How This AmEx Brand Engagement Exec Keeps Paving a Positive Way Forward for Small Business

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Early on in his career, Walter FryeVice President of Global Brand Engagement & Design at American Express, made a commitment to himself to only take on roles that excited him to go to work every day.  

The result has gone beyond personal fulfillment. Walter’s work has benefitted communities both large and small, as seen in the major success of American Express’ 11th annual Small Business Saturday. According to the American Express 2020 Small Business Saturday Consumer Insights Survey, Americans spent a projected $19.8 billion. During a time that is crucial for small businesses, particularly for black owned businesses, Walter is behind multiple AmEx initiatives to ensure these establishments get the support they need. 

Adweek spoke to Walter about where he sees the small business landscape heading post-Pandemic, what brands are “getting it right” in terms of diversity and inclusion efforts, and his view on developing talent. 

How did you get to where you are today? Any noteworthy aha-moments along the way? 

“By choosing a profession that I love, I’ve never...

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