• Forbes, Thursday, September 8, 2011 9:30 AM

In this first of a series, John Hayes talks about his 16 years overseeing American Express marketing and talks about coming challenges. He touts programs like Members Project that brings Cardmembers together for causes, and Small Business Saturday, "where we partnered with Facebook to build a national movement encouraging Americans to support small businesses during the 2010 holiday shopping season," as standouts. And, of course, the "My Life. My Card" campaign, the company's first umbrella marketing campaign for the entire American Express card portfolio. "It was built on the platform of fostering a personal, emotional connection. It really resonated with consumers and helped to personalize the value of membership," he said.

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