Paul Fabretti

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Global director of social media, Microsoft (CAS)

London

Influence & Engagement

"The way we measure the impact of social must reflect the mobile-first, multi-platform world in which we operate"

Newly installed as a global social media director at Microsoft, Fabretti is responsible for global social media strategy for the tech giant's sonsumer apps and services division, which covers such brands as Skype, Office/Office 365, OneDrive, Outlook and OneNote. Accordingly, Fabretti's social media pedigree is impressive, and includes almost three years in senior digital roles at Telefonica/O2, where he won awards for his use of Twitter, and helped ensure social media innovation translated into tangible commercial and reputation benefits. And his agency-side background covers major digital initiatives for brands such as Dyson, Lexus, Durex and The NHS, along with GMP24 in which the Greater Manchester Police Force tweeted every 999 incident for a 24-hour period.