Andy Goldberg

SVP, Global Brand Planning & Content

Andy Goldberg

American Express
SVP, Global Brand Planning & Content


Andy joined American Express in May 2019 as SVP, Global Brand Planning and Content. Since joining, Andy has led the American Express brand into the future by driving meaningful ways for key audiences to engage with Amex. He is responsible for developing the global brand strategy and annual brand marketing plans. Andy is driving and reinventing how that comes to life through content on multiple platforms, including leading the future of payment (beyond card) and brand design efforts. Andy has transformed Shop Small from a single day into a year-round global platform, supporting merchants, small businesses, and card members. During the COVID pandemic crisis, Andy’s championed Shop Small to a global force in helping businesses and communities when they needed it most.

Prior to this Andy had been responsible for pushing GE, one of the world’s most storied corporations, to restlessly reinvent its world-famous brand.

Named as one of Advertising Age’s Creativity 50, Andy drove development of the GE brand strategy, creative, experiential and media planning. As GE’s first Chief Creative and Brand Officer, Andy has been the driving force behind some the innovative ways the brand comes to life. This work has been highly impactful and award winning, including from Cannes Lions, One Show, D&AD and Effies.

Core to his approach is a “B2Human” marketing philosophy: marketing is not B2B or B2C, but B2H which is focused on driving a variety of emotions to capture the audience and their imagination on what GE is capable of achieving.

After arriving at GE he led the development of a new brand positioning ‘GE Works’, reframing how the company went to market. Expanding that message globally to align key markets with a common message for the first time. This enabled the company’s marketing to move from a local for local plan, to a truly global platform executed with local nuances establishing a unified message around the world.

He has been responsible Emmy-nominated campaigns such as “Childlike Imagination”, which envisioned GE through the eyes of a child. Launching GE Theater, a creative storytelling arm that has produced award winning and chart-topping podcast series The Message and Life After, along with Unimpossible Films and multiple VR experiences. ‘Balance the equation’ focused on elevating women in science and engineering which included a re-imagining the ceiling of Grand Central Terminal in NY, to name a few.

Andy started his career at GE in 2010 as the Director of Creative Content for GE brand marketing before becoming Global Creative Director in 2012 and the company’s first Chief Brand and Creative Officer in 2015. He joined GE after working at creative advertising agencies including Margeotes|Fertitta+Partners, BBH and Wieden+Kennedy, where he ran Nike’s Brand Jordan.

Andy graduated from Leigh University and currently lives in Weston, CT with his wife and two children.

All sessions by Andy Goldberg