Director - Small Business Site Marketing

American Express Global Commercial Services (GCS) is the leading payments provider for businesses of all sizes, with Small Business representing our largest customer segment and a continued area of strategic investment. The Small Business Marketing (SBM) team is responsible for driving growth across the Small Business portfolio by acquiring new customers and deepening relationships with existing ones across our Card, Business Line of Credit, and Banking products. The organization is comprised of the Prospect, Customer Growth, Customer Activation, Customer Engagement, and Co-brand Marketing teams, working together to deliver innovative marketing strategies and exceptional customer experiences.

The Director of Small Business Site Marketing will lead the digital acquisition strategy for the U.S. Small Business prospect website, overseeing the end-to-end customer shopping experience across americanexpress.com. This leader will define the strategic vision for how prospective customers discover, evaluate, and apply for our suite of Small Business products, ensuring every digital touchpoint delivers a best-in-class, personalized experience that drives acquisition and long-term business growth.

 

This role is responsible for our most visible channel and digital entry point which drives nearly 25% of overall Prospect Revenue Acquired. This role will drive the overall Site Marketing strategy, including ecommerce experience, digital merchandising, SEO, content strategy, personalization, experimentation, and performance optimization. As the business owner for the Small Business digital storefront, the Director will partner closely with Enterprise Digital, Product, Technology, UX, Analytics, and other teams to shape the product roadmap, influence investment priorities, and continuously evolve the customer experience through data-driven insights and innovation.

 

The ideal candidate is a strategic digital leader with strong business acumen, and a passion for using customer insights, analytics, and emerging technologies to transform digital experiences. This individual will lead a high-performing team while influencing senior stakeholders across the organization to deliver measurable business results.

• Define and lead the long-term vision and strategy for the Small Business digital acquisition experience across americanexpress.com, translating business strategy into a multi-year digital roadmap, prioritizing initiatives that improve customer experience, drive acquisition, increase conversion, and maximize revenue 
• Serve as the prospect business lead for the Site channel, leading our Always-On Tech investments and partnering with Digital Product Management and Technology teams to shape product roadmaps, define business requirements, and deliver new capabilities through agile development
• Own the end-to-end ecommerce experience, including B2B homepage strategy, product detail pages, shopping flows, content, SEO, personalization, and conversion optimization
• Manage channel forecasting and results analysis; optimize channels and flex plans as needed to meet investment and performance objectives
• Establish and evolve a best-in-class experimentation and optimization program, leveraging customer insights, analytics, user research, and test-and-learn methodologies to continuously improve site performance
• Stay on the forefront of ‘Answer Engine Optimization’ (AEO) and lead AEO and SEO strategies and content optimization to maximize organic visibility and favorability, ensuring search best practices are integrated across site architecture, content, and technical enhancements
• Build and nurture strong relationships with internal partners to effectively prioritize and drive growth (e.g. Enterprise Digital, Analytics, Technology, UX, Customer Growth) 
• Lead with an external perspective, keeping a pulse on competition and the broader marketing landscape to widen our advantage (e.g. forefront of digital commerce, AI, personalization)
• Lead and develop a high-performing team, fostering a culture of accountability, innovation, and continuous learning

• 10+ years of experience in digital marketing, ecommerce, digital merchandising, online marketplaces, SEO, product strategy, or related disciplines, including significant people leadership experience
• Demonstrated ability to translate business strategy into scalable and actionable roadmaps, priorities, and customer-centric experiences
• Strong analytical and strategic problem-solving skills with a bias toward action and continuous improvement
• Robust financial acumen with the ability to evaluate ROI, define a strategy to deliver on targets, and drive profitable growth
• Outstanding communication skills with the ability to engage, influence, and inspire partners and stakeholders across levels to drive collaboration and alignment
• Energetic leader who models resilience and optimism in the face of challenges
• Exceptional people leader who can empower and coach a team to succeed, and invest in talent across the team, specifically in career and development
• Experience in financial services, B2B marketing, or highly regulated industries is preferred but not required

Employment eligibility to work with American Express in the United States is required as the company will not pursue visa sponsorship for these positions.