Project:
Surface Pro 4 Global Launch
Client:
Microsoft
Role:
Sr. Partner Channel Marketing Manager | Global Evangelism
For the global launch of the Surface Pro 4, Microsoft faced a critical disconnect on the sales floor. The existing training strategy for 250,000+ retail professionals relied heavily on dry technical specifications (“speeds and feeds”) . To capture market share in a crowded landscape, we didn’t just need staff to understand the hardware; we needed them to evangelize it.
I led the complete strategic pivot for the launch, moving the entire global training curriculum from technical instruction to narrative-driven evangelism. My directive was to position the device not as a piece of hardware, but as a lifestyle enabler for creators and professionals.
To bring this new narrative to life, I conceptualized and executed the launch’s flagship activation: “Surface After Dark.” This touring experiential roadshow transformed mandatory training into a coveted cultural moment. Instead of classrooms, we built high-fidelity immersive vignettes—such as a creator’s studio or a gamer’s living room—where retail pros could experience the Surface Pro 4 in its native habitat.
I directed the creation of a massive catalog of magazine-quality digital assets and video content to support this campaign, ensuring the “cool factor” of the live events translated seamlessly to our digital learning platforms globally.
Results
- 70% lift in global brand engagement and voluntary program adoption.
- 13% Year-Over-Year revenue growth for the Surface division during the launch window.
- Maintained a 94% certification rate, proving that high-engagement storytelling does not sacrifice technical accuracy.
- Won Internal Innovation Award for the “Surface After Dark” experiential concept.