917 554 5960 / carljbaldassarre@gmail.com

American Express Digital Membership


In the beginning, there was online bill payment. I worked on what came next, leading creative, copy and content strategy over a four-year buildout of digital membership.

At launch, page views on the signed-in site increased 900%. Cardmember sign-ins increased over 10x within the first year. Begun in 3 selected global markets, our work become the foundation of digital membership in over 30 countries and expanded to include all Cards, from Centurion through Green. By the end of it, Cardmembers find airport lounges, restaurants, resorts, exclusive offers and every other benefit of membership, everywhere in the world.