📌 Overview
To drive mobile user and engagement across global markets, I led the efforts to repurpose and scale existing internal AI-powered news API suite into an externally consumable content distribution platform, partnering with OEMs like Xiaomi, Huawei, Vivo, and Oppo.
This integration resulted in 3M+ daily active users (DAUs), delivering personalised, localised content at scale — and helped partners improve engagement across their mobile device (-1 screen)
❓ The Problem
Microsoft had a robust internal API for content personalisation, but it wasn’t built for external consumption. Our strategy is to grow mobile DAUs through OEM partnerships. We needed to:
- Standardise and repurpose existing internal API for third-party usage
- Create a scalable structure and workflow for different partners, content types and vertical experiences
- Ensure efficient onboarding, tracking, and performance governance
- Expand API to more use cases outside of news
💡 The Solution
⚙️ API Definition & Structuring
- Repurposed internal news feed API into a partner-ready distribution engine.
- Established standards for user profile id personalisation, partner caller tracking.
🤝 Partner Integration & Support
- Created process for easy partner onboarding
- Built a structured access workflow to manage technical requests
- Led bi-weekly syncs with partners to align on tech and product timelines
- Coordinated sprints across engineering, business development, and support teams
📈 The Impact
- ✅ +3M DAUs through API distribution with major OEMs
- ✅ Expanded API to include more content verticals such as sports, weather, health, and shopping experiences.
- ✅ Enabled new capability such as full-page personalised content experience and real-time breaking news notifications, boosting user engagement and retention
- ✅ Built a scalable process and workflow for future partners integrations
- ✅ Built scalable reporting to track and monitor integration performance and data analysis
🧠 What I Did
- Defined and owned the end-to-end API 3rd party API strategy
- Work with engineering team to standardised endpoints, user profile identification for personalisation, and partner caller tracking.
- Led partner-facing technical efforts and onboarding experience
- Drive partner meetings to expand API to more use cases (e.g. shopping, weather, health etc)
- Aligned internal product, engineering, and business teams to deliver on roadmap
🔍 Key Learnings
A well-structured API is more than just a feed — it’s a platform for partnership. By making Microsoft’s personalization engine accessible, flexible, and secure, we didn’t just distribute content — we scaled engagement across devices used by millions.