Captivating Gen Z: Amex’s Strategy To Engage the Next Generation with Mary Ellen Jelenek

Mary Ellen discusses the significance of experiential marketing, the evolution of Amex into a lifestyle brand, and how customer insights continue to drive their strategies.

“I've always said there are two things you want to do right. You want to make sure that you're driving results and that you're building strong relationships. If you do those things across any body of work, I think your likelihood of success is really strong.” - Mary Ellen Jelenek

American Express, a leading multinational financial services corporation, has excelled in leveraging experiences to foster strong customer relationships and build brand loyalty. Mary Ellen Jelenek, with over two decades at American Express, provides an in-depth look into the strategies and innovations that have shaped their global brand marketing efforts. Join us as we explore the dynamic world of brand sponsorships and the significant role of live events in creating unforgettable customer experiences.

Mary Ellen Jelenek is the  SVP & GM, Global Client Group, Global Merchant & Network Services at American Express, and she has dedicated over 24 years to advancing the company’s marketing initiatives. With extensive experience in product strategy, analytics, and partnership management, she oversees key portfolios. Mary Ellen has led transformative projects across both B2B and B2C sectors, spearheading efforts in customer acquisition, loyalty programs, and experiential marketing. Her leadership has been instrumental in launching new products and repositioning the brand on a global scale, reflecting her deep commitment to innovation and customer-centric marketing.

Tune into the latest episode or read the transcript below to learn more. Here are some top takeaways:

• The Power of Experiential Marketing - Mary Ellen emphasizes the importance of experiential marketing in creating memorable brand interactions. She discusses how American Express has integrated unique experiences like the Venue Collection, which offers exclusive benefits to cardholders at various event venues. For instance, Card Members can access fast lane entrances and receive on-site discounts at nine venues across the US and UK.  
• Leveraging Live Sports for Brand Engagement - American Express implements several strategic partnerships with major sports leagues, particularly the NBA. By also sponsoring teams like the Brooklyn Nets and venues like the Barclays Center through the American Express Venue Collection, Amex provides fans with enhanced game-day experiences, such as exclusive ticket access and fast-lane entries. These partnerships capitalize on the high engagement levels associated with live sports. Brands should consider partnering with live sports events to tap into passionate fan bases and create high-impact brand experiences​​.
• Data-Driven Customer Insights - Mary Ellen explains that by analyzing customer behavior and preferences, Amex tailors its offerings to meet the evolving needs of its Card Members. For example, insights from customer data lead to the continued creation of benefits that appeal to millennial and Gen Z Card Members, who value travel and dining experiences. Brands should leverage customer data to gain insights into consumer behavior and preferences, enabling them to offer personalized and relevant experiences​​.
• Adapting to Changing Consumer Trends - American Express is 174 years old but has continued to evolve its brand to stay relevant with younger demographics. This includes partnerships with contemporary cultural icons like Olivia Rodrigo and events like Coachella to appeal to Millennial and Gen Z audiences. These efforts ensure the brand remains culturally relevant and attractive to new generations. Brands must continuously adapt their marketing strategies to align with changing consumer trends and preferences, particularly those of younger generations​​.
• The Role of Content in Brand Expansion - Mary Ellen underscores the importance of content creation in extending the reach of live events and experiences. By generating engaging content around events like the US Open and Formula One races, Amex enhances its brand visibility and connects with a broader audience. This content serves both to retain current customers and attract new prospects. Brands should invest in high-quality content creation to amplify the impact of their events and engage a wider audience through digital platforms​​.