Director-Marketing

About the position

The Acquisition and Customer Marketing (ACM) team within the International Card Services (ICS) Centre of Excellence (CoE) drives market success across a portfolio of 23 international markets. The way we acquire, onboard, and grow engagement with our prospects across ICS is more important than ever to continue to enable the strong trajectory of ICS and growth contribution to American Express. This role is an exciting opportunity as part of the International ACM organization to revolutionize the company's future by attracting and acquiring new card members. ACM creates and collectively delivers the next horizon growth strategy, powered by investments, capabilities and marketing solutions that are customer centric, innovative and scalable. This is an important role for the ICS ACM CoE, to identify the next horizon growth across demand generation channels to fuel incremental ICS acquisition strategy. The Director, Demand Generation role is focused on establishing the best path forward to identify scalable growth opportunities across our demand generation channels including Paid Media, Member-Get-Member (MGM) and Affiliate channels to ensure we are meeting our ICS revenue growth ambition with a focus on driving premium audience segments and scaling awareness whilst maintaining efficiency, across Consumer and SBS segments.

Responsibilities

• Develop long-term channel vision to grow acquisition priority growth areas including premium and small business segments that balances the need to drive demand with profitable, sustainable growth.
• Drive holistic cross-channel strategy across international markets with consideration for local market nuances, regulatory consideration and identifying incremental areas of opportunity through data insights.
• Unlock media growth via audience, channel and creative strategy, and define and implementing a new central agency operating model to ensure we can effectively deliver our media priorities.
• Evolve the Affiliates strategy to maximise prospect discovery whilst increasing efficiency of the channel.
• Drive data-led thinking and planning with consistent reporting, cross-channel insights and Media Mix Modelling.
• Increase MGM referrals with enhanced targeting, creative and offer strategy.
• Accelerate MGM growth through the identification of innovation opportunities in close partnership with Product and Tech teams and lead the bid planning process.
• Lead and support a team of three talented channel SME direct reports. Instil a philosophy that encourages diversity of thought and values-led leadership that supports ongoing coaching and development.
• Champion enterprise-wide collaboration, establishing strong partnerships with key stakeholders including Brand, Product, Enterprise Digital Solutions, Compliance, Finance, Risk, Capabilities, Operations and Marketing Partners.

Requirements

• Strategic and creative problem solver who is comfortable working in white space, tackling unstructured problems and developing clear and executable action plans.
• Strong understanding of the card issuing business and proven track record of delivering commercial results in a marketing function.
• Acquisition experience and track record of delivering innovative digital experiences.
• Demonstrated strategic thought leadership, including synthesizing complex issues into specific plans and actions with linkages to broader business impacts.
• Successful candidate will be highly resilient with an ability to drive results and innovation in challenging conditions, and thrive in ambiguous, complex and rapidly changing environments.
• First-hand experience with large marketing agencies. External partner management experience a plus.
• Proven ability to develop and execute winning marketing channel strategies whilst leveraging own resources and through others outside of direct reporting line.
• Experienced people leader with strong track record of empowering and inspiring a team, dedicated to coaching and developing leaders.
• Excellent communicator with outstanding ability to build strong relationships across the enterprise, bring stakeholders along the journey to drive a customer-led agenda, identify win-win solutions and deliver against key initiatives.

Benefits

• Competitive base salaries
• Bonus incentives
• 6% Company Match on retirement savings plan
• Free financial coaching and financial well-being support
• Comprehensive medical, dental, vision, life insurance, and disability benefits
• Flexible working model with hybrid, onsite or virtual arrangements depending on role and business need
• 20+ weeks paid parental leave for all parents, regardless of gender, offered for pregnancy, adoption or surrogacy
• Free access to global on-site wellness centers staffed with nurses and doctors (depending on location)
• Free and confidential counseling support through our Healthy Minds program
• Career development and training opportunities