Summary
Overview
Work History
Education
Skills
Affiliations
Languages
References
Timeline
Generic
Beatriz Leon

Beatriz Leon

South Orange,NJ

Summary

Marketing and sales leader with extensive experience in financial services and travel sectors, driving over $4.5 billion in revenue growth. Expertise in demand generation and stakeholder engagement, with a track record of building high-performing teams. Successfully led implementation of data-driven, multi-channel strategies to enhance customer acquisition and market penetration.

Overview

28
28
years of professional experience

Work History

VP, Performance Marketing & Sales Development

AMERICAN EXPRESS GLOBAL BUSINESS TRAVEL
New York, New York
06.2024 - Current
  • Led strategic performance marketing initiatives, driving over $4.5 billion in customer acquisition and revenue growth across global business travel segments.
  • Oversaw annual multimillion-dollar demand generation budget, ensuring optimal resource allocation and incremental investment support.
  • Established a high-performing SDR organization of over 40 members to achieve performance targets and enhance market penetration.
  • Championed AI and innovation initiatives to improve operational efficiencies across various teams.
  • Directed cross-functional teams to promote collaboration, improve communication, and achieve superior results.
  • Led performance measurement efforts, utilizing KPIs to evaluate lead generation effectiveness and efficiency.
  • Cultivated key stakeholder relationships to support organizational growth and strategic objectives.
  • Analyzed industry and market data to inform decision-making and develop effective strategies.

Director/Senior Director, Global Prospect Acquisition

AMERICAN EXPRESS GLOBAL BUSINESS TRAVEL
Jersey City, NJ
01.2017 - 05.2024
  • Drove nearly 90% increase in leads in 2018 and 34% increase in 2019 through multi-channel demand generation plan.
  • Developed annual marketing plans and forecasts to enhance bottom-line growth across multiple channels.
  • Tracked KPIs and delivered monthly business updates on performance metrics.
  • Collaborated closely with commercial organization to ensure lead quality and pipeline progression.
  • Managed a team of 15, fostering professional development resulting in three promotions.
  • Achieved consistent year-over-year digital growth with minimal incremental investment.
  • Oversaw customer engagement strategies, contributing to 60% of in-year deal closings.
  • Received Pacesetter Award for outstanding contributions in U.S. lead generation during 2018-2019.

Senior Manager/Director, Strategic Engagements

AMERICAN EXPRESS, GLOBAL COMMERCIAL SERVICES
New York, NY
01.2013 - 01.2017
  • Led development of value proposition for Global Client Group, impacting 127 top-tier clients with over $300MM in revenue.
  • Managed Sam’s Club partnership to increase spend among small business customers.
  • Developed and deployed personalized trigger strategy for dialogic and digital engagement with high-potential customers.
  • Personalized online rewards experience for small business customers to enhance satisfaction.
  • Implemented quarterly acquisition strategy for paid online media channels, driving customer growth.
  • Generated $400M in incremental spend through targeted triggered communications.
  • Executed first partner spend campaign, resulting in over 23K redemptions and $31M in Cardmember spend.
  • Oversaw performance of one Senior Manager and two Business Analysts to ensure project success.

Senior Manager, Digital Acquisition

AMERICAN EXPRESS, SMALL BUSINESS SERVICES
New York, NY
01.2011 - 01.2013
  • Formulated acquisition strategy for Custom Media Partnerships channel, generating over 200% return on investment.
  • Cultivated leads through content marketing initiatives, event sponsorships, and tailored incentives.
  • Drove acquisition of small business products, resulting in over 2,100 new accounts.
  • Managed relationships with online sites and content providers to enhance collaboration.

Senior Manager, Emerging Marketing Platforms

AMERICAN EXPRESS, CONSUMER CARD SERVICES GROUP
New York, NY
01.2010 - 01.2011
  • Drove development and marketing of inSite browser application, enhancing online spend and customer engagement for Consumer Services group.
  • Oversaw product development and launch marketing plan from strategy formulation to implementation.
  • Executed branding initiatives to optimize presentation, communication, and user experience.
  • Achieved over $1M in online spend and generated $35K in incremental revenue through innovative application marketing.

Manager, Green Card Branding & Communications

AMERICAN EXPRESS COMPANY
New York, NY
01.2008 - 01.2010
  • Managed branding and communication strategies for American Express Green charge card.
  • Ensured effective communication of offers to existing Card members, enhancing loyalty.
  • Developed new brand platform and Year 1 plan for Card member engagement.
  • Trained cross-functional teams and customer service representatives on new initiatives.
  • Created tracking methods to assess training efficiency and online service tools.
  • Achieved $250K in annual cost savings by launching an onboarding site.
  • Increased customer engagement with digital onboarding, replacing printed benefit booklets.
  • Generated over 50 million online impressions and 35,000 enrollments through "2x Points Gas & Grocery" campaign.

Associate Editor & Web Content Editor

THE READER’S DIGEST ASSOCIATION
New York, NY
01.2003 - 01.2006
  • Directed operations for Reader’s Digest Magazine subsidiary, overseeing content planning and editorial budget.
  • Developed and presented annual editorial calendar, driving new business opportunities with potential clients.
  • Supported marketing and public relations strategy development to enhance brand visibility.
  • Coordinated with sales team to optimize ad placement, maximizing revenue and client satisfaction.
  • Managed editing and production processes to ensure high-quality output.
  • Supervised editorial assistants, copyeditor, fact checker, and professionals across global locations.
  • Achieved 25K circulation increase through targeted editorial and marketing initiatives.

Copywriter/Lead Copy Editor

MACY’S/FEDERATED DEPARTMENT STORES
New York, NY
01.2001 - 01.2003

Project Manager

YOUNG & RUBICAM ADVERTISING
New York, NY
01.1998 - 01.2001

Education

Masters of Business Administration - Marketing

Boston University School of Management
Boston, MA

Bachelors of Science, Communications & Bachelors of Arts - English

University of Miami
Coral Gables, FL

Skills

  • Verbal and written communication
  • Demand generation
  • Digital marketing
  • Organizational design
  • Customer acquisition & engagement
  • Brand & content strategy
  • Strategic partnerships
  • Sales development
  • Budget management
  • Stakeholder engagement
  • Performance marketing
  • Team building
  • Strategic planning
  • Data-driven decision making
  • Relationship management
  • OKRs and KPIs

Affiliations

  • 2019 Pacesetter Award
  • Member of Women in Travel
  • Member of Crew Collective

Languages

English
Native/ Bilingual
Spanish
Native/ Bilingual
French
Limited

References

References available upon request.

Timeline

VP, Performance Marketing & Sales Development

AMERICAN EXPRESS GLOBAL BUSINESS TRAVEL
06.2024 - Current

Director/Senior Director, Global Prospect Acquisition

AMERICAN EXPRESS GLOBAL BUSINESS TRAVEL
01.2017 - 05.2024

Senior Manager/Director, Strategic Engagements

AMERICAN EXPRESS, GLOBAL COMMERCIAL SERVICES
01.2013 - 01.2017

Senior Manager, Digital Acquisition

AMERICAN EXPRESS, SMALL BUSINESS SERVICES
01.2011 - 01.2013

Senior Manager, Emerging Marketing Platforms

AMERICAN EXPRESS, CONSUMER CARD SERVICES GROUP
01.2010 - 01.2011

Manager, Green Card Branding & Communications

AMERICAN EXPRESS COMPANY
01.2008 - 01.2010

Associate Editor & Web Content Editor

THE READER’S DIGEST ASSOCIATION
01.2003 - 01.2006

Copywriter/Lead Copy Editor

MACY’S/FEDERATED DEPARTMENT STORES
01.2001 - 01.2003

Project Manager

YOUNG & RUBICAM ADVERTISING
01.1998 - 01.2001

Masters of Business Administration - Marketing

Boston University School of Management

Bachelors of Science, Communications & Bachelors of Arts - English

University of Miami

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