Director, Membership Recognition and Reinforcement

Director, Membership Recognition and Reinforcement

In U.S. Consumer Services (USCS), our product is Membership—delivering benefits and services that are essential to our Card Members across travel, dining, entertainment, and retail. We compete by providing a differentiated Membership experience that drives loyalty and long-term growth. USCS brings this to life through our premium, cobrand, cash back, and lending portfolios, Membership Rewards, Travel & Lifestyle Services, the Centurion Lounge network, Global Dining, U.S. Consumer Banking, Amex Offers, Amex Ads, and best-in-class marketing programs.

The U.S. Consumer Marketing team (USCM) is part of U.S. Consumer Services and is responsible for making membership essential by creating and delivering outstanding marketing for our differentiated products and services that drives demand and inspires engaged Card Members across the customer lifecycle.

The Customer Loyalty Marketing team within USCM is looking for a Director, Membership Recognition and Reinforcement to lead marketing strategies that strengthen Card Member engagement and long-term loyalty by reinforcing the value of Membership at pivotal change moments in the customer relationship – such as after a Card Member adds or upgrades a product or adds a supplemental Card Member – and driving engagement with capabilities that deepen their relationship with American Express, including lending tools and treatments. The Director will define strategies that build on these moments to strengthen engagement, retention, and long-term customer and business value.

A key area of focus will be evolving our Recognition strategy beyond traditional tenure-based programs into a more holistic approach to customer engagement. This leader will establish a framework for recognizing and celebrating meaningful moments across the customer lifecycle and delivering personalized experiences that make Card Members feel seen and valued, strengthen emotional loyalty, and differentiate the Membership experience.

This Director will lead a high-performing team and mobilize partners across American Express to establish roadmaps, align senior stakeholders, and translate strategy into action.

Responsibilities

• Define and evolve the Recognition strategy, expanding beyond tenure-based programs to recognize and celebrate meaningful moments throughout the customer lifecycle and deliver personalized experiences that deepen loyalty and differentiate the Membership experience.
• Lead Relationship Evolution strategy, developing marketing that reinforces Membership value at pivotal moments in the Card Member relationship, including after cross-sell, upgrades, retention saves, and participation in financial relief programs, to deepen engagement and support retention.
• Own Supplemental Card Engagement strategy across U.S. Consumer portfolios, driving activation, ongoing engagement, and long-term value through relevant, customer-centric marketing.
• Lead Lending Engagement strategy, driving awareness, adoption, and ongoing engagement with key lending capabilities, including Plan It, Pay Over Time, product line increases, customer-level pricing, and other lending treatments.
• Develop and prioritize strategic roadmaps across the portfolio, leveraging customer insights, analytics, and performance data to identify opportunities and drive measurable customer and business outcomes.
• Build alignment and influence senior stakeholders across Product, Customer Growth, Membership Engagement, Analytics, Brand, Servicing, Risk, and other partners to advance shared priorities and translate strategy into action.
• Lead, coach, and develop a high-performing team of marketers, fostering customer-centric thinking, innovation, collaboration, and strong execution.
• 8+ years of experience in marketing, customer engagement, loyalty, product marketing, or related disciplines, with demonstrated experience developing and leading customer-centric strategies.
• Strategic thinker with the ability to create structure around complex or ambiguous opportunities and translate vision into clear priorities and actionable roadmaps.
• Strong customer, analytical, and commercial orientation, with the ability to translate insights and business objectives into differentiated strategies and measurable outcomes.
• Proven ability to lead complex, cross-functional initiatives, build alignment, and influence senior stakeholders across organizational boundaries.
• Demonstrated ability to challenge the status quo, identify new opportunities, and lead innovation and change.
• Proven people leader with a track record of coaching, developing, and empowering high-performing teams.
• Excellent written and verbal communication skills, with the ability to distill complex topics and communicate compelling strategies and recommendations to senior leaders.
• Bachelor's Degree Required

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