American Express and Amazon partnered to deliver co-branded financial and procurement solutions designed to empower small business growth and streamline working capital management.

The "Designed with Your Business in Mind" initiative was a customer testimonial driven brand awareness and acquisition campaign created for the American Express Amazon Business Card.

Utilizing deep consumer insights and behavioral segmentation, the program translated raw customer data into relatable narratives that highlighted real-world small business success stories, with the objective to test new top-of-funnel awareness channels (YouTube)

Saturated Traditional Channels

Established acquisition channels (like Paid Search and Direct Mail) were hitting efficiency plateaus, driving up Customer Acquisition Costs (CAC).

Unproven B2B Video Space

YouTube was untested for this portfolio, presenting legal regulations and creative, attribution, land audience-targeting uncertainties for B2B card conversions.

Macroeconomic Cash-Flow Pressures

Small businesses were tightening budgets, making it harder to convert prospects without demonstrating immediate, tangible business utility.

Data-Driven Audience Identification

Analyzed commercial spend data to isolate SMB verticals characterized by high-frequency, high-volume recurring operational expenses.

YouTube Vertical Validation

Pioneered a net-new testing framework on YouTube, mapping custom intent audiences to mid-roll video assets optimized for business decision-makers.

360° Testimonial Ecosystem

Architected a multi-touch customer testimonial campaign that enveloped prospects across YouTube, the Company Blog, Instagram, LinkedIn, and Email, matching creative messaging to channel behaviors.

The initiative drove significant lifts in brand awareness and product penetration while demonstrating the tangible, daily operational benefits of the card.

By humanizing B2B financial services through relatable storytelling, the campaign achieved measurable increases in new account conversion rates and low CAC.

As Senior Acquisition Marketing Manager, I co-owned the “Designed with Your Business in Mind” brand awareness program with Amazon for the Amazon Business American Express Card. I managed the roadmap, audience segmentation, budget, and media plan; aligned Amazon product teams, creative agencies, media buyers, and compliance and legal stakeholders on scope and launch timelines; and ran a structured test-and-learn program to drive brand affinity and consideration within a compressed timeline.