American Express: Green card global relaunch
After 50 years, the Green Card revamped itself as the ultimate travel card for Millennials. As part of the in-house agile site marketing team, I brought to life the site content to support the ATL campaign. Added bonus: I worked closely with UX teams, led content strategy, and found new ways to optimize content.
Results: The Green card relaunch brought in 30K+ new applications and $38 MM in billed business acquired.
Green Card campaign site content strategy
The Green Card re-launch was just one of many initiatives taking place across the beast that is the American Express site. To ensure a cohesive story within the user journeys, my partner and I proactively created a content strategy, used previous A/B test insights to optimize content, and pitched new UX approaches within the strict design framework.
Result: Our content strategy map (below) became a tool for marketing teams to plan the tease, launch, and evergreen messaging phases.
Launch of American Express’
first-ever tone of voice
I was brought in by American Express’ agile site marketing team to launch the brand voice across card products. The goal was bigger than helping the 170+ year brand sound ‘more consumer friendly’.
I developed creative concepts for A/B testing to increase conversion rates, pitched and tested animation styles (a first for the site), and sold in narrative-style creative based on data.
Result: Overall, optimized site work was responsible for $30MM+ in additional revenue.
