KRISTINA ZEH
Forest Hills,New York
Summary
Accomplished marketing leader with demonstrated success developing and implementing strategic approaches to drive brand growth and bottom-line profitability. Strong communicator with natural leadership talent and high energy. Impactful and successful manager talented in building team culture by motivating employees to new levels of performance.
Overview
16
16
years of professional experience
1
1
Certification
Work History
Director - Prospect Marketing Enablement
American Express
New York, NY
03.2024 - Current
- Lead team of 40 to achieve flawless execution of marketing campaigns (including the refresh of the Gold Card and Delta Co-Brand) across all prospect marketing channels, resulting in a year-to-date new accounts acquired contribution of 1.6MM.
- Redesigned team operating model in collaboration with Prospect Marketing teams, resulting in enhanced operational processes and organizational efficiency.
- Provide coaching support to 40 junior staff members resulting in three promotions and four successful transitions to new roles.
Director, Strategy & Planning
American Express
New York, NY
01.2022 - 03.2024
- Directly managed the creation and execution of strategic organizational redesign, resulting in increased operational efficiency, accelerated growth, and alignment with long-term goals.
- Oversaw budgeting and financial planning for organization, achieving 100% utilization rates while handling $10MM in M&P and $15MM in operating expenses.
- Led talent planning for 80 person team, conducting assessments, succession planning, and year end calibration. Resulted in a +12 point increase in colleague survey results for career/development category.
- Directed the organization's daily operations, ensuring 100% compliance with applicable laws and regulations.
Senior Manager, Global Brand Management
AMERICAN EXPRESS COMPANY
New York, NY
03.2017 - 01.2022
- Led launch and roll out of first global brand strategy to 3,500 marketers across the enterprise via training and development of toolkits encompassing visual identity, tone of voice, and brand standards. Achieved 100% adoption by deadline leading to a 21% increase in brand value from year prior.
- Led creation and global implementation of Global Inclusion and Diversity Framework for 3,500 marketers and agencies. Executed communication plan to integrate framework throughout the global organization, enhancing brand resonance among diverse audiences worldwide.
- Established a streamlined marketing governance process through a new review platform, cutting submission processing times by 50%.
- Coached direct report to advance into higher role through structured development plan.
Manager, Global Brand Marketing & Communications
AMERICAN EXPRESS COMPANY
New York, NY
08.2011 - 03.2017
- Developed and implemented brand marketing strategies for multiple product lines.
- Created central marketing toolkits including communications, card design, visual identity and campaign guidelines and delivered training to regional marketing teams and bank partners.
- Developed differentiated Global Network Brand Positioning for 140 Issuers, Business Partners, Merchants and Cardmembers.
- Led messaging research in multiple markets to influence acquisition teams on the effectiveness of educating prospects on product benefits before asking them to apply. This approach resulted in a 15-35% uplift in paid search landings.
- Oversaw expansion of Unstaged (live streaming music concert series) platform to international markets, generating 113% increase in international media spend and 200% increase in market participation YOY.
- Developed insight driven brand social content for international markets that generated +$3MM in cost efficiencies, increased market uptake by 67%.
Marketing Analyst, Global Network Services
AMERICAN EXPRESS COMPANY
New York, NY
04.2010 - 08.2011
- Oversaw brand excellence for key American Express (licensee) bank partners in 138 markets ensuring 100% brand compliance and consistency.
- Built first ever centralized, turnkey advertising platform for over 50 bank partners generating $75MM local bank media investment – improving scale and relevance for the brand internationally.
Account Supervisor
MIRRORBALL - CLIENT: HEINEKENUSA
New York, NY
05.2008 - 04.2010
- Oversaw ideation and execution of 360 experiential plans that won 2009 Gold Ex Award & 2009 Gold PMA Reggie Award.
Education
Bachelor of Science - Advertising
Boston University
Boston05.2003
Skills
- Brand Strategy
- Creative Strategy & Execution
- Marketing Transformation
- Process Optimization
- Insights & Analysis
- End-to-End Campaign Management
- Platform Growth & Expansion
- B2B & B2C Marketing
- Partnership Branding & Strategy
- Sponsorship Management
- Business Planning
- Project Management
- Staff Development
- Operations Management
- Creativity and Innovation
- Hiring and Retention
- Strategic Planning
- Budget Management
- Organizational Development
- People Management
- Legal and Regulatory Compliance
Websites
Certification
Harvard Certificate in Leadership Excellence, 2018
Accomplishments
- American Express Best in Brand winner - 2021
- Gold Ex & PMA Reggie winner - 2009
Languages
Spanish
Professional
Affiliations
- Tennis with friends, hiking new peaks, trying new restaurants, finding the next big international foodie destination, volunteering at kids school.
Timeline
Director - Prospect Marketing Enablement
American Express
03.2024 - Current
Director, Strategy & Planning
American Express
01.2022 - 03.2024
Senior Manager, Global Brand Management
AMERICAN EXPRESS COMPANY
03.2017 - 01.2022
Manager, Global Brand Marketing & Communications
AMERICAN EXPRESS COMPANY
08.2011 - 03.2017
Marketing Analyst, Global Network Services
AMERICAN EXPRESS COMPANY
04.2010 - 08.2011
Account Supervisor
MIRRORBALL - CLIENT: HEINEKENUSA
05.2008 - 04.2010
Bachelor of Science - Advertising
Boston University
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