Multi-Channel

American Express is the undisputed giant in corporate Credit Cards, but they were losing market share to fintech disruptors like Brex and Ramp.

Over the past five years, my team has partnered with Amex to refresh their Corporate Program marketing from acquisition to early tenure by:

• Identifying key decision-makers and stakeholders for each journey stage.
• Conducting user testing with mid-market and large and global financial decision-makers.
• Making strategic user journey recommendations and crafting custom messaging across multiple stages of the purchase and early-tenure funnel.
• Testing and refining this messaging in focus groups.
• Writing claims and playbooks to deliver a consistent strategy across all Corporate Program marketing partners.
• Building and executing an SEO/SEM strategy for key verticals based on interviews with Amex' internal sales team.
• Creating a reusable design template to scale up landing pages as needed.
• Making incremental updates to existing pages to optimize content hierarchy, language, and imagery.

Through continuous testing and scaling, we have steadily increased quality leads and Corporate Card Member enrollment in Card benefits.

And after a successful Future of Site exploration last year, my team helped our client partners secure leadership buy-in to design, build, and iterate on a brand new, best-in-class digital acquisition experience that is slated to go live in Q4 2025.

To learn more about each piece below, please hover over the small white dot in the lower right-hand corner (tap on mobile).