New York City · Marketing × Product × Art

Whitney
S. Tam

Hi there! I'm a seasoned financial services professional with nearly seven years across consumer card and banking products, and I'm passionate about creating best-in-class digital and phone experiences.

I'm energized by solving complex problems and building technology-enabled solutions that perform at scale. Outside of my 9-to-5, I've created experiences that support NYC's Asian small-business community and built an app to inspire my inner artist.

Highlights

$500M+

In revenue from AmEx personalization strategies

500K

AmEx Card acquisitions, annualized since 2022

Better.com

Worked the hypergrowth years at a tech company that went public in 2023

100+

NYC Asian owned businesses engaged for experiential marketing programming

Table of contents

No. 01 Professional CareerBetter.com → AmEx · GTM, servicing & product management → No. 02 Outside of My 9-5Asian Network at American Express · community building & leadership → No. 03 The StudioFigment, the practice app I'm building for artists & creators → No. 04 ContactConnect with me: tamwhtney@gmail.com · linkedin.com/in/whitneystam →

No. 01

Professional Career

No. 01 · Professional Career · Where It Started (2020)

Better.com

Operations Associate · Mortgage and Refinance Processing · 2020 to 2021

I started my career at Better.com, a high growth fintech that went public in 2023. I processed loans over the phone as a primary client contact and developed key feature enhancements to Tinman, Better's proprietary loan origination platform, during the company's steepest scaling years. This is where my passion for customer experience was born!

Highlights

85%of new applications funded

40 dayslock to fund cycle time

+25%net revenue from closing delay analysis

New York taxi with a Better and Tinman rooftop billboard — Better × Tinman, out in the wild

In the Press · The Better.com Era

Forbes · 2020Better.com is #1 on LinkedIn's Top Startups 2020, "the hottest startup to work for in the U.S."↗ HousingWire · 2020Better raises $200M Series D at a $4B valuation as monthly volume doubles↗ HousingWireTinman, Better's loan origination engine: underwriting decisions in minutes, not weeks↗ TechCrunch · 2023It's official: Better.com is going public↗

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Better.com is the hottest startup to work for in the U.S. this year.

Forbes · LinkedIn Top Startups 2020

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Before the pandemic, the company was processing about $1.2 billion a month in loans. By October, they were funding over $2.5 billion.

HousingWire · on the 2020 scale up

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Our mission to make homeownership simpler, faster and more accessible for all Americans.

HousingWire · Series D announcement

No. 01 · Professional Career

Digital Capabilities and Growth Marketing

American Express · US Consumer Marketing · 2022 to 2024

Designed and built digital capabilities to acquire incremental applicants with external API integrations.

Highlights

$478Mbilled business from new capabilities

500KAmEx Card acquisitions, annualized since 2022

43%of the U.S. newcomer population covered

80%increased open banking success rate

Selected Work

International Newcomer ExpansionLaunched applicant coverage for South Korea, Switzerland and the Philippines in partnership with Nova Credit and their Credit Passport technology.

Open Banking IntegrationEnabled open banking capability to approve and decline applicants using their bank data in addition to their credit bureau information. Discovered new use cases to use open banking to increase credit limits for approved low line populations.

Journey Design CXLeveraged a data based approach to continuously iterate on language in end to end experiences, driving higher conversions and comprehension of the credit card application journey.

In the Press · The Newcomer Expansion

Business WireNova Credit & AmEx expand newcomer applications to South Korea & Switzerland↗ Banking DiveHow Nova Credit helps American Express tap immigrants' credit history↗ U.S. NewsAmerican Express expands credit-access program for immigrants↗

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Credit behaviors don't change when people move across borders.

Banking Dive · Sara Milsten, American Express

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Nova Credit has been a game changer when it comes to enabling applications and approvals from international newcomers to the U.S.

Business Wire · Lisa Kalhans, American Express

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Newcomers we support are more loyal and hold higher credit lines.

Banking Dive · Sara Milsten, American Express

No. 01 · Professional Career

Application Experience & Personalization Strategy

American Express · US Consumer Marketing · 2024 to Present

I've worked on personalization strategies to market credit card offer terms and attributes, digitally and over the phone. I've scaled these strategies from proof of concept tests to always on capabilities across our consumer card portfolio, in our proprietary and partner channels.

Highlights

$500M+revenue from AmEx personalization strategies

31Kincremental accounts from marketing lifecycle re-engagement

Custom GPTbuilt for customer service rep enablement, supporting 100+ training materials, 1,000+ talking points and scenarios, and 50+ custom UI indicators

Selected Work

Personalized Offerssee the featured case study belowLeveraged risk based segmentation and test and learn constructs to scale the As High As marketing capability across the AmEx portfolio and channels.

Credit Line PresentmentDesigned a net new end to end customer experience, including capabilities to increase credit lines for low line segments.

In Application Card UpgradesProgram lead for a multi launch upgrade experience. Built the governance playbook that makes launches repeatable and compliant.

Applicant Re-engagementRebuilt the SMS and email lifecycle for offline approved applicants through persona segmentation.

Personalization Strategy · As High As Press

Travel FreelyAmex's "as high as" welcome offers: what they mean and how they work↗ The Points GuyAmex Platinum upgrade offers: check if you're eligible↗ The Points GuyA complete guide to Amex's 1-bonus-per-lifetime restrictions↗

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You can view your highest available offer using a soft credit check only, and then decide whether to move forward before any impact to your credit score. There is zero risk in taking this step.

Travel Freely · on "As High As"

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The Amex Platinum's welcome offer is targeted and personalized. New applicants can find out their offer and see if they're eligible for as high as 175,000 bonus points.

The Points Guy · on Platinum welcome offers

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If your organizational skills aren't up to par, don't worry: American Express has a welcome bonus qualification tool to warn applicants if they are ineligible for one.

The Points Guy · on lifetime restrictions

Featured Case Study

As High As · Welcome-Offer Personalization

One offer for everyone becomes a single personalized decision. +25% demand lift, +20% application starts, and $90M in incremental revenue, scaled across Platinum, Gold, Cashback and Delta.

Read the case study →

Next
Outside of My 9-5→

No. 02 · Asian Network at American Express

Outside of My 9-5

No. 02 · Asian Network at American Express

Experiential Marketing for Asian Small Businesses

Pod Lead · Asian Network at American Express

As Pod Lead for ANA's Local Business and Customer Pod, I design experiential marketing activations that spotlight 100+ Asian owned small businesses across NYC. I lead flagship events like the ANA Leadership Panel and the Dessert Networking series, securing funding, managing vendors and stakeholders, and producing programming end to end. I also built the network's evergreen engagement strategy across ticketed events, external experiences, and curated Resy activations.

ANA members holding the American Express Asian Network banner at an event

Four Years of Programming · 2023 to 2026 →

Next
The Studio→

Outside of My 9-5 · ANA

Four Years of Programming

Every experiential activation I've helped produce for the Asian Network at American Express — each one spotlighting AAPI-owned small businesses and bringing the colleague community together.

2023

APAHM Business Showcase

The first Business Showcase for Asian Pacific American Heritage Month — AAPI makers sampling and selling in the cafeteria.

Bokksu Snack Box table at the 2023 APAHM Business Showcase — Bokksu Snack Box

Kabisera table at the 2023 APAHM Business Showcase — Kabisera

2023

Shop Small Holiday Marketplace

A winter shopping market bringing local AAPI makers in for the holidays — beauty, gifts, stationery, and hand-decorated cookies that went fast.

Holiday marketplace vendor tables — The marketplace

Krave Beauty table with decorated cookies and gift bags — Krave Beauty

2024

APAHM Merchant Showcase

The showcase returned for APAHM at a bigger scale — makers and a raffle against the Hudson-sunset mural on the 26th floor.

2024 ANA-NYC Merchant Showcase flyer — The event flyer

Mogutable vendors holding a Shop Small tote — Mogutable

Baonnas table at the 2024 Merchant Showcase — Baonnas

FYB jewelry table at the 2024 Merchant Showcase — FYB

2025

Dessert Showcase & Networking

A dessert-first spin on the showcase — AAPI bakers and dessert makers sampling their menus for the colleague community.

Labeled drink cups at the Dessert Showcase — The drink station

Plate of sampled desserts at the Dessert Showcase — The sampler plate

Bakd by Lauren dessert boxes and menu — Bakd by Lauren

TAOMO dessert trays and menu card — TAOMO

Full dessert spread at the Dessert Showcase — The spread

2026

Resy Experiences & Flavors of Entrepreneurship

The evergreen chapter: curated Resy experiences at Asian-owned restaurants across NYC, anchored by the "Flavors of Entrepreneurship" founder panel.

Founder panel at the Flavors of Entrepreneurship event — Founder panel

Flavors of Entrepreneurship panelist lineup slide — The lineup

Back
Outside of My 9-5←

Professional Career · Featured Case Study

As High As

Welcome-offer personalization at American Express: one offer for everyone becomes a single personalized decision, with approval certainty, personalized value, and full transparency.

Case Study · American Express · US Consumer Marketing

As High As · Welcome-Offer Personalization

What changed

Historically, offers were marketed broadscale. You expected to be approved for the exact welcome offer you saw before applying, in whichever channel you came from.
As High As replaced all of that: the highest welcome offer marketed up front, and a single personalized offer decisioned by AmEx customer member value logic and the applicant's credit bureau information.
That meant cost savings on unprofitable segments, and a path to sunset the legacy one offer per lifetime rule for profitable segments.

What I owned

Offer tiers: mapped to credit profiles with Analytics and Finance
Channel activation: placements across proprietary and partner channels
Re-entry journey: email and phone servicing at the funnel's lowest converting point
Legal and compliance: approvals on all customer facing copy and talking points
Complaints monitoring: real time tracking by channel, card, and variant

The results

Stronger upper funnel demand. Sharper offer tier discrimination. No outsized offer confusion. Scaled across Platinum, Gold, Cashback and Delta products in 2026.

+25%top-of-funnel demand lift vs. control

+20%application starts at scale

+15%billed business from improved account mix

$90Mincremental revenue from accounts & engagement

The Experience, Live in Market

American Express Cardshop page showing the As High As welcome offer for the Platinum Card

Metrics are illustrative and directionally representative of actual results.

The "As High As" language, across the portfolio

Platinum Card · as high as 175,000 points

Platinum Card welcome offer copy with As High As language highlighted

Gold Card · as high as 100,000 points

Gold Card welcome offer copy with As High As language highlighted

Blue Cash Preferred · as high as $300 cash back

Blue Cash Preferred welcome offer copy with As High As language highlighted

Blue Cash Everyday · as high as $200 cash back

Blue Cash Everyday welcome offer copy with As High As language highlighted

Delta SkyMiles Gold · two-part welcome offer

Back
Professional Career→

No. 03

The Studio

Being creative has always been one of the most important parts of my life. Since I was young, I've loved exploring different forms of art, from photography to illustration. I created the studio as a way to nurture those longstanding interests, helping people engage more deeply with color, practice patience, and make creativity feel more accessible.

Photography · NYC Prints

Photography print — wall of colorful mugs at Brooklyn Roasting Company — Brooklyn Roasting Co.

Photography print — neon bar and pizza signs at night, Greenwich Village — Neon, Greenwich Village

Photography print — the Oculus at the World Trade Center with street-art container — The Oculus, WTC

Photography print — Statue of Liberty mural seen from the High Line — Liberty mural, High Line

From the Sketchbook · Ink & Graphite

Ink drawing of two roses with crosshatched shading

Graphite figure drawing, seated gesture study

Pencil sketch of a pontoon boat on Lake Willoughby

Sketchbook of hand studies held up in front of a wall of drawings

Beta App · In Design

Figment

I designed Figment (beta app). It is a mobile app for hobbyist illustrators and painters designed to make practice sustainable.

I've built daily prompts and streaks, an AI coach that looks at your work when you're stuck, and a paint scanner that matches any color to real paint.

Tools UsedClaudeCursorWarpExpo

Screens from the Figment UX exploration, May 2026.