Led U.S. programmatic advertising and paid search for Microsoft business units
The Engagement
Served as SVP Account at IPG/Cadreon managing programmatic advertising and paid search across multiple U.S. Microsoft business units. Delivered double-digit performance gains across both Business (Azure) and Consumer (Office, Phone, Internet) campaigns. This was a senior leadership role overseeing the full scope of digital performance media for one of the world's largest technology advertisers.
Expanded Scope
Beyond the core U.S. role, took on multiple interim assignments across the global Microsoft relationship. Served on the International AOR transition team at Universal McCann, supporting the migration of Microsoft's global media business. Led a 2-person team in Tokyo to troubleshoot and fix an analytics platform for Microsoft Japan. Worked directly with Microsoft's internal Business Intelligence team to develop a novel brand lift analytics framework — creating new measurement methodologies to quantify the brand impact of digital advertising programs.
Why It Matters
This engagement demonstrates the ability to operate at enterprise scale across global markets, manage complex multi-stakeholder relationships, and bring analytical rigor to large-scale media programs. The brand lift analytics work shows a track record of building novel measurement frameworks — not just executing existing playbooks.
Marshall came to the Windows Phone business and quickly demonstrated his strategic, innovative approach that had immediate impact and proven results. In less than three months he created, funded, and successfully implemented a new method of optimizing online activity based on panel data.
Marshall brought immediate impact to our internal business intelligence and analytics. His work in driving groundbreaking analytics was key for Microsoft proving search marketing could have positive effects on brand metrics. He is truly one of the brightest minds in the industry today.
Marshall delivered ground-breaking innovation and execution with his new brand marketing automation platform. The work he did will not just change and impact my marketing campaigns moving forward, but it will likely affect the industry as well.
Marshall architected critical initiatives for Microsoft agency teams, clients, and industry partners across 40+ international markets. His work delivered a seamless transition of over $100M worth of live activity. Marshall was instrumental to the successful transition of the Microsoft International AOR.
Marshall's expertise was incredibly valuable as we evaluated vendor options and automated media tools. His ability to translate complex concepts to users (in over 40 countries) was incredible. (re: Microsoft International Transition)
Marshall has an exceptional ability to listen, absorb, and then formulate effective strategies. His knowledge around programmatic, search, and social campaigns is vast. I highly recommend him as both a product and a marketing leader.