Director - Demand Generation Consumer Acquisition and Brand

International Card Services (ICS) brings together our International Consumer and Small & Medium Size Enterprises (SME) issuing activities, as well as our Commercial Large Market sales and account development teams. ICS issues Cards in 27 countries, and is responsible for two Joint Ventures covering around a dozen countries. The leaders in these countries are empowered to make decisions at a local level, in partnership with other local business leaders. Local teams are supported by two cross-market teams – the Centre of Excellence, and Risk & Control Management.

This is an exciting and highly visible leadership opportunity within UK Card Services, responsible for leading Consumer Card acquisition and UK Brand strategy across the UK market. The role sits within the Demand Generation team and is accountable for driving prospect demand, increasing Cardmember acquisition and strengthening brand consideration across the UK Consumer portfolio.

This individual will be responsible for developing and executing acquisition strategies for the UK Consumer Card portfolio, including Gold, Platinum, Cashback and Centurion products. Working closely with Product, Analytics, Finance, Risk and Performance Marketing partners, the Director will maximise acquisition performance through effective investment allocation, integrated planning and rigorous performance optimisation.

In addition, the successful candidate will lead the UK Brand agenda, working closely with Global Advertising & Brand Management (GABM) to maximise return on brand investment, drive brand consideration amongst priority audiences and support the delivery of UK growth ambitions. The role will also provide leadership for local brand initiatives and activations and support activation of key global experiences and sponsorship programmes.

The successful candidate will maximise the impact of marketing investment, identify new opportunities for growth and innovation, and ensure marketing activity directly supports commercial outcomes and long-term business objectives.

The Director will lead three Manager (B35) teams and play a key role in shaping the future growth strategy of the UK business.

• Develop and execute the Consumer Card acquisition strategy for the UK market across ATL channels.
• Own acquisition planning, investment prioritisation and performance management across the Gold, Platinum, Cashback and Centurion portfolios.
• Develop annual and quarterly acquisition plans aligned to business objectives, customer needs and portfolio priorities.
• Establish clear acquisition objectives, measurement frameworks and performance targets, regularly reviewing results and optimising activity to improve commercial outcomes.
• Manage significant acquisition investment, optimising channel mix, marketing effectiveness and return on investment.
• Drive a culture of innovation, testing, learning and continuous optimisation to unlock growth, improve acquisition performance and identify new sources of competitive advantage.
• Identify, evaluate and scale innovative marketing capabilities, channels and approaches that improve customer acquisition, marketing effectiveness and commercial outcomes.
• Partner closely with Product, Finance, Analytics, Risk and Performance Marketing teams to deliver sustainable acquisition growth across the full customer journey, from awareness through to approval.
• Provide leadership and oversight of marketing governance, ensuring all acquisition and brand activity meets regulatory requirements, risk standards and internal control expectations whilst supporting strong customer outcomes and sustainable growth.
• Develop integrated acquisition plans spanning consideration, demand generation, acquisition offers, conversion and approval, ensuring marketing investment is deployed effectively across the full funnel.
• Partner closely with the Offers & Demand Optimisation team to shape acquisition offer strategies and integrated marketing plans that maximise prospect demand, response and long-term customer value.
• Translate customer insight, market trends and competitive dynamics into actionable growth strategies and investment priorities.
• Own UK Brand strategy and ATL Brand marketing activity.
• Partner closely with GABM to maximise the impact of local and global brand investment and increase brand consideration amongst prospective Cardmembers.
• Influence creative development and media strategies to better meet the evolving needs of UK consumers.
• Provide strategic leadership for local brand initiatives and activations that strengthen the relevance and differentiation of the American Express brand.
• Support the activation of global experiences and sponsorship programmes, including Formula 1 and NFL properties.
• Own senior relationships with creative and media agency partners, ensuring high-quality strategic thinking, executional excellence and strong commercial outcomes.
• Challenge and influence agency partners to continuously improve effectiveness, innovation and return on marketing investment.
• Lead and inspire a high-performing team and agency partners to deliver measurable business impact.

• Significant experience leading acquisition, growth, brand or integrated marketing functions, with responsibility for large-scale consumer acquisition, brand building and ATL media investment.
• Proven track record of developing growth strategies, driving innovation and delivering measurable commercial outcomes through marketing investment.
• Demonstrated experience developing and executing consumer marketing strategies across major ATL channels, including TV, Online Video, Audio and Out of Home.
• Experience managing significant marketing budgets, investment portfolios and strategic growth programmes.
• Experience building and optimising large-scale marketing investment plans, balancing short-term acquisition performance with long-term brand growth.
• Strong experience shaping customer propositions, acquisition programmes and growth strategies.
• Demonstrated success leading creative and media agency partnerships, including strategic planning, campaign development, performance management and investment optimisation.
• Strategic thought leader with experience identifying, implementing and scaling innovative marketing approaches, capabilities or business opportunities.
• Commercially curious, customer-focused and comfortable operating in ambiguity and change.
• Strong communication, influencing and negotiation skills, with the ability to build credibility and drive commercial outcomes across internal and external stakeholders.
• Strong analytical mindset, with the ability to convert customer, partner and performance insight into commercial decisions and investment priorities.
• Proven ability to lead and develop high-performing teams in complex, matrixed organisations.
• Excellent stakeholder management and influencing skills, with the ability to operate effectively across senior internal and external audiences.
• Exceptional people leader with the ability to inspire, motivate and develop high-performing teams.

Employment eligibility to work with American Express in the UK is required as the company will not pursue visa sponsorship for this position.