Transforming Browsing with AI AI + Edge Family Safety Launch Launch Teams Consumer Launch Campaign Edge-ucational Series Video Edge Mobile App Store Rebrand Mobile

Creative Leadership
That Speaks Human

Over 13 years, I've led campaigns that prove innovation only matters when it connects with people. From Microsoft's global rebrand to cutting-edge AI browsing experiences, I've seen how design thinking, storytelling, and strategy can turn complex technology into ideas that resonate.

Numbers Stories Résumé

By the Numbers

A quantified view of 15+ years driving integrated marketing campaigns across Microsoft's consumer portfolio—from reach and investment to performance and results.

  • 150M+Total users reached
  • $25M+Media investment
  • 85%Avg. campaign success
150M+ Total Users Reached Across all campaigns
$25M+ Media Investment Managed & optimized
85% Avg. Campaign Success Above KPI targets

Campaign Volume

12 Major Product Launches
25+ Integrated Campaigns
50+ Content Activations

Brand Portfolio

6 Microsoft Products
15+ Market Segments
8 Global Markets

Performance Results

45% Avg. Adoption Increase
65% Brand Awareness Lift
3.2x ROI Improvement
Campaign Volume
  • 12 Major product launches
  • 25+ Integrated campaigns
  • 50+ Content activations
Brand Portfolio
  • 6 Microsoft products
  • 15+ Market segments
  • 8 Global markets
Performance Results
  • 45% Avg. adoption increase
  • 65% Brand awareness lift
  • 3.2x ROI improvement
✨ Featured Work

The Stories Behind the Strategy

From concept to campaign, these case studies reveal how strategic thinking, creative execution, and data-driven insights come together to create marketing that doesn't just reach audiences—it moves them.

6 Major Campaigns
150M+ Users Reached
$25M+ Media Investment
Family Safety App Launch Campaign
Product Launch Consumer Marketing Video Campaign

Family Safety App Launch

Comprehensive launch campaign for Microsoft Family Safety, featuring animated hero film, social content, and toolkit development that drove significant app adoption.

2.5M+ Video Views
40% App Adoption Increase
View Case Study
Free to Be Free Campaign
Brand Campaign Creative Strategy Social Media

Free to Be Free

Innovative campaign celebrating personal freedom and authentic expression through Microsoft's consumer products.

5M+ Social Impressions
75% Engagement Rate Increase
View Case Study
Microsoft Teams Consumer Launch
Product Launch Consumer Strategy Brand Campaign

Microsoft Teams: Consumer Launch

Strategic launch of Teams for consumers, positioning it as the go-to platform for personal connections and family communication.

10M+ New Users
85% Brand Awareness Lift
View Case Study
Edge-ucational Video Series
Educational Content Video Series Product Education

Edge-ucational Video Series

Educational video series making Microsoft Edge features accessible and engaging for everyday users.

8M+ Video Views
60% Feature Adoption Lift
View Case Study
Transforming Browsing with AI
AI Integration Fresh Takes User Experience

Transforming Browsing with AI

Comprehensive campaign introducing AI-powered features in Microsoft Edge and Copilot integration.

15M+ AI Feature Activations
90% User Satisfaction Score
View Case Study
Edge Mobile App Store Rebrand
Rebranding Mobile Strategy App Store Optimization

Edge Mobile App Store Rebrand

Strategic rebrand of Microsoft Edge mobile app presence across app stores, improving discoverability and user experience through refreshed visual identity and messaging.

Cross-Platform Mobile Optimization
iOS & Android App Store Presence
View Case Study

On Paper...

A deeper dive into the creative strategy, campaign leadership, and brand storytelling I've shaped over the past 15+ years.

Luis Gilberto

Sr. Integrated Marketing Lead | Creative Strategist

[email protected] linkedin.com/in/luisgilberto luis-gilberto.com Seattle, WA

15+ years crafting integrated marketing campaigns and brand narratives for Microsoft's consumer portfolio. Expert in translating complex AI features into compelling consumer stories, leading cross-functional teams, and driving measurable business impact through strategic storytelling and creative direction.

Experience

Sr. Integrated Marketing Lead – Microsoft Edge / Copilot
Feb 2022 – Present | Seattle, WA
  • Led brand transformation of Microsoft Edge from "shopping browser" to "AI-powered browser"
  • Crafted global narratives for Copilot in Edge, translating AI features into consumer benefits
  • Directed seasonal campaigns driving engagement and adoption across multiple markets
  • Produced channel toolkits and creative assets for global digital marketing
Sr. Integrated Marketing Lead – Microsoft 365 Suite
Dec 2016 – Feb 2022 | Seattle, WA
  • Developed 360° integrated marketing plans across Microsoft 365 and Office portfolio
  • Launched "Free to be Free" pandemic campaign for Microsoft's free productivity apps
  • Directed GTM strategy for Microsoft Teams personal use and Family Safety app
  • Owned end-to-end creative direction across paid, owned, and earned media
Marketing Manager – Worldwide Retail Channel
Mar 2012 – Dec 2016 | Seattle, WA
  • Developed GTM strategies for 3+ global campaigns/year across Windows, Surface, HoloLens
  • Managed $2M+ annual budget with measurable retail and partner impact
  • Established KPI tracking and governance frameworks for quality assurance
Campaign Strategy Roles – Microsoft Vendor
2008 – 2012 | Seattle, WA
  • Launched Windows Phone in-store demos in 30+ languages with global deployment
  • Led campaign execution for MSN, Bing, and Internet Explorer
  • Managed content strategy for MSN Latino Entertainment with KPI optimization

Core Competencies

Strategy & Leadership

  • Integrated Marketing
  • Brand Storytelling
  • GTM Strategy
  • X-functional Leadership

Creative & Content

  • Creative Direction
  • AI Feature Marketing
  • Campaign Development
  • Content Strategy

Operations & Analytics

  • Budget Management
  • Performance Analytics
  • Channel Marketing
  • Partner Enablement

Education & Languages

B.S. Computer Sciences

University of South Alabama | 2000-2003

Executive Education

Kellogg Sales Institute, Northwestern | 2018

Languages

English (Native) | Spanish (Fluent) | Italian (Conversational)

Key Achievements

2.5M+ video views | 40% app adoption increase | $2M+ budget management