26
Curriculum
A Day with American Express CMO John Hayes Last fall, instead of picking
When I arrived at Mr. Hayes’ office,
up her backpack and heading to
one of the first things that caught my
class at Villanova, senior marketing
attention was the collegial and friendly
major Stephanie Householder picked
environment. Mr. Hayes noted how
up her briefcase and headed to New
he is always interested in new ideas
York City for the day. As part of a
from his team, and there seemed to
professional development opportunity
be a prevailing belief that good ideas
arranged by the Clay Center at VSB,
can come from anyone, anywhere in
Householder had a chance to shadow
the company.
John Hayes, Chief Marketing Officer of
During the creative meetings I sat in
As my day with Mr. Hayes continued, I began to understand that American
American Express and a VSB parent.
on, there was considerable discussion
Express was more than simply a
Householder was recommended
about how American Express is creating
payments company. When you have
by her marketing professors for
value for their customers. Each topic
an American Express card, you’re a
participation in this once-in-a-lifetime
related to how a certain initiative would
“member.” As more and more projects
experience. As Stephanie relates, the
develop a deeper experience with the
were pitched at meetings, the common
experience helped her determine the
American Express brand. Each of
topic of discussion was brand interac-
first step in her career after graduation.
the initiatives discussed weren’t just
tion. I received a firsthand look at how
about enhancing the experience with
American Express seeks to continue
the brand, but also about showing
to develop a personal connection with
American Express’ commitment to
its customers. I realized that I want to
service, integrity, and honesty.
be a part of a similar process: turning
In her OWN words: Stephanie Householder ’12 VSB
I’ve often perceived the “working
something ordinary into something
When I began my senior year at
world” to be rigid and stuffy. At
personal and meaningful. I want to
Villanova, I was truly confused about
American Express, I learned that this
understand how to develop and
what I wanted to do after graduation.
did not have to be the case. Mr. Hayes
maintain a brand.
I wasn’t certain about what industry
seemed focused on creating an energetic
I wanted to be in, where I wanted to
atmosphere where the insights from
Mr. Hayes was exceptional. As a
live, or what a job in marketing would
his team members are well-valued.
student, it is hard to imagine the life
entail. This fall, when I was selected
I quickly realized that I wanted to
of a CMO for one of the world’s most
to shadow American Express CMO
work for a company like American
respected brands. I learned that a
John Hayes, I used the experience to
Express, in an energetic environment
CMO’s role is incredibly multi-faceted,
better understand how I could use
and for a company where I would have
spanning from the creative strategies
my marketing degree in my post-
opportunities to contribute my ideas
used to reach customers to the practi-
college life.
throughout my career.
calities of a business model.
villanova business | summer 2012
The opportunity to shadow
