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 provided executive leadership, strategic planning, and cross-functional team deployment to architect the "Designed with Your Business in Mind" campaig.

I conducted a business and marketing intelligence analysis, led customer behavior research, and TOF-MOF lifecycle planning to drive brand affinity and consideration.

End-to-End Campaign Ownership

Managed the strategic roadmap, audience segmentation analysis, budget allocation, and multi-platform media spend for acquisition (only).

Cross-Functional Squad Leadership

Managed a facilitation with design agencies, media buyers, and internal compliance/legal stakeholders to launch the campaign within a compressed timeline.

Partner Relationship Management

Collaborated directly with Amazon Business product teams to align messaging frameworks and leverage platform-specific behavioral data.