Carrie Hannigan Kaiser
Seattle
Summary
- Award-Winning Senior Global Marketing Leader with proven success optimizing B2B integrated marketing strategies to increase sales revenue and product brand awareness across global markets for Fortune 500 companies, including Microsoft, HP and IBM
- Leads teams of upwards of 30 + and budgets up to $500M to oversee the B2B solutions and innovation strategy for global clients, including Intel, Microsoft, Lenovo, Qualcomm, TMobile for Business, IBM, and Paypal, successfully growing portfolio revenue to $50M
- Developed integrated marketing strategies to enhance product brand awareness across all major channels, including 10 product launches, 100+ TV commercials and 200+ print ads, and social, digital, OOH campaigns that resulted in multiple awards for IBM, Intel & Microsoft
- Spearheaded Intel's leadership in the AI PC category and Windows 10 global launch featuring ISV acceleration programs, global campaigns generating with 320M impressions across 13 key global markets
- Produced the single largest companywide global commercial marketing initiative in Microsoft's history, effectively steering an integrated global cloud campaign from concept to delivery in 68 days
Overview
27
27
years of professional experience
Work History
GM, Global Marketing
Intel
04.2021 - Current
- Leading AI PC marketing strategy for Intel's largest $20B business unit
- Spearheaded Commercial Client AI strategy aligned with Intel's AI Center of Excellence.
- Leading the Intel and Microsoft and Intel and HP Co-Marketing
- Leading GTM strategies for Commercial across vPro, Unmanaged SMB, Workstation, Education and Compete and Product launches including first ever ABM AMD win back program
- Directed transformation and operations for Category Sales Enablement.
- Double digit increases in Intel vPro preference based on IT and LOB global full funnel campaign efforts in 10 markets
- Elevating messaging and sales/partner enablement programs across vPro, Compete, Un-managed, Education, Workstation
- Established co-marketing strategy across OEM and ecosystem partners including $3M co-marketing plan with CDW, programs with Accenture, VMWare, TCS and Laplink
- Launched several waves of Intel + Microsoft demand generation campaigns targeting businesses 25+ seats to drive refresh to new devices with Windows 11 Pro + Intel vPro
- Launched First ever Intel vPro influencer program in 4 markets (Japan, US, UK and Germany). 18 + influencers driving advocacy across blogs, podcasts, roundtables and high volume of vPro social posts
- Finalized compete strategy for discrete and integrated Compete efforts within the Commercial business
- Recruited, hired, and trained key best-in-class employees, consistently retaining top industry talent and driving performance
- Actively fostering a culture of inclusion with improved scores on the Employee Satisfaction Survey YOY with positive org metric increases
- SMG Manager (Leader) of the Year Award in 2023
Vice President, Client Services
Wunderman Thompson
01.2016 - 04.2021
- Lead teams of upwards of 15 + and budgets up to $8M to oversee the B2B solutions and innovation strategy for global clients, including Microsoft, Lenovo, Qualcomm, T-Mobile for Business, IBM, and Paypal, successfully growing portfolio revenue to $50M
- Developed trusted executive relationships across key global accounts through launching innovative business development strategies, leading to consistent year-over-year revenue growth
- Identified new business opportunities and led key pitches to increase new business to upwards of $20M with key global clients such as Microsoft, IBM, and T-Mobile
- Deliver brand and product narratives to global B2B audiences by leveraging experiential marketing, digital web experiences, and CES, enhancing brand awareness during multiple successful product launches
- Oversaw business development and client relationships engagement teams to set overall strategic direction, consistently growing key accounts and delivering agency revenue goals
- Drove B2B marketing strategy and lead generation initiatives for diverse accounts across digital ecosystem through ABM, digital events. sales enablement, and by launching social and mobile marketing strategies to increase leads by upwards of 10%
- Provided thought leadership to implement companywide matrix structure, inspiring cross-functional collaboration across digital, AI, creative, mobile, sales, and project management functions
Director, Microsoft Global Marketing
Microsoft
01.2013 - 01.2016
- Directed a team of 15 and led cross-functional teams to produce global consumer campaigns, resulting in enhanced, lucrative relationships with key global clients, such as HP and Lenovo
- Managed budgets of upwards of $300M consistently identifying opportunities to maximize value and increase brand awareness
- Developed integrated marketing strategies to enhance product brand awareness across all major channels, including 100+ of TV commercials and 200+ print ads, and social, digital, OOH campaigns that resulted in multiple awards
- Implemented talent development strategy, mentoring and coaching cross-functional senior leaders to increase retention
- Spearheaded Windows 10 global campaign launch, featuring TV/digital advertising and social media strategy to generate 320M impressions across 13 key global markets
- Exceeded ROI goals in all geographic regions through delivering strategic focus and high-value consumer experiences, resulting in 147M customers reserving a PC or tablet upgrade and doubling consumer familiarity within 2 months
- Achieved #1 Nielsen ranking for HP Spectre laptop/Windows 10 spot, increasing PC purchase intent from 36 to 53% in 1 month
- Delivered advertising campaigns that drove sales of 423M new devices worldwide, as well as managed key partnerships with HP and Lenovo to successfully align business objectives
- Implemented global marketing strategy to secure Windows 10 across 1B devices worldwide, increasing from 110M in first 2 months
- Saved upwards of $1M in advertising fees by consolidating 9 advertising agencies into a single global agency
Director, Global Commercial Cloud
Microsoft
01.2012 - 01.2013
- Managed a team of 9 and a $300M commercial cloud advertising budget, consistently implementing innovative integrated cloud marketing campaigns to generate brand awareness and sales
- Created and executed the strategic direction and creative vision leading to Microsoft as a global cloud leader through overseeing initiatives that established Azure cloud computing platform and Office 365 as global brand leaders
- Produced the single largest companywide global commercial marketing initiative in Microsoft's history, effectively steering an integrated global cloud campaign from concept to delivery in 68 days
- Achieved $37M in new revenue and reduced costs by $500K, a 7x lower cost-per-engagement in US media for B2B products
Group Marketing Manager, Microsoft Office 365
Microsoft
01.2009 - 01.2012
- Managed a team of marketing professionals and a multi-million-dollar budget to lead marketing strategy for Microsoft Office 365
- Grew Microsoft Office 365 global product reach by creating and executing culturally targeted campaigns in up to 23 markets
- Cultivated and sustained key strategic partnerships, consistently maximizing consumer value
Group Marketing Manager, Microsoft Product Launches
Microsoft
01.2006 - 01.2009
- Led a team of 15 and a $5M budget to increase sales and visibility for US Server, Tools, and Windows client business
- Created and executed integrated marketing communication campaigns, leading to successful product launches for Office, Windows Server, SQL, Exchange, Visual Studio, and Windows 7
- Increased user demand through launching a demand generation strategy, process, and campaigns for US midmarket
Sr. Integrated Communication Manager - Corporate and Global Services
IBM
01.1998 - 01.2006
- Developed communication strategy and campaigns for IBM e-business, CRM, and business intelligence products
- Delivered IBM On-Demand business campaign by implementing integrated marketing campaigns in 26 countries in 42 days, including advertising at 36 airports in 6 countries
- Achieved #1 position for unaided product awareness testing in US, Germany, and Japan through launching innovative campaigns
Account Supervisor
DDB Needham | Compaq Computer
New York City
Account Executive
Dell Computer Corporation
Account Executive
Digital Equipment Corporation
Communications Consultant
Whirlpool Corporation
Education
HBX - HARVARD BUSINESS SCHOOL - DISRUPTIVE STRATEGY
HARVARD BUSINESS SCHOOL
MASTER OF ARTS - ORGANIZATIONAL COMMUNICATION
UNIVERSITY OF DAYTON
BACHELOR OF ARTS - COMMUNICATION MANAGEMENT
UNIVERSITY OF DAYTON
Skills
- AI Strategy & Vision
- Go-to-market strategies
- Executive Leadership
- Product Marketing
- Integrated Campaigns
- Experiential/Event Marketing
- B2B & Consumer
- P&L & Budget Management
- Talent Development
- Brand Management
- Digital Media Strategy
- Business Development
- Market Analysis
- Communications Strategy
Awards And Public Speaking
Marketing Excellence Award - Microsoft, ECHO Awards, Caples Awards (3) - Direct Marketing News, B2B Social Media Marketing Awards, CMG MVP, DMA International, Bronze Cannes Award - Titanium, Stanley Winston Award - Ogilvy Worldwide, Seattle ADDYs, Multiple Effie Awards at Microsoft and IBM, Panel on Building Brands - Harvard School of Business, DMA for Digital Innovation, Speaker on Microsoft's Customer Advocacy - Forrester Consumer Forum, Panel for Women in Cloud
Timeline
GM, Global Marketing
Intel
04.2021 - Current
Vice President, Client Services
Wunderman Thompson
01.2016 - 04.2021
Director, Microsoft Global Marketing
Microsoft
01.2013 - 01.2016
Director, Global Commercial Cloud
Microsoft
01.2012 - 01.2013
Group Marketing Manager, Microsoft Office 365
Microsoft
01.2009 - 01.2012
Group Marketing Manager, Microsoft Product Launches
Microsoft
01.2006 - 01.2009
Sr. Integrated Communication Manager - Corporate and Global Services
IBM
01.1998 - 01.2006
Account Supervisor
DDB Needham | Compaq Computer
Account Executive
Dell Computer Corporation
Account Executive
Digital Equipment Corporation
Communications Consultant
Whirlpool Corporation
HBX - HARVARD BUSINESS SCHOOL - DISRUPTIVE STRATEGY
HARVARD BUSINESS SCHOOL
MASTER OF ARTS - ORGANIZATIONAL COMMUNICATION
UNIVERSITY OF DAYTON
BACHELOR OF ARTS - COMMUNICATION MANAGEMENT
UNIVERSITY OF DAYTON
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