American Express

The Challenge

Contrarily to the American credit culture, where wallets are crowded with colorful credit cards of various brands, in France, the average consumer rarely owns more than one credit card.

The French wallet configuration was definitely one of the challenges American Express faced to penetrate the market. But another hurdle, was its brand awareness. It was good but not good enough.

To increase their reach in France, Amex had to partner with a well-established French brand. Hence, staying true to their travel origins, Amex forged an alliance with Air France to grow their reach in the French market.

My Mission

The main growth strategy for American Express France was to boost the acquisition of the co-brand cards to fulfill their business objectives and increase their brand awareness.

I was lucky that my job was directly related to the brand's business goals. Indeed, I was responsible of nurturing our partnership with Air France and developing campaigns to increase the number of co-brand cardholders in France.

How I handled it:

Between email marketing, developing multi-canal campaigns, and creating co-branded operations with our partner, my role required a wide range of skillset. And by constantly monitoring our KPIs and optimizing conversion rates, I managed to show double-digit growth year after year, therefore, exceeding acquisition expectations.

Aside from managing our valued relationship with Air France, we also decided to conduct punctual co-brand operations with other French brands to diversify our acquisition strategy. This involved scouting promising startups in the travel industry, pitching them ideas and launching campaigns.