AAdvantage Editorial Optimization
Role: Executive Content
& Editorial Strategy Lead
Client: American Airlines
This project reimagined how a global loyalty brand connects with its members through editorial storytelling. The work elevated AAdvantage content from transactional communication to a strategic engagement platform, strengthening brand affinity while supporting customer retention and long-term loyalty value.
The Challenge
AAdvantage needed to modernize its editorial approach to better engage a diverse, global membership base while aligning content with evolving brand, loyalty, and customer experience priorities.
my role
I led the editorial strategy and content optimization for AAdvantage, shaping narrative direction, tone, and structure across owned editorial platforms. I partnered with cross-functional teams to align content themes with customer behaviors, lifecycle moments, and brand objectives, ensuring consistency and relevance at scale.
The impact
The optimized editorial approach strengthened member engagement, clarified brand voice across channels, and positioned content as a strategic driver of loyalty rather than a standalone publishing effort. The framework created a repeatable model for future editorial planning and content performance optimization.
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