American Express presentation cover with decorative blue swirl design, featuring "Strategic Initiative Business Case" and names Jack Pleva, Nancy Liu, Owen Borah, Runxi Lao. Includes American Express logo and slogan "Don't do business without it."
Presentation slide about key markets with a pie chart showing credit card network purchase volumes: Visa 52.6%, Mastercard 23.7%, American Express 19.6%, Discover 4%. Target markets include premium card holders, small business owners, and corporate c
Slide titled 'Key Markets' with a list: Premium Card Holders, Small Business Owners, Corporate Clients. Includes a graph showing the market cap history of American Express from 2001 to 2023, with fluctuations and peaks over time.
Pie chart illustrating AMEX revenue recognition percentages. Categories: 58% Discount Revenue, 18% Net Interest Income, 12% Net Card Fees, and 12% Service Fees and Other. Title: The Revenue Mix.
Presentation slide titled 'Amex Goes Green: Sustainable Spending,' promoting sustainable practices by American Express. Features three sections: Green Rewards Program, Sustainable Partners, and Educating Sustainability. Highlights include incentivizi
Project implementation timeline chart with stages: Research and Planning (months 1-6), Development (months 6-9), Rollout and Marketing (months 9-12), Expansion (ongoing). Includes details like project kickoff, app development, user testing, KPI impro
Flowchart showing an implementation timeline with phases: Research and Planning, Development, Rollout and Marketing, Expansion. Each phase outlines specific activities and durations, such as project kickoff and user testing.
A timeline diagram titled "Implementation Timeline" showing phases: Research and Planning (months 1-6), Development (months 6-9), Rollout and Marketing (months 9-12), and Expansion (Ongoing). Includes tasks for each phase, such as project kickoff, ap
Illustration of a project implementation timeline from American Express, detailing phases over months 1-12 and ongoing. Phases include Research and Planning, Development, Rollout and Marketing, and Expansion, each accompanied by specific tasks like p

In one of Pitt Business’s most rigorous senior-level courses, Strategic Initiatives, I took the lead on a team of four to develop a forward-thinking business case for American Express. From the start, I took initiative to guide the project’s direction, coordinate team collaboration, and ensure each deliverable met a high professional standard.

Our goal was to propose an initiative that could enhance American Express’s market position, increase customer loyalty, and open new revenue streams. After conducting in-depth research into AmEx’s market cap history, trend analysis of credit card holders, and its competitive landscape, I spearheaded the development of a comprehensive sustainability initiative with a vision for a Go Green Rewards Program.

The concept encouraged eco-conscious spending by rewarding users for sustainable purchases and partnering with green vendors. We designed this initiative to align with rising consumer values around sustainability, giving AmEx a competitive edge in an increasingly socially responsible marketplace.

We presented our final strategic initiative campaign to Mike Rapach, CEO of CareFirst Community Health Plan Maryland, who praised the proposal as a unique and compelling idea with real-world potential. The project earned full marks, a rare achievement in a course known for its high expectations and strategic rigor.

This experience not only strengthened my skills in strategic planning, data analysis, and team leadership, but also deepened my passion for aligning brand initiatives with social impact. It showed me that great strategy doesn't just solve business problems—it creates meaningful value.

American Express Campaign