Belinda Lang is a senior marketing executive and innovation leader with an extensive track record of successfully building out new business ideas, creating loyalty management programs and developing breakthrough brand and communications strategies. Belinda brings a deep understanding of strategic, marketing and P&L levers for profitable growth as well as end-to-end operational requirements for successful market delivery.

During her 24 years at American Express, Belinda held various leadership roles in marketing, business development and information management. In her most recent position, Belinda was responsible for the development and execution of market segmentation, consumer positioning and product line strategies as well as integrated marketing, brand communications and customer experience initiatives for the Consumer Card business. In this role, Belinda developed and launched American Express’ first significant online cause marketing and social networking initiative, The Members Project, which enabled Cardmembers to collectively choose an idea to have a broad positive impact, to be funded by American Express.

Prior to this role, Belinda was Vice President of Co-brand Card Portfolios and New Product Development, which included oversight of the Delta, Hilton, Starwood, ShopRite and Bank of Hawaii portfolios. Earlier in her career, Belinda held diverse leadership roles which included creating new cross-selling and distribution channels, which transformed American Express’ customer service operation into a critical revenue generator, and overseeing information management reengineering and capabilities development. Belinda also launched American Express’ Membership Rewards program, expanding and rebranding the original Membership Miles airline program, and drove crucial growth during the early stages of American Express’ Consumer Lending business and expansion of the merchant network into the health care sector.

In recognition of her innovative marketing leadership on Members Project, Belinda was recognized as one of Advertising Age’s Top 50 Marketers for 2008. Members Project was also awarded a Gold Effie for Financial Services and a ProAward for Best Cause Marketing promotion in 2008.

Belinda received her M.B.A. from New York University, a M.Sc, with Honors in Occupational Therapy from Columbia University and a B.A. with Honors in Art History from McGill University.

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