Executive Vice President & General Manager
Partnerships & Product Development
Eva Reda is Executive Vice President & GM, Partnerships & Product Development within the American Express Consumer Services group. She is responsible for P&L management and growth of Co-Brand relationships (including Delta, Hilton and Starwood), as well as strategic partnership and product development.
Ms. Reda joined American Express in 1992, working in the Strategic Planning Group. In 1994, she entered the Establishment Services organization and led a variety of efforts in reengineering, new business development, infrastructure enhancement and marketing of information products. In 1996, Ms. Reda was named Director, Establishment Services and shortly thereafter moved to London to take on a global Pricing and Value role, driving significant merchant revenues to the growing International business across 274 markets.
In 1999, Ms. Reda was named Vice President and, in 2000, rejoined the US organization, this time in the Consumer Card Services Group. Ms. Reda led the marketing and integration of American Express’ first portfolio acquisitions and developed successful agent bank programs. In 2003, Ms. Reda assumed Delta Portfolio Management responsibilities and was broadly responsible for key Delta programs. She led the efforts for the Delta co-brand card and Membership Rewards programs globally, and focused on growing the overall American Express Delta partnership. Following that, she was the head of marketing for the Consumer Card division where she was broadly responsible for bringing high quality new customers into the American Express network and building loyalty by deepening and enhancing the value of membership throughout the duration of the Cardmember lifecycle.
Ms. Reda holds a B.A. in Economics from Harvard University, with specialties in Econometrics and Industrial Organization. Ms. Reda currently resides in Glen Ridge, New Jersey with her husband Frank and her three children Julian, Myles, and Sophie.
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