American Express’ Naysla Edwards joins the new season of Join The Ride ➔ Brands in Motion to unpack how the brand balances global partnerships, local experiences and everyday customer connection.
“Many times as marketers, we get obsessed with the data… and sometimes we end up missing the feeling we can create.”
It may sound like a simple idea but it’s one that sits at the heart of how Naysla Edwards, Vice President of Customer Marketing and Member Experience at American Express – a business with no shortage of valuable customer data – approaches marketing.
In the first episode of Join The Ride ➔ Brands in Motion from Uber Advertising, Edwards jumps in the back seat with Michael Levine, Head of APAC at Uber Advertising, to explore how the brand thinks about customer engagement at scale.
At the centre of that thinking is a clear, consistent idea: membership for American Express isn’t just functional, it’s a promise. Sometimes, it comes down to something as simple as an etching on the card itself.
Edwards says: “Every single American Express Card has the date that the person has been a ‘Member Since’. When I meet with Card Members, they’re super proud of how long they’ve been a member.”
For Edwards, that pride is something the brand has to earn repeatedly, with continued investment, over many years. She explains that from when a person first signs up, the pressure is on for American Express to nurture the relationship and drive engagement for the long-term.
That strategic mindset shapes how American Express approaches one of the biggest challenges a global giant faces – deciding which moments it should actually activate around.
Rather than chasing every opportunity, Edwards says the brand applies a simple but disciplined filter.
She reveals: “We’re very intentional with our plans and we ask ourselves three questions. Does this really matter to our customers? Can we add value? Is this aligned with our values and our strategy?”
It’s a framework that ensures the brand shows up with purpose, and not just presence.
There are a number of key moments American Express takes part in, with a recent example being Formula 1®. Edwards and her team were tasked with bringing what is a complex, global sponsorship down under for the FORMULA 1 QATAR AIRWAYS AUSTRALIAN GRAND PRIX 2026.
Edwards says: “We decided to create a dining experience that was unique to Australia. We brought Chin Chin as a pop-up and built a beautiful building at the lakeside terrace where our customers could enjoy all the musical performances.”
This year, American Express decided to take it a step beyond the racetrack and launched the Supercars campaign in partnership with Uber.
Edwards explains: “American Express members could win a transfer to Albert Park from their hotel in a supercar, like a Ferrari. They didn’t want to get out of the cars at the end!”
While big cultural moments like F1 play a role, Edwards is clear that not all meaningful moments are global or high-profile. She explains that some of the most impactful moments are intentionally built.
One clear example of this is American Express’ long running Shop Small campaign, a nationwide movement dedicated to supporting the thousands of small businesses in Australia.
Now in its 14th year, the initiative reflects a broader view of brand responsibility.
Edwards expands: “We’re really proud of Shop Small. Small businesses are the backbone of our communities and they are at the centre of this initiative. Shop Small encourages consumers to spend at their local businesses to help them thrive.”
For Edwards, Shop Small is a reminder that the moments that matter aren’t always the flashiest – but the ones where brands show up with intent and deliver real value.
You can watch the full episode of Join The Ride: Brands in Motion on B&T’s YouTube channel, with more episodes featuring Leandro Perez (CMO A/NZ, Salesforce) and Kate Hornstein (CMO, BYD).
