American Express
Product Management & Lending · Membership Rewards
Built a reproducible decision framework across 10.36M accounts, translating customer behaviour into five action-oriented profiles and a cross-functional roadmap.- 10.36M accounts
- 5 MECE profiles
- 63% coverage gap surfaced
Role details
- Isolated a public-safe set of behavioural and margin patterns, including a focused loss-making cohort for more precise marketing decisions.
- Connected each segment to retention, redemption or suppression actions instead of stopping at analytical labels.
- Aligned Marketing, Benefits and Risk stakeholders; internal rules, decks and customer-level logic remain confidential.




