Led six-month project discovery that would drive support for the release of a teen-oriented web destination on the MSN.com network and provide data analysis for strategic planning and feature prioritization.
Challenge:
To address the nuances and 'fickle-ness' of various teen segments, audiences and channels in the creation of website features, content positioning, branding and messaging.Action:
- Set clear, strategic objectives for business expansion through extensive consumer research and ensured agreement from stakeholders prior to initial investment.
- Communicated key points of difference, proof points and an understanding of teen motivations and needs in positioning and product development.
- Objectively interpreted Microsoft capabilities and limitations to determine the appropriateness of moving forward on market opportunity.
Results:
- Presented an in-depth, persuasive assessment of opportunities and threats in current and emerging teen market, with business recommendations and feature prioritization, to a team of senior vice presidents.
Heather Henricks · Email