The SBS (Small Business Services) Internal Acquisition Manager is responsible for leading the strategy, planning, and execution of Internal Acquisition initiatives that drive sustainable growth within the SBS portfolio. This role focuses on maximizing customer lifetime value by accelerating Card Upgrade, Supplementary Card acquisition, and X-sell (selling SBS card to Consumer card members), and optimizing marketing offers and customer journeys across multiple channels.
As a key member of the Acquisition team, this position serves as a growth engine for the ICS (International Card Services) business by delivering incremental GCM (Gross Contribution Margin) growth while enhancing customer satisfaction through data-driven marketing strategies. The role requires close collaboration with cross-functional teams across Japan and COE (Center of Excellence) to identify growth opportunities, improve marketing effectiveness, and drive business transformation.
This leadership role manages a team and is responsible for building an inclusive, high-performing organization by effectively leading individuals with diverse backgrounds, perspectives, and varying levels of expertise while developing future leaders.
Business Strategy & Growth
- Develop and execute Internal Acquisition strategies to achieve business objectives, including Card Upgrade, Supplementary Card acquisition and X-sell.
- Own business planning and performance management against key financial KPIs, including acquisition and incremental GCM growth.
- Identify growth opportunities through customer segmentation, offer optimization, and data-driven marketing strategies.
- Drive continuous optimization of marketing effectiveness across digital and offline channels.
Marketing & Campaign Management
- Lead the end-to-end planning, execution, and optimization of Internal Acquisition campaigns.
- Oversee development of customer communications and marketing creative across channels including email, direct mail, digital, and call center.
- Monitor campaign performance and translate customer insights into actionable recommendations.
- Ensure all marketing activities comply with company policies, governance standards, regulatory requirements, and operational controls.
Analytics & Business Transformation
- Leverage customer data and business insights to develop strategic recommendations that improve customer engagement and commercial performance.
- Lead initiatives to enhance marketing capabilities, customer segmentation, operational efficiency, and digital marketing solutions.
- Partner with Finance, Analytics, and cross-functional stakeholders to evaluate business performance and identify optimization opportunities.
Stakeholder Management
- Build strong partnerships across AD (Account Development) team, ICCO (Customer Call Center), Product Marketing, Finance, Technology, Risk Management, and external partners.
- Influence business decisions through data-driven recommendations, strategic thinking, and effective communication.
- Collaborate with regional and global stakeholders such as Acquisition COE to implement best practices and scalable solutions.
People Leadership
- Lead, coach, and develop the team with diverse backgrounds, experiences, and varying levels of expertise.
- Foster an inclusive, collaborative, and high-performing team culture by adapting leadership and coaching approaches to individual development needs.
- Provide clear direction, ongoing feedback, and career development opportunities to strengthen team capabilities and build a strong leadership pipeline.
- Promote accountability, innovation, knowledge sharing, and employee engagement while driving continuous improvement.
- Strategic Marketing & Business Acumen: Proven experience in marketing strategy, customer acquisition, CRM, portfolio growth, or related commercial functions, with a demonstrated track record of delivering measurable business results through data-driven decision making and customer-centric strategies.
- Leadership & People Development: Proven people leadership experience with the ability to lead, coach, and develop high-performing teams comprising individuals with diverse backgrounds, functional expertise, and varying levels of experience, while fostering an inclusive and collaborative team culture.
- Analytical & Execution Excellence: Strong strategic, analytical, and problem-solving capabilities, with experience managing end-to-end marketing campaigns, translating customer insights into business actions, and effectively managing multiple priorities in a fast-paced environment.
- Stakeholder & Communication Skills: Exceptional stakeholder management, influencing, and project management skills, with the ability to build productive partnerships across cross-functional, regional, and global teams. Excellent verbal, written, and presentation skills in both Japanese and English.
- Results Orientation & Integrity: Customer-focused, innovative, and highly results-driven, with a commitment to continuous improvement and the highest standards of integrity, governance, compliance, and risk management.
At American Express, our culture is built on a 175-year history of innovation, shared values and Leadership Behaviors, and an unwavering commitment to back our customers, communities, and colleagues. From delivering differentiated products to providing world-class customer service, we operate with a strong risk mindset, ensuring we continue to uphold our brand promise of trust, security, and service.
As part of Team Amex, you’ll experience our powerful backing with comprehensive support for your holistic well-being and many opportunities to learn new skills, develop as a leader, and grow your career. Here, your voice and ideas matter, your work makes an impact, and together, you will help us define the future of American Express.
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