JFK Terminal 4 (JFKIAT) serves as New York’s international airport hub, while American Express is a premier global financial services, operating its flagship Centurion Lounge at Terminal 4.

This strategic partnership’s objective was to integrated American Express’ premium cardholder benefits (including the Centurion Lounge) with passenger experience to reinforce brand affinity, drive travel cardholder usage, and increase terminal preference when traveling.

Securing Cardholder Experience

The collaboration needed to differentiate premium benefits prior to the passenger arriving to the terminal, and maintain connect, seamless experience from curb-to-gate within a high density, fast paced airport concourse.

Lounge Usage Growth
Additionally, the activation required driving card acquisition and lounge engagement amid fluctuating post-pandemic international travel volume.

Curb-to-Gate Framework: Designed a multi-phase media and experiential roadmap that a highly compliant (amid Pandemic regulations), premium launch initiatives within the lounge for cardholders traveling through the terminal

The success launch of the lounge brought a 15,000-square-foot, two-story flagship space, featuring a 1920s-style "1850" speakeasy, custom dining by chef Ignacio Mattos, an Equinox Body Lab wellness area, and premium bars.

The partnership elevated overall passenger satisfaction scores and boosted lounge utilization among eligible cardholders throughout key travel windows.

As Marketing Director, I provided division leadership, strategic planning, and cross-functional team deployment to align airport marketing and co-branded messaging with American Express; strategic objectives.

I led stakeholder coordination and lifecycle promotional planning to drive premium brand and terminal affinity, and measurable engagement across every touchpoint of the traveler journey.