Senior Manager - Creative Strategy

The Global Advertising and Brand Management (GABM) organization has a mission to create marketplace demand and drive commerce for American Express through differentiated and innovative products, partnerships, marketing, and customer experiences.

 

OnBrand, the American Express in-house creative agency, has the ambition to become the internal creative partner of choice by building seamless customer experiences for our Business Units, driving results, and unlocking value for the enterprise. Powered by industry-leading creative, we are focused on developing forward-thinking ideas and working across channels to create end-to-end experiences in digital and beyond.

 

The Senior Manager of Creative Strategy develops and implements the strategic foundation and roadmap that inspires and informs communications to drive the company’s brands and products to our targets. This role forms an integral partnership with the creative team and will focus on our B2B business. 

They’ll be responsible for generating comprehensive data and insight-driven, integrated creative and channel briefs. They will acquire and share deep knowledge of the industry including the competitive landscape, category disruptors and key business issues that affect American Express. They’ll develop approaches that drive high-level decisions, recommendations and result in standout creative delivery. Additionally, and perhaps most importantly, our ideal candidate is creative, collaborative, positive and can build strong relationships with both internal, external partners and agency teams.

• Sets the strategic direction for creative campaigns and drives alignment with overall business strategy.

• Develop brand and product positionings, campaign briefs, comms plans, consumer journeys, and activation frameworks that guide creative execution.

• Develops and executes innovative digital, channel, and content strategies across multiple platforms and customer touchpoints with demonstrated experience in digital content creation, including 360 campaigns, social media, video, and emerging technologies.

• Seeks opportunities to stay up to date on technology, tools, and emerging media channels.

• Establishes themselves as a thought leader around integrated marketing and their dedicated line of business.

• Provides insight into testing methodologies and informs forecasting and optimization requirements for ensuring full impact.

• Forms strong working bonds with internal clients to become their trusted strategic partner.

• Works with data, analytics, Amex Insights, media teams, to identify and illuminate the data’s narrative and frame the implications for communication.

• Facilitates team brainstorms to stimulate unexpected ideas and initiatives.

• 5-7+ years of relevant work experience in a creative agency and/or client-side creative strategy/brand planning roles.
• Creative brief and strategic framework development mastery.
• B2B marketing experience, preferred
• Experience managing and executing complex 360 & digital campaigns, including working closely with creative teams to tailor campaign messaging to specific media channels.
• Platform proficiency, competent in ad platforms including but not limited to paid social, programmatic display, search, remarketing.
• Problem-solving skills and ability to navigate difficult issues.
• Ability to organize and work with complex information and data.
• Ability to formulate smart POVs on industry related topics and socialize them.
• Strong analytical skills, understanding of KPI measurement and attribution.
• Demonstrated curiosity for trend watching.
• Sound business and professional ethics.

Employment eligibility to work with American Express in the United States is required as the company will not pursue visa sponsorship for these positions. 

At American Express, our culture is built on a 175-year history of innovation, shared values and Leadership Behaviors, and an unwavering commitment to back our customers, communities, and colleagues. From delivering differentiated products to providing world-class customer service, we operate with a strong risk mindset, ensuring we continue to uphold our brand promise of trust, security, and service.

As part of Team Amex, you’ll experience our powerful backing with compreh