James Butcher, Xbox Category Marketing Lead – Microsoft UK

James is currently Xbox Category Marketing Lead (July 2015 – Present) Responsible for owning and driving the category and retail business strategy for the Xbox console business in the UK

Previous to this he was the Bing/CAM UK GTM & Audience Lead, Product Marketing Manager (June 2012-Present). Responsible for overall Consumer Audience GTM strategy in the UK covering all the core elements of product marketing, from audience insight and definition, value proposition definition, channel and distribution strategy, brand management and marketing execution Significant achievements: Lead most successful UK Bing marketing campaign – Bing it On: Broad perception campaign aimed at de-positioning search quality gap with Google. Only campaign to drive UK Bing share: Homepage UU growth +22%, significant increase in repeat user engagement

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