American Express

Lauren Dineen-Duarte, Vice President & Head of Corporate Affairs & Communications - Canada

Lauren Dineen-Duarte's journey into the marcomms industry stemmed from a love for language and communication, a passion that has translated into a successful, decades-long career. With over 15 years at American Express, she leads a dynamic team dedicated to amplifying the brand across Canada. Read on to learn how her strategic vision ensures Amex stays ahead in a rapidly evolving landscape, along with her advice for those just starting out in marcomms.

What drew you to the marcomms industry and how did you get your start?

Growing up, my mom had a thriving career and has always been a role model for me. At school, I majored in English and always loved communication and language. My mom was the first person who suggested I look into PR when it came time to start thinking about my own career, so, I credit her for planting the seed. 

I completed a post-graduate program in corporate communications and secured an internship at a small boutique PR agency. That experience was invaluable. It let me try a little bit of everything in the PR world – events, crisis comms, media relations, writing – and I quickly developed a passion for the industry. I’ve been doing it ever since.

What does your role as VP and head of corporate affairs and communications at Amex Canada entail?

Ultimately, I am a steward for the brand. I lead a team of incredible corporate, social, and digital communications experts who work together to champion and amplify the American Express brand in Canada. This includes everything from promoting it as a best-in-class employer to crafting resonant and compelling brand narratives aligned with internal and external priorities. We execute creative campaigns, position Amex as a thought-leader, and protect the brand in a rapidly evolving landscape.

With consumer behavior evolving rapidly, how has American Express Canada adapted its marketing strategies to meet the changing expectations and preferences of customers?

I’ve been at Amex for over 15 years so you can imagine how much has changed in that time. The industry is unrecognizable from what it once was. Bringing Amex Canada into this future, making sure we stay ahead of the curve and remain relevant, has been a passion project of mine since day one.

Within the business, the profile of the communications team has grown substantially and allowed us to be more creative and find innovative ways to reach new audiences. Obviously, we have invested a lot in social and digitizing the business to make sure we are meeting consumers where they are. But a major part of our evolution has involved bringing the American Express Cardmember experience to life through exclusive events and experiences that we have been able to build powerful narratives around.

For example, we recently partnered with Olivia Rodrigo to host the GUTS Gallery Pop-Up experience ahead of her sold-out shows in Toronto. An elevated shopping experience for GUTS merch offered Amex Cardmembers access to a variety of epic onsite benefits, including exclusive early access to the experience for themselves and a guest an hour ahead of the opening. Not only was the turnout tremendous, but the interest it generated particularly on social media, demonstrates the relevance of our brand across demographics.

There is so much opportunity right now — it’s an exciting time for the brand.

How do events (in-person or virtual) fit into your overall strategy?

Internal and external events are a big part of our overall communications strategy. We’re constantly hosting events both virtual and in-person.

Internally, events help us bring our employer brand values to life for colleagues. Most recently, we hosted our annual Canadian Leadership Summit which brought together leaders across all lines of business. This one-day off-site gave us an opportunity to share our strategic direction for the business in the market and assess trends and environmental factors that may have an impact. But most importantly it was a chance to bring the team together, kick off the year on a high note and get everyone feeling inspired for the year ahead.

On the external side, events really bring the membership experience to life for our Cardmembers and merchant partners. We constantly challenge ourselves to find new ways to demonstrate the value of our membership to consumers and businesses while also reaching new audiences and demographics. This happens through a range of events for Cardmembers and merchant partners — travel experiences, pop-ups, strategic partnerships, and more.

Outside of communications, what causes or issues are you passionate about?

In addition to my day-to-day role at Amex, I lead our community impact program in Canada which focuses on giving back in meaningful ways and bringing the volunteer experience to life for colleagues. This is something I’m hugely passionate about. I’m a firm believer that growth should not come at the expense of sacrificing our core values.

The program comes to life in many ways – formal partnerships with charities, volunteer time for employees and elevating our community impact initiatives within our communications strategy. In 2021, we launched the Blueprint Mentorship and Grant Program in Canada in partnership with the DMZ, a program designed to address the barriers underrepresented business owners face in Canada. We distribute grants and provide mentorship programming to help fuel the next stage of growth for their businesses. It has been a huge undertaking for our team and requires significant investment, and I’m proud to say the program is in its third year and thriving.

Outside of work, I sit on the Board of Directors for The Children's Breakfast Club, a non-profit charitable organization that combats food insecurity for children. As a mom of two boys, this cause is very near and dear to my heart.

Are there any exciting brand launches or campaigns coming up?

There’s a lot to look forward to this year! We recently announced a multi-year partnership making American Express the official payments partner of Formula 1 in North America. As a huge F1 fan, this is one I’m really excited about. The partnership brings a new passion point to life for Cardmembers in Canada. Fans who attended the Montreal Grand Prix, or who want to travel further to see other races, will get access to exclusive Amex benefits on-site including entry into the Amex Fan Experience, an on-site lounge available exclusively for Cardmembers.

As a speaker and thought leader, what topics do you find resonate most with audiences in the marketing and PR space?

Trust. The reality is consumer trust in the media and in brands has taken a hit over the last few years. There is a lot of misinformation out there. The dynamic of how brands and media interact with consumers on social is shifting. AI is changing the game. These present opportunities for brands to engage with consumers in new and meaningful ways, but the shifts also pose significant challenges. How do you maintain brand trust in these turbulent times? That’s a question I think about a lot and it’s a huge mandate for my team.

What advice would you impart on someone looking to excel in a career in marcomms today?

It’s important to have passion for what you do. Not every day is going to be a good day, but if you’re passionate about the work, it makes it worth it in the end. Marketing and communications is an industry that is constantly changing. You’ve got to try a lot of new things to keep up. That may feel uncomfortable at times, but I believe that’s how we experience the most growth – so embrace doing things that feel a bit outside of your comfort zone!

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