Curriculum: CMO For a Day

A Day with American Express CMO John Hayes

last Fall, insteaD oF PickinG up her backpack and heading to class at Villanova, senior marketing major Stephanie Householder picked up her briefcase and headed to New York City for the day. As part of a professional development opportunity arranged by the Clay Center at VSB, Householder had a chance to shadow John Hayes, Chief Marketing Officer of American Express and a VSB parent. Householder was recommended by her marketing professors for participation in this once-in-a-lifetime experience. As Stephanie relates, the experience helped her determine the first step in her career after graduation.

IN HER OWN WORDS: STEPHANIE HOUSEHOLDER ’12 VSB

When I began my senior year at Villanova, I was truly confused about what I wanted to do after graduation. I wasn’t certain about what industry I wanted to be in, where I wanted to live, or what a job in marketing would entail. This fall, when I was selected to shadow American Express CMO John Hayes, I used the experience to better understand how I could use my marketing degree in my postcollege life.

When I arrived at Mr. Hayes’ office, one of the first things that caught my attention was the collegial and friendly environment. Mr. Hayes noted how he is always interested in new ideas from his team, and there seemed to be a prevailing belief that good ideas can come from anyone, anywhere in the company.

During the creative meetings I sat in on, there was considerable discussion about how American Express is creating value for their customers. Each topic related to how a certain initiative would develop a deeper experience with the American Express brand. Each of the initiatives discussed weren’t just about enhancing the experience with the brand, but also about showing American Express’ commitment to service, integrity, and honesty.

I’ve often perceived the “working world” to be rigid and stuffy. At American Express, I learned that this did not have to be the case. Mr. Hayes seemed focused on creating an energetic atmosphere where the insights from his team members are well-valued. I quickly realized that I wanted to work for a company like American Express, in an energetic environment and for a company where I would have opportunities to contribute my ideas throughout my career.

As my day with Mr. Hayes continued, I began to understand that American Express was more than simply a payments company. When you have an American Express card, you’re a “member.” As more and more projects were pitched at meetings, the common topic of discussion was brand interaction. I received a firsthand look at how American Express seeks to continue to develop a personal connection with its customers. I realized that I want to be a part of a similar process: turning something ordinary into something personal and meaningful. I want to understand how to develop and maintain a brand.

The opportunity to shadow Mr. Hayes was exceptional. As a student, it is hard to imagine the life of a CMO for one of the world’s most respected brands. I learned that a CMO’s role is incredibly multi-faceted, spanning from the creative strategies used to reach customers to the practicalities of a business model.

John Hayes ’12 PA A&S

Stephanie Householder ’12 VSB shadowed John Hayes, CMO of American Express, for one day.

In each of his responsibilities, Mr. Hayes showed extreme focus and attention to detail. He gave full and undivided attention to everyone on his team. I was impressed with his care in addressing an issue before moving on to the next, regardless of how long it took to iron out.

Before meeting with Mr. Hayes, I had considered a career in brand management. However, I didn’t have any context for what that career would entail. My day with Mr. Hayes gave me a framework upon which I began my job search. It gave me a clearer picture about what marketers do and simultaneously cemented my interest in brand management.

This past November, I accepted a job with a company that will allow me to work in brand management with some of the top brands in consumer healthcare. I attribute a large part of my success to my experience at American Express because it helped me recognize what I wanted in my first job.

Q&A

Q&A with John Hayes

Q: How can students make the most of being in the workplace?

A: Whether in the classroom or the workplace, I encourage students to push themselves to learn every day and stay curious. If you’re not learning and staying curious, you’re lost.

Q: What role can new talent play in the marketing of american express products?

A: New talent has the advantage of bringing an open mindset and new perspectives. I remind our new hires to “bring yourself” and your point of view because we hired “you.”

Q: How can a new employee maximize his or her first job opportunity and that learning experience?

A: I encourage everyone on my team—whether new or more seasoned—to find different listening posts. It’s important to listen to customers and understand what they’re saying, what they need and want, and how they’re consuming your product. Those insights are not only key to successful marketing but a reflection of the brand and product too.

Q: When it comes to consumer marketing, what should new marketers never lose sight of?

A: Remember: it’s not simply about making a quick sale; it’s about building a longterm relationship. When you build a long-term relationship, your customers are more engaged with your product and the brand. At American Express, we’ve held a long-standing belief that it’s noble to serve, so we’re always looking to serve our customers in ways that add value to their lives. That’s the basis of the deep, service-based relationships we build with our customers.

Q: How does american express build the public face of its brand?

A: Trust, service, and security have been the foundation of the American Express brand throughout our 162-year history. And those qualities remain core to who we are today. We continue to build the face of our brand through the experiences customers have with us. When we create a positive experience for a customer, it makes the relationship more personal and builds a sense of belonging, which we call “membership.”