American Express


Global brand, marketing and communications responsibilities within the International Card Business. Led B2B and B2C activities designed to generate brand affinity through a suite of curated brand partnerships and events.

Mav_Process Diagrams_Challenge_WhiteBG_AW.jpg

Seeking to increase global B2B and B2C customer engagement with the American Express brand, Sheelpa sought to scale and commercialise strategic partnerships across core customer passion areas: music, sports, fashion, film, art and culture. 

Mav_Process Diagrams_Approach_Transparent_AW.png

Sheelpa developed a global strategy to drive content and digital innovation through the worldwide activation of American Express Unstaged, a pioneering, live-streamed concert series in partnership with YouTube and Vevo that would deliver a seamless online and offline customer experience across 30 markets. Drawing on her veteran ability to cultivate productive collaborations, Sheelpa created omni-channel creative campaigns in partnership with entertainment giants Ticketmaster, Live Nation and AEG and led a content-driven partnership strategy for London Fashion Week with a luxury online fashion retailer.  To build meaningful brand affinity for their B2B business, Sheelpa launched a global series of forums, training & networking events for C-suite customers, key decision makers and influencers.

Mav_Process Diagrams_Impact_Transparent_AW.png

By developing a coordinated cross-market strategy directly aligned with business ambition and customer passion areas, American Express grew brand affinity and transactional engagement with their core target audiences. Highlights of these successes include: 

·      American Express Unstaged event with Kings of Leon increased YouTube viewership by 72% and generated 850,000 playbacks. 

·     Single pre-sales campaign for Bruno Mars tour in Asia generated USD 9m in additional spend

·     The London Fashion Week e-commerce campaign generated 40% uplift in sales, and led to an international roll-out of the model 

·     Education around American Express products and services generated B2B commercial gains 

·     Targeting the C-suite, the Centurion Card Forum resulted in the launch of American Express Centurion in China, India and Brazil.