Group Creative Director, American Express. Global + North America. (2016 - 2019)

Creative Lead providing full-service, worldwide for all strategic and creative B2C and B2B marketing and communication.

  • Led global experiential, social, and digital marketing efforts, creating campaigns that delivered 5.9 billion+ global impressions.

  • Developed and launched Lin-Manuel Miranda’s Amex campaign, surpassing all earned media projections.

  • Led the most successful Small Business Saturday to date, driving 104M+ shoppers and $17.8B in sales in one day.

  • Achieved unprecedented growth and engagement. The "Don't DoBusiness Without It" campaign, drove record acquisitions.

American Express | B2B Reinvention
Redefined American Express’ B2B voice with the “Don’t Do Business Without It” campaign—delivering record-breaking acquisition numbers and proving that B2B creative can resonate just as deeply as B2C. Our “Shop Small” content series became a cultural and commercial phenomenon, driving 104 million shoppers and $17.8 billion in sales in a single day. We created emotionally compelling work that elevated entrepreneurship, celebrated small business resilience, and connected Amex with a new generation of business owners rewriting the rules.

We began by partnering again, with our Mega Ambassador, Lin-Manuel Miranda.

We also created proximity campaigns - geolocating ads on digital billboards (ie.taxi tops) to help businesses near by during the campaign. The ads would change depending on which businesses were nearby in proximity.

We placed the content to meet people in the places where life and business intersect, across mobile channels, in more than 20 different podcasts, within file-sharing tool WeTransfer and other business tool sites.

 And donated space for small businesses to get big exposure.

In addition to the brand campaign, we wrote content in every phase of the B2B journey:

  • Awareness Stage; I wrote TV (all Lin-Manuel + Small Biz Sat), films and day to day paid promotion social. Also wrote created an managed blog posts, targeted case studies, tactical social media marketing specific to certain segments of businesses, promoted webinars, online events, trade shows and planned PR events.

  • Interest stage; Engage prospects with (indoctrination, engagement and ascension) email campaigns and interactive content.

  • Consideration stage: Made targeted case studies, product demos, comparison guides, and customer testimonials. (Also see our geolocation campaign below)

  • Intent stage: Created personalized follow-ups, tailored proposals, and ads promoting pilot programs.

  • Evaluation stage; Created detailed product info comms, and materials leading to references.

  • Purchase stage: Wrote comms showing purchase processes for small business and travel support campaigns.

  • Post-purchase stage: Wrote comms for loyalty programs, upselling and cross-selling opportunities, and advocacy programs.