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.
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.
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.
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.