Driving Personalized Customer Acquisition at American Express
As a Product Manager at American Express, I owned the Personalizations and Recommendations Platform—a critical capability designed to deliver tailored product recommendations to prospective customers, improve marketing effectiveness, and drive incremental revenue growth.
About the Personalizations & Recommendations Platform
The platform’s mission was to help prospective customers discover the best card products and offers for their needs. It used customer data—including cookie-level information and behavioral signals—to power intelligent recommendations across marketing channels and digital properties.
By matching the right customers with the right products and offers, the platform enhanced customer acquisition, improved marketing efficiency, and drove sustainable incremental Annual Recurring Revenue (ARR).
My Role: Product Manager
As the Product Manager for this platform, I was responsible for defining the roadmap and ensuring successful delivery of enhancements that directly impacted new customer acquisition and revenue growth.
Key responsibilities included:
- Requirement Gathering & Prioritization: Worked closely with marketing, business stakeholders, and data science teams to identify new opportunities and define high-impact features.
- Cross-functional Collaboration: Coordinated with data science, engineering, marketing, and business teams to deliver seamless, end-to-end personalization solutions.
- Campaign Enablement: Supported marketing teams by ensuring the platform was ready to power targeted campaigns with accurate, timely recommendations.
- Quality Management: Ensured consistent quality and relevance of recommendations through robust testing, monitoring, and iterative improvements.
- Revenue Impact: Focused on delivering incremental ARR through continuous optimization of recommendation algorithms and user experience.
Outcomes and Impact
Key results from this work included:
- Delivered data-driven product recommendations that matched customers to the best card products and offers, improving conversion rates.
- Enabled highly targeted marketing campaigns, enhancing customer acquisition efficiency.
- Maintained consistent recommendation quality through strong monitoring and validation processes.
- Drove incremental ARR growth by prioritizing and delivering enhancements that optimized the personalization experience.
- Strengthened collaboration between data science, engineering, marketing, and business teams to deliver business-aligned outcomes.
Key Product Management Skills Highlighted
- Product roadmap ownership and prioritization in a large-scale, regulated environment.
- Cross-functional leadership across data science, engineering, marketing, and business teams.
- Customer segmentation and personalization strategy.
- Quality management and measurement of recommendation outcomes.
- Focus on incremental revenue growth through continuous optimization.
If you’re looking to see how I can help design, launch, and scale personalized, data-driven products that deliver real business value, get in touch to discuss how we might work together.