Jen LaFiura
Managing Director, Head of Brand Strategy
New York
Jen LaFiura is Head of Brand Strategy at Prosek. She has 20 years of experience building brands across B2C and B2B businesses. Prior to joining Prosek, Jen was Vice President, Global Brand Strategy at American Express, a position she held for 10 years. At Amex, she developed positioning strategies and integrated campaigns to evolve and future-proof an iconic, 170+ year old brand. This included leading a multi-year Global Brand Refresh, which increased brand value by $4 billion (+20% increase) as calculated by Interbrand. In addition, Jen developed an enterprise framework for brand purpose, rewrote company values, launched the company’s first employer brand, led multi-channel inclusion and diversity campaigns, and established a global infrastructure to engage all employees globally in bringing the brand to life. Prior to American Express, Jennifer held multiple marketing and brand roles at companies including General Mills and The Princeton Review.
Q & A
What are you most proud of in your communications career?
Leading Global Brand Strategy at American Express and helping to transform one of the world’s most iconic global brands from the inside-out.
Name one thing most people don’t know about you.
I absolutely love Halloween and dress up every year!
How would your mother describe you?
Optimistic, adventurous and a fun travel partner – we love going on trips together.
What are your greatest strengths as a communications practitioner?
I’m curious about culture and people. I always start a project by asking what’s in it for the audience.
What is your favorite food?
Pizza (New York-style of course).
Describe your perfect client.
A client that encourages bold ideas and believes that a true partnership leads to the best work.
What three hobbies or activities do you enjoy most?
Skiing, travel and being outdoors.
What’s your favorite part of the workday?
Mornings when I’m on my first cup of coffee.
Who would play you in the movie version of your life?
Tina Fey.
What is your favorite quote?
"Be yourself, everyone else is already taken" – Oscar Wilde