Quantum Leap Winner:  Nancy Smith

April 6, 2009

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Nancy Smith loves coaching and winning. So it’s no surprise that her recipe for success at American Express builds from a diverse group of creative young professionals full of fresh ideas. “You have to surround yourself with great talent and many viewpoints,” says Smith, who has led American Express’ innovative initiatives into digital content and experience marketing. “And when you win, it’s not just you – it’s the entire team.”

Smith bought impressive credentials in publishing and advertising to American Express, where her industry awards include being named The Delaney Report’s Corporate Media Executive of the Year.

At Amex, Smith has focused on delivering engaging content to cardholders, while guiding the digital strategy for her brand. “We can’t deliver world-class service and personal recognition unless we bring our marketing strategy to today’s digital lifestyle,” she says. “And you have to innovate continually to stay ahead of the game.”

For example, Amex changed the format of a live seminar featuring business icon Richard Branson to an online webinar. That allowed Smith’s brand to offer a highly engaging, value-added benefit to members while cutting costs from $2,000 a touch point to just 45 cents.

Smith also fashioned a content partnership with designer Diane von Furstenberg of Bravo’s Project Runway. A digital after-show let Amex card members chat with the show’s talent, and von Furstenberg produced an exclusive limited-edition dress for card members.  In recent months, Amex has been spending time listening to its members and introducing new account management options and special member care lines to help them navigate in choppy financial waters.

But regardless of economic conditions, Smith remains committed to a digital brand strategy. “It all comes back to customer centricity in your marketing,” she says. “And our members live in a digital world.”

For more Changing the Game Awards Winners:

Quantum Leap Winner: Dr. M. Bridget Duffy
Quantum Leap Winner: Christine Owens
Quantum Leap Winner: Rosemarie Ryan
Brainwave Winner: Sue Bostrom
Paradigm Shift Winner: Esther "E.T" Franklin
No Apologies Winner: Dr. Jane McGonigal