Microsoft

Unlocking Audience Engagement

Official Microsoft logo featuring a four-colour square design with the word “Microsoft” in a sleek font.
Professional analysing campaign data on a Microsoft laptop.
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 audiences. 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:

Transformation & Impact

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.

Strategy & Results

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

Workspace setup with a Microsoft device, supporting global campaign strategies.
Strategic planning for digital campaigns on a Microsoft Surface device.
Microsoft keynote presentation on Copilot for advanced digital workflows.
Professional team in a modern office discussing strategies and project metrics on a whiteboard.
Female IT architect presenting a digital system flow diagram on a large screen in a tech office.
Professional analysing data on a tablet in a high-tech server room, symbolising secure and efficient infrastructure.

Competencies & Technologies

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
  • Adobe Photoshop
  • Microsoft Advertising
  • Microsoft Azure
  • Microsoft Excel
  • Microsoft PowerPoint
  • Microsoft SharePoint
  • Microsoft Word
  • Skype
  • Websites & Content Management Systems

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, this long-term initiative established Microsoft as a powerful player in the digital advertising landscape and delivered measurable impact for its clients.