic marketing pilot in Western Europe; of 9 countries involved in initial global pilot, 6 are Western Europe region subsidiaries. Initial pilot integrates Office Demand Centre (ODC) – an automation program for cloud-based Microsoft Office 365 products, with pre-funnel lead generation and customer engagement activities and post-automation with sales, customer service and technical specialists. Liaison with corp HQ to plan launch strategy, develop support processes, on-board, educate and inform both Western Europe Regional team and subsidiary marketers.
Working within Microsoft CMO, Western Europe Region with 12 subsidiary countries • Digital strategic planning for Western Europe region; omni-channel planning within complex digital ecosystems, executing across 12 local markets/14 languages • Customer experience/customer journey mapping and optimisation, lead generation, digital sales funnel optimisation and UX/UI consultation • Managing insights and inputs from product/audience business units and digital specialist teams (Email, Data, Social, Paid Media, Content, Events etc.) to develop integrated on/offline quarterly strategies tightly aligned to business goals. • Localising global/Corp. strategy initiatives and content across Western Europe region. Innovating process to rationalise and standardise strategy execution in subsidiaries, increasing efficiency and agility. Key projects: • Western Europe Region Digital Strategy Transformation: Along with co-manager, initiated and lead new, omni-channel customer-centric, programmatic approach for FY16, piloted on Enterprise, integrated across digital specialist teams, product business units (BG's) and local markets with 100% subsidiary buy in. Included landing environment (website) design and development, customer journey mapping and omni-platform digital management, content development localisation across 14 languages and development of extensive tracking and reporting framework. Key results: First global region to launch FY16 campaign, leading corp and providing piloting insights and supplying template and insights back to be globally leveraged. Delivery of >1,000 MAQLs to sales in Q1, eDM CTR 7% increase over average, most comprehensive reporting framework ever executed in WE, enabling full tracking; highlighting optimisation opportunities, insights ultimately leveraged globally. • Cloud Platform Engagement Strategy: Worked with Azure product team, established audience engagement strategy with the objectives of a) developing Azure developer and OSS community, raising awareness, interest, advocacy for product and b) optimising lead generation and new business acquisition through decision maker (BDM, ITDM) audience. Innovative double-layer teaser campaign allowed parallel achievement of these objectives. Established product voice, developed customer journeys and managed experiences to achieve unprecedented levels of engagement in product trial and digital events, delivered 18% increase in MAQLs to sales. • Event lead generation: Digital strategy development including lead generation, customer journey mapping and website development for Future Decoded conferences across Western Europe, aimed at C-Suite business executives. Niche audience successfully targeted, resulting in 5,000 page visits and >300 registrations per month from this group. All conferences were 100% booked. • Digital Learning Platform: Developed business case, including financial projections and execution plan, for the development of an internal Digital Marketing University for Microsoft employees and partners..