917 554 5960 / carljbaldassarre@gmail.com
Screen+Shot+2018-01-02+at+4.45.28+PM.png

American Express global CX.

In the beginning, there was online bill payment. I led creative, copy and content strategy for what came next, a four-year buildout of a new digital Cardmembership experience.

Role: Creative director, writer, content strategist

The foundation of digital membership.

Originally just for Platinum and Centurion Cardmembers in 3 selected global markets, our work expanded to all countries (ex. US) and all Cards.

Generating measurable results.

Generating measurable results.

At launch, page views on the signed-in site increased 900%. Cardmember sign-ins increased over 10x within the first year. 

Centurion_Setup.png
Screen+Shot+2014-09-06+at+4.29.19+PM.png
Screen+Shot+2014-09-06+at+7.04.14+PM.png
Mobile first strategy.

Mobile first strategy.

Tools Cardmembers could use on their phones quickly became the starting point for our approach to creative, content strategy, templating and copy.

Screen Shot 2018-01-18 at 12.05.20 PM.png
Airport lounge access.

Airport lounge access.

I led development of customer experience, from sketches to testing to live products.

Screen Shot 2018-01-18 at 1.57.11 PM.png
Screen Shot 2018-01-18 at 1.57.33 PM.png
The restaurant finder.

The restaurant finder.

The global restaurant program was a tiny benefit that exploded in value with digital access, as better visibility attracted more restaurants and offers.

Screen Shot 2018-01-18 at 2.04.55 PM.png
Screen Shot 2018-01-18 at 2.11.15 PM.png
Screen Shot 2018-01-17 at 12.25.31 PM.png
Travel and insurance.

Travel and insurance.

From travel offers to insurance to city guides, the platform continues to redefine the privileges and possibilities of Cardmembership.

Screen Shot 2018-01-18 at 2.43.57 PM.png