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Microsoft Cloud Marketing 
portfolio naming strategy
& management


Category: Technology

Agency: Northbound


Deliverables: portfolio naming and architecture, naming ideation, process and guidelines, daily management and consultation, market and competitive analysis


Ensuring excellence in naming strategy, process and outcomes

While at Northbound, I led a 6-person strategy team dedicated to managing the day-to-day naming strategy for the ever-expanding Microsoft Cloud Marketing portfolio. Our team was regularly tasked with solving complex challenges related to strategy, architecture, naming, messaging and more. In partnership with internal brand managers and executives, it was our responsibility to ensure consistency of Microsoft's descriptive, self-evident naming strategy across all product families, including Azure, Security, M365, Dynamics 365, Power Platform and Industry Clouds. 


During my time there, we also worked to streamline Cloud Marketing naming as a  whole, which included evolving processes and practices to increase efficiency, internal understanding and quality.



  • More than 700 names evaluated and approved in fiscal year 2022 

  • Evolved naming processes and best practices throughout business unit

  • Partnered with brand and Cloud Marketing leaders for excellent outcomes

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