Microsoft

Unlocking Audience Engagement

Digital Campaigns Programme Manager

Led the delivery of high-value digital campaigns for major brands including Nestlé, NHS, PC World, Royal Air Force, Seat, Vauxhall, and VW. Managed campaign budgets ranging from £50,000 to £1.5M across Microsoft Advertising platforms, leveraging Microsoft’s ecosystem to drive meaningful brand engagement

Challenge

In 2008, Microsoft Advertising aimed to position its owned platforms MSN, Windows Live, and Xbox Live as viable channels for brands to engage with substantial user bases. At that time, MSN attracted approximately 465 million unique users monthly, Windows Live had around 330 million active users, and Xbox Live boasted over 7 million subscribers, with projections to reach 10 million by June 2008.

The challenge to effectively leverage these platforms to create meaningful advertising opportunities for brands, focusing on:

Utilising Microsoft-Owned Channels for Brand Engagement
Transforming content platforms into high-performing advertising spaces that deliver measurable value to brands while maintaining a seamless user experience.
Providing Robust Insights and ROI
Offering brands advanced analytics and insights into campaign performance to ensure tangible returns on investment.
Streamlining Campaign Delivery Across Regions
Developing a scalable and efficient delivery framework to manage localisation, stakeholder alignment, and high-volume execution across multiple territories.

Response

As Programme Manager within the Microsoft Advertising division, Adeeb Khan drove the execution of large-scale, high-impact digital campaigns by aligning cross-functional teams, optimising processes, and collaborating with global stakeholders.

Transformation & Value Creation

By leveraging Microsoft’s unique digital ecosystem, brands were able to reach targeted audiences with meaningful, measurable campaigns that drove engagement and ROI.

Enhanced Brand Engagement
Delivered high-value campaigns for major brands, including Nestlé, NHS, Seat, Vauxhall, and VW, showcasing the power of Microsoft Advertising platforms and driving measurable engagement.
Platform Alignment
Collaborated with Microsoft Advertising Product Teams to align existing/future capabilities to maximise opportunities for brands.
Streamlined Campaign Delivery
Developed and executed scalable processes for multi-territory campaign launches, optimising timelines and ensuring consistent quality.
Resource Efficiency
Rolled out an enhanced Resource Scheduling System, improving resource allocation and enabling teams to track progress more effectively, reducing project bottlenecks.
Cross-Functional Impact
Directed a 22-member team across disciplines to deliver seamless, high-quality campaigns, fostering collaboration and ensuring adherence to timelines.
Vendor Management
Orchestrated global vendor teams, including Tata Consultancy Services (TCS) across Budapest, India and Shanghai to deliver technical requirements on time and within scope, maintaining alignment with Microsoft’s standards.

Conclusion

This engagement showcased the value of Microsoft Advertising’s platforms as a premium channel for brands to connect with audiences across diverse digital touchpoints. By streamlining campaign delivery, fostering cross-functional collaboration, and aligning advertising capabilities with brand needs, the project established Microsoft as a powerful player in the digital advertising landscape and delivered measurable impact for its clients.

Skills & Expertise

Strategic, leadership and technical competencies applied to this engagement.

  • Data & Insights
    • Data Analytics & Insights
  • Experience Design
    • A/B Testing
    • Interaction Design (IxD)
    • Journey Mapping
    • Persona Development
    • Prototyping & Wireframing
    • User Research
  • Operations & Process Optimisation
    • Digital & Collaboration Tools
    • Process Optimisation & Efficiency
    • Profit & Loss (P&L)
    • Project Management
    • Resource & Capacity Planning
    • Risk Management
  • Sales & Marketing
    • Content Marketing
    • Digital Marketing (SEO, Social Media, Email, PPC)
    • Marketing Strategy
  • Technology
    • Cloud Infrastructure & Platforms
    • Technical Architecture & System Design
Platforms & Systems

Platforms, systems, and technologies involved.

  • Adobe Flash
  • Microsoft Advertising
  • Websites & Content Management Systems