Microsoft is moving Gayle Troberman from her post handling MSN’s branded entertainment programming in the online services group to the consumer marketing group, where she will run the digital marketing strategy team, AdAge reported. In her former role, Troberman’s job was to pitch marketers and ad agencies and encourage them to spend ad dollars on MSN. Now, she’ll be working directly with Microsoft agencies McCann Worldgroup, Wunderman, Avenue A/Razorfish and Crispin Porter & Bogusky. Troberman will start her new job at the end of the month.
The move reflects the increased importance of digital marketing to Microsoft (NSDQ: MSFT). The company plans to shift most of its ad spending to digital over the next two years. During her time heading branded entertainment, Troberman worked with Ogilvy & Mather and PR shop Edelman on the Dove.com campaign and sought to get brands to give greater support to online video ads. She also struck a deal with production house Reveille that would give MSN a first look at online programming.
She also presided over some notable departures: last September, Cameron Death left his post as U.S. director-branded entertainment at MSN to become NBC Universal’s (NYSE: GE) VP, content. And just last month, Joanne Bradford exited as corporate VP and chief media officer of MSN Media Network to join online TV ad development and distribution firm SpotRunner, as EVP of National Marketing Services.