Led the strategic communication and conceptual direction of MSN’s national platform strategy during a period of rapid growth and fragmentation. The challenge was to create coherence across multiple services (including Hotmail, Search and content partners) while accelerating user adoption and engagement.

The work resulted in:

• MSN.nl becoming the most visited website in the Netherlands for multiple consecutive years
• Strong growth in usage and brand recognition of MSN services
• A consistent platform narrative across consumer and partner channels

The approach was recognised with the Microsoft EMEA “Case of the Year” Award, and later translated into international sales and marketing frameworks within Microsoft’s ecosystem.

Why this work matters
This project demonstrates early platform thinking at scale: reducing complexity, driving adoption and creating brand coherence across a rapidly expanding digital ecosystem.