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As corporate vice president and chief of staff in Microsoft Corp.’s Central Marketing Group, Boulware leads a global, cross-Microsoft® initiative called ROMI (Return on Marketing Investment), to increase the impact of marketing in driving greater revenue, customer and partner experience, and marketers’ effectiveness and satisfaction. Specifically, Boulware is accountable for overseeing the development of marketing planning and execution processes, tools, systems, training and organizational design for more than $5 billion in marketing spend across more than 5,000 marketers worldwide. Boulware reports directly to Mich Mathews, senior vice president for Microsoft’s Central Marketing Group.
Before assuming this position in July, Boulware was the corporate vice president of Global Marketing for the MSN® network of Internet services at Microsoft and steward of the MSN brand. Boulware oversaw global marketing, advertising, public relations campaigns and consumer research for MSN, along with other ongoing efforts to make MSN the strongest, most relevant and most trusted brand of consumer products and services online.
Boulware is widely recognized as a thought leader in consumer marketing, with almost two decades of experience in award-winning brand management building some of the world’s most trusted and recognizable global brands, including Huggies, Scott and Kleenex. Before joining Microsoft in September 2004, she worked for 17 years for Kimberly-Clark Corp., where over the years she held a diverse set of leadership positions from marketing and brand management to business management. Most recently, as vice president of marketing services, Boulware headed Kimberly-Clark’s marketing research, advertising, promotion, interactive, packaging and design departments. She also led development of the company’s Brand Equity Management initiative, pioneering a comprehensive, consumer-centric approach to building brands that spanned the company and its products. This included the creation of Brand Builder, the first marketing technology system to integrate sales, finance, the supply chain and other functions influenced or led by marketing. At Kimberly-Clark, Boulware also served as vice president of Go to Market, which included supply chain and sales management duties; director of marketing for Latin America; and director and vice president of Scott Products following the $9.4 billion merger of Kimberly-Clark and Scott in 1995. Her other accomplishments at Kimberly-Clark include work on product launches that received the EFFIE award, given annually by the New York American Marketing Association in recognition of the year’s most effective advertising campaigns.
Boulware is an accomplished public speaker and is considered a thought leader and marketing pioneer in the brand-building space. She maintains close ties to the overall marketing community and actively participates or holds leadership positions in a number of groups including the Association of National Advertisers Inc. (ANA)’s Marketing Leadership Council, CMO Summits, SAP America Inc.’s CRM Advisory Council and AC Nielsen Marketing Advisory Council. She also sits on the board of the Boys and Girls Clubs of America for Fox Cities.
She has a bachelor of science degree from Iowa State University and an MBA from Purdue University. Boulware, her husband, Scott, and their two sons, Andy and Jack, live in Bellevue, Wash. Away from work, she enjoys running, hiking, biking and watching the Green Bay Packers. But most of all she enjoys being with her family and being a mom. | 