American Express Business
In Fall 2025, Amex Business Platinum went through a refresh an introduced new perks to card members.
Organic and Paid Social Strategy
Project Overview
Client: American Express
Industry: B2B and B2C Banking
Timeline: 2022-2025 (3 years)
My Role: Senior Social Strategist
American Express worked with my team at Dentsu on the organic side of the business, specifically to stand up their organic TikTok (47k followers). I led our Community Managers for daily on and off-page CM, as well as briefed our creative teams to launch Small Business Saturday content.
Additionally, I worked closely with American Express Business team for various B2B products including their Business Platinum and Gold cards across LinkedIn (138k followers). Most notably, I briefed in the creative team that leveraged limited assets from a broader, none-social focused shoot to create all new social that fit seamlessly into LinkedIn while hitting client's desired RTBs for Amex Business Platinum's social refresh.
Platinum Card Organic Instagram
Platinum Card Organic LinkedIn
Gold Card Paid LinkedIn Ad
Gold Card Organic TikTok
