In its efforts to improve its marketing strategy with the upcoming release of Windows 8, Microsoft has invaded Walt Disney Corporation to fill a position tasked with flogging Windows 8 to consumers buying PCs and tablets next year, and has hired former Disney director of brand strategy Jay Victor as its own director of brand strategy, working in Microsoft's Central Marketing Group (CMG).
Victor has been with Microsoft for almost a month.
Victor was with Disney for nearly five and a half years, and on his LinkedIn profile he says he managed brand strategy for family entertainment at "the coolest job in the world". His position included market research, business development, product development, creative, and marketing.
Microsoft placed an advertisement on LinkedIn that sheds light on Victor's job, as the company is not disclosing exactly what Victor will be doing. According to the advertisement, Victor's initial focus will be Office, Windows, Bing, and Xbox, which the posting said "has accountability for brand stewardship on primary brand(s)" which clearly refeletcs that one of Victor's first jobs will be introducing Windows 8, the successor to Windows 7 that is understood to be on the fast track, looking at an April 2012 release for both the x86 and the completely new ARM-architecture editions.
Windows 8 will be Microsoft's first operating system actually built for tablets in addition to PCs, and is designed to help Windows and OEMs finally deliver their response to Apple's iPad.
According to Microsoft's ad, Victor must develop and deliver brand strategy, which includes working on product names, messages, visual identities, marketing programs, and packaging, with all this integrated across advertising, PR, events, and retail.