REDMOND, Wash., Sept. 23, 2004 — Recognized brand builder Jane Boulware has joined the executive team of MSN®
as corporate vice president of global marketing, an addition that furthers Microsoft Corp.’s dedication to building the consumer cachet of its online services network.
Jane Boulware, Corporate Vice President, MSN Global Marketing.
Boulware is widely recognized as a thought leader in consumer marketing, with almost two decades of experience in award-winning brand management for Kimberly-Clark Corp. She will serve as the steward of the MSN brand, overseeing the ongoing development of the brand’s consumer image, and other efforts to build awareness of MSN products and services and differentiate them from those of competitors.
“Jane’s track record as an industry leader in consumer brand marketing makes her the ideal addition to the MSN management team,” said David Cole, senior vice president of the MSN and Personal Services Group. “Her approach to marketing and building brands will help MSN become an even more recognizable and consumer-friendly network of services.”
Boulware Leads Trailblazing Efforts to Produce Strong Brands
As vice president of marketing services since 2000, Boulware headed Kimberly-Clark’s marketing research, advertising, promotion, interactive, packaging and design departments. She also led development of the company’s Brand Equity Management initiative, pioneering a comprehensive, consumer-centric approach to building brands that spanned the company and its products. This included the creation of Brand Builder, the first-ever marketing technology system that integrates sales, finance, the supply chain and other functions influenced or led by marketing. Other highlights of Boulware’s 17 years at Kimberly-Clark include her work on the national introduction of Pull-Ups disposable training pants and GoodNites disposable underpants. Both launches received the EFFIE award, given annually by the New York American Marketing Association in recognition of the year’s most effective advertising campaigns.
“Heading up worldwide marketing for MSN is a huge but exciting challenge — one I am thrilled to take on,” Boulware said. “I look forward to strengthening the connection between MSN and its consumers by building and refining one of the largest and most recognizable brands in the online services industry.”
Boulware’s goal is to make MSN the strongest, most relevant and trusted brand among consumer online services over the next five years. In addition to brand stewardship, Boulware will oversee MSN global marketing, advertising, public relations campaigns and consumer research. She also will lead the development of Microsoft’s overarching marketing strategy for Internet services in collaboration with marketing leaders in its Office, Windows®
and other groups.
Boulware reports directly to Judy Gibbons, corporate vice president of MSN Global Sales and Marketing.
MSN attracts more than 350 million unique users worldwide per month. With localized versions available globally in 39 markets and 20 languages, MSN is a world leader in delivering Web services to consumers and online advertising opportunities to businesses worldwide. The most useful and innovative online service today, MSN brings consumers everything they need from the Web to make the most of their time online. MSN is located on the Web at http://www.msn.com . MSN worldwide sites are located at http://www.msn.com/worldwide.ashx .
Founded in 1975, Microsoft (Nasdaq “MSFT”) is the worldwide leader in software, services and solutions that help people and businesses realize their full potential.
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