Staff Reporters
Feb 5, 2013

Microsoft Advertising appoints marketing director for emerging markets

SINGAPORE - Microsoft Advertising has named Alicia Carey (pictured) as its marketing director for emerging markets.

Carey: "Career at Microsoft has been nothing short of stellar"

The appointment will see her overseeing internal and external communications, planning and executing brand campaigns, implementing integrated marketing strategies and social media, as well as supporting the research and sales teams.

Carey was mostly recently the marketing communications lead for Greater Asia at Microsoft Advertising. The new role will see her reporting to Kenneth Andrew, senior sales director of emerging markets.

The emerging markets team focuses on the 24 highest growth markets across the world and represents more than 60 per cent of world geographies, including Asia-Pacific, Central and Eastern Europe, Greater China, Latin America, Mexico, the Middle East and Africa.

Its overall goal is to combine technology and creative online media to enhance the company’s offerings to advertisers and consumers.

“[Carey’s] career at Microsoft has been nothing short of stellar,” Andrew said. “And with more than 17 years of experience with creative agencies, she will help us strengthen our relationships with marketers, advertisers and agencies, while also helping build the Microsoft Advertising brand among key audiences.”

With a strong agency background, Carey was the chief client officer at Y&R Asia where she managed advertising and branding campaigns across Southeast Asia and Greater China for clients in the consumer electronics industry.

Over the past 17 years, she has worked with global agency networks on a diverse range of brands, including LG, Electrolux, Goodyear, Gillette and StarHub.

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