Salima Jetha

- Responsible for developing global and local executions of American Express advertising campaigns with franchise partner banks (American Express cards issuers)
- Brief agencies, manage creative development process from concept to delivery
- Review and approval of communications for new product launches (product design, BTL and ATL communications)
- Ensure development of 360 communication guidelines to support global visual identity and communication strategy
- Develop creative templates and sourcebooks for ATL and BTL communications
Brand Management :
- Develop Brand architecture for Partners when requested to support the Product Line Strategy
- Ensure compliance and consistency of communications across the region
- Conduct brand training with franchise partners and their agencies
Managing Budget :
- Track and manage agency retainer fees for EMEA

Responsible for developing and launching local & international advertising campaigns to sustain Amex brand and product performances
- Roll out of Brand and Product advertising (all media supports)
- Develop Air France-Klm Campaign (Airline cobrand products)
- Ensure development of 360 Communication for airlines product (Direct Sales Booth, Take Ones inserts, Welcome pack adaptations…) with local team
- Adapt international advertising campaigns & sponsorships for the market
- Launch of My Life My Card campaign (International Brand Campaign)
- Implement the American Express Rolling Stones European tour sponsorship (2006): Ticketing, communication plan, direct marketing stimulation, PR, relationships with tour’s local partners, early on-sales, meet & greet…
- Manage, coordinate and brief agencies (Creative, media and PR)
- Ensure coordination and reporting with the regional/international teams
- Provide analysis of campaign performances
- Implement quantitative and qualitative research: consumer insights, pre/post waves for ad campaign…
- Monitor and analyze Amex brand performances on existing campaigns and against competitions
- Coordinate PR needs for ICSS department with Public Affairs
- Actively involved in the planning and budget management process
- I currently manage one marketing executive.

Responsible for executing advertising campaigns
- Implementation of on and off line communication plan (Brand, Long Live Dreams, Cobrand campaigns…)
- Activation of Sting European Tour Sponsorship (2004) : Early on-sales, Meet & Greet, Direct Marketing communication plan for Cardmembers
- Negotiation and development of a local Sponsorship : Brand visibility and acquisition display in french golfs (Blue Green)
- Permanent benchmark with direct competitors
- Analysis of campaign performances

Responsible for managing advertising campaigns and on-line acquisition initiatives (acquisition and new partnerships)
- Development and launch of the interactive media plan for the Blue card Launch in France (2001)
- Negotiation of online partnerships (Amazon.fr, WineandCo.fr, Maximiles.com…) to increase product awareness and drive online acquisition.
- Launch of the first spend stimulation voucher in billing stuffer.
- Implementation of an E-Partner zone on amex.fr website
- Launch the first Ad campaign in airports to support airline co-brand products in airports (Air France)

Responsible for online store departments for a merchant website (B to C website)
- Creation and development of the story boards for store departments
- Negotiation of products, delivery and payment conditions with suppliers

Supporting the marketing team on communications and marketing actions
- Develop communication supports (DM catalogue, online games,…)
- Follow up of media buying and Public Relations
- Organize events to support specific products (Booth, products show room…)
- Provide to marketing teams reporting with panel analysis, sales statistics…