Director – Partnerships and Demand Optimization

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 a portfolio of commercially focused growth levers that drive customer acquisition, demand generation and long-term business value. The role brings together co-brand acquisition, acquisition offers and the UK Amex Experiences programme to create a more integrated approach to partnership-led growth, customer value creation and marketing efficiency.

The role sits within the Demand Generation team and brings these areas together to strengthen commercial partnership focus, create demand and deliver differentiated customer and business value.

The successful candidate will combine strong marketing expertise with commercial instinct, identifying new opportunities, building and leveraging strategic relationships, negotiating effectively and translating customer insight into measurable outcomes.

Working closely with Product, Analytics, Finance, Risk, the IAG Loyalty and British Airways relationship, Performance Marketing, UK Brand and Global Advertising & Brand Management (GABM), the Director will maximise acquisition performance and commercial value through effective investment decisions, integrated planning and rigorous performance optimisation.

The Director will own acquisition strategy for the British Airways Card portfolio, lead UK acquisition offer strategy and the Offers & Demand Optimisation team, and oversee the UK Amex Experiences and sponsorship programme. Together, these disciplines will be used as connected commercial levers to create demand, strengthen customer value propositions and support sustainable growth.

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 acquisition strategy for the British Airways Card portfolio, delivering against acquisition, revenue and profitability objectives.
• Lead the UK acquisition offers strategy, ensuring incentive and promotional activity drives customer response, acquisition performance and long-term value.
• Lead the UK Amex Experiences and sponsorship programme, maximising the value of partnerships and experiences to drive customer engagement, consideration and business outcomes.
• Identify, negotiate and develop strategic partnership opportunities that support customer acquisition, differentiation and long-term growth.
• Build compelling customer propositions and programmes that leverage partnerships, offers and experiences to create competitive advantage.
• Manage significant marketing investment and ensure resources are allocated effectively across acquisition, offers and experiences activity.
• Partner closely with Product, Finance, Analytics, Risk and Performance Marketing teams to optimise acquisition performance and commercial outcomes.
• Partner with IAG Loyalty and British Airways to develop acquisition plans, commercial opportunities and growth initiatives.
• Partner with UK Brand and GABM stakeholders to ensure experiences, sponsorships and partnership activity align with broader brand and business priorities.
• Evaluate new opportunities, technologies and innovations that can strengthen customer acquisition, engagement or value creation.
• Establish robust measurement frameworks and performance reporting to evaluate effectiveness and optimise future investment decisions.
• Lead agency and external partner relationships, ensuring high-quality delivery, strong commercial management and maximum return on investment.
• Ensure all activity is delivered within appropriate governance, legal, compliance and risk management frameworks.
• Lead, coach and develop a team of marketing professionals, creating a high-performing and inclusive culture.

• Significant experience leading B2C acquisition, partnership, loyalty or customer value functions, with accountability for delivering measurable business outcomes.
• Experience leading sponsorship, experiential, loyalty or customer engagement programmes would be advantageous
• Strategic thought leader with experience identifying, implementing and scaling innovative marketing, partnership or customer value initiatives
• Demonstrated ability to originate, structure and develop commercially valuable propositions, partnerships or promotional strategies
• Strong commercial acumen, ideally built through evaluating investment decisions, negotiating partnerships and balancing customer value with business performance.
• Proven track record of identifying growth opportunities and translating them into measurable commercial outcomes through acquisition, partnerships, incentives or loyalty programmes.
• Experience managing complex external partnerships and using relationships to create growth, differentiation and mutual value.
• 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.