Fairleigh Dickinson University

Kean University

American Express, Director, Amex Insights

Define and develop analytical program providing the first monthly, integrated view of Amex colleague data for CEO reporting with a focus on data accuracy, KPIs and visual storytelling. Recognized by senior leaders and business unit heads for clarity in the executive data visualization and insights.

Direct and own business unit insights portfolio and the employees and contractor development teams for Tableau, Oracle Analytical Cloud and PowerBI dashboards using SQL/Python for data analytics. To enable consistent and proactive analysis, define principles around data consistency, clarity, and relevancy to elevate team deliverables to senior leaders.

American Express

Director, Colleague Insights - Business Intelligence 

Manage research budget, agency strategy and global team focused on NPD, NPS, marketing and brand communications, customer experience optimization, segmentation, and innovation prioritization.  Recognized with Amex CMO award for leadership in Enterprise Collaboration, Living the Brand and Subject Matter Expertise.

Direct market research and insights strategy to redefine Membership Rewards brand using qualitative and quantitative techniques.    Recognized by SVP of Membership Rewards for the insights and partnership in developing B2B & B2C brand positioning.

Lead the development and implementation of a multi-method, customer loyalty segmentation program across 8 markets and 23 segments resulting in the first enterprise-wide segmentation.  Results used for database tagging to allow marketing, loyalty program team, and product owners to personalize communications to drive customer engagement.

Director, Amex Insights, Product & Benefit Insights

Led a team of five employees and insights professionals directing over $6M in primary and competitive research spend

Designed and developed global research platform to produce consumer advertising claims across 22 markets. Partnered with advertising agencies and legal teams to ensure the development of messaging within a more cost-effective platform.  Recognized by Amex CMO for Continued Excellence for engineering a cost-reduction of over $2M.

Built and implemented global B2B NPS study across 13 markets which identified and prioritized investments for each market and region.  Managed socialization and informed market specific action planning across senior executive teams including CEO office briefing.

Director,  Amex Insights, Consumer and Business Insights

Responsible for the planning, implementation, and analysis of strategic and tactical based-research to support the American Express brand and the creation and evaluation of strategic campaigns, themes, and messaging.  

Developed Global Brand Health Tracking program focused on defining and prioritizing brand and product messaging to improve American Express brand relevance vs traditional and non-traditional competitors 

Created and presented Brand Health Dashboard monthly to CEO Finance Steering Committee to identify reputational risks.  Insights integrated brand tracking analysis, macroeconomic indicators, competitive perspectives, social media, and social network perspectives to provide comprehensive view of Amex brand.

Conducted research across MNC through small businesses to develop co-branded communications, benefit programs for small businesses and improve sales team communications and Amex value prop. 
Recognized with a CMO Excellence Award and Chairman's Award for Goal achievement

Senior Manager,  Global Marketplace Insights, Consumer and Business Insights

Developed strategic communications research to support sales team business challenges by identifying key messaging to drive AT&T brand differentiation.

Conducted primary research to assess sub-brand benefits which drove development of new communications strategy for consumer and business customers.

Developed an MNC segmentation study assessing CTO/CIO business perceptions, technology purchasing needs, and buying triggers for key global markets in Asia, Europe and South America.

Recognized with a Marketing Excellence Award from the Information Technology Services Marketing Association; AT&T Excellence Award from AT&T President of Sales.

AT&T

Director, Marketing Insights 

System data design and developer responsible for translating Fortune 50 client data into customized billing and software solutions using SQL/dB design

Aileen M.