Microsoft's Entertainment Engineer

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Name: Cindy Spodek Dickey

Age: 43

Who she is: group marketing manager, Microsoft Smart Personal Objects Technology (SPOT)

Where she's from: Previously, Spodek Dickey was the national group manager for Promotions and Sponsorships for Microsoft's Xbox. She also spent eight years at Walt Disney Co.

%%PULLQUOTE_RIGHT%% What she's done: She helped launch the successful Xbox game console with a slew of programs involving corporate partners like Pepsi-Cola, Frito-Lay and Taco Bell. She also put sponsorships together like the Van's Triple Crown in the extreme sports space.

What's next: She's focused currently on "smart watches" enabled by SPOT and entertainment will play an integral role in the marketing mix. "Traditional media and advertising can't buy cultural credibility."

Stock in Trade: "Microsoft taught me technology and marketing on a grand scale. Disney taught me entertainment marketing."

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