For over a decade, MyWishlist was one of American Express's most successful digital marketing programs. An annual digital marketing engagement, it provided cardmembers and prospects exclusive access to premium products, experiences, and gift certificates at substantially discounted prices. Not only did the program provide great deals to existing cardmembers, but it also strengthened awareness for the brand, increased cardmember spend, and was used as an acquisition tool for cardmember prospects. The challenge was to redesign the MyWishlist experience, build a content management system for it, and execute all of the marketing aspects of the project.
As the lead producer and program manager on the project, I led all work-streams related to the project. This included the user experience, design, and software engineering of an e-commerce primary site, teaser site, and an associated content management system. In addition, I led all aspects of merchant procurement and management, asset development, media strategy/planning/buying, online advertising, email, direct mail, and the campaign measurement/reporting work-streams.
