American Express

Brand Manager (Graduate Intern), American Express
June 2016 - August 2016

American Express is a global brand, and as such, it faced challenges keeping a cohesive message, look, and feel across all of its business segments and geographies. I worked with the Global Brand Management team on research and development of a new brand strategy to fit within all of American Express' businesses and markets. Specifically, I focused on defining the target market, including sizing the opportunity, creating a detailed picture of who the target is, understanding how the millennial mindset has changed what luxury means today, and presenting these implications for the new global brand strategy.