Lessons in leadership and leading with strategy: Naysla Edwards, American Express

In this edition of ADMA’s CMO Spotlight, we speak to Naysla Edwards, VP of Brand, Marketing & Member Experience at American Express, about how marketers can stay ahead by building community, embracing lifelong learning and using technology with purpose. 

Can you tell us a little about your career to date?

My journey started in my home country of Colombia where I earned my bachelor’s degree in business management. That set the stage for the rest of my career because as part of the university’s curriculum, I had an opportunity to complete an internship with Nielsen which exposed me to many incredible international brands. Working at Nielsen ultimately sparked my curiosity about working overseas and across multiple countries.  

I then spent a year at a global advertising agency, FCB, which was my first official job after graduating. This was when I realised that I wanted to move overseas to focus on learning English so I could expand my career opportunities. I decided to move to Sydney to immerse myself in the language and culture.  

My first job in Australia was with Carlson Wagonlit Travel (CWT), which organises corporate travel activities for business clients. Accepting a position within the corporate travel sector was a pivotal moment that shaped my career, as it wasn’t on my radar at the time!  

Over eight years at CWT, I progressed in roles from Data Entry Operator to National Client Manager, where I handled one of Australia's largest corporate travel accounts. This role taught me resilience, adaptability and the importance of seizing opportunities - even when they come from unexpected places.

It was this role that led me to American Express (Amex), where I’ve worked for more than 19 incredible years.  

 

What have been a few of your professional highlights along the journey?

My internship at Nielsen was one of the most impactful moments of my career. I was lucky to work for a leader that pushed my limits and helped me unlock my potential.  

I directly managed key accounts despite my entry level role. I realised then that as scary as it might seem, our potential for growth is limitless - we just need great curiosity, resilience and discipline.

Another key moment was joining CWT. At the time my English was very poor but I embraced the opportunity and took on the challenge. It then led me to a phenomenal role where I led a critical account for the organisation.

Joining Amex in 2006, first within the Business Travel team and then to the card-issuing side of the business, is another highlight. With Amex, I’ve travelled the world, lived and worked in different locations and developed within the organisation to secure the role I have today, which I adore.

The foundation of all my career highlights are the people I have met on the journey. I have been able to work for, and with, the most incredible leaders who have backed me all the way. It always comes down to people, no matter what the journey! 
 
 

How important is maintaining and growing your marketing skill set in today’s marketing environment? How do you approach this for you and your team? 

Connecting with people and ensuring you’re constantly learning is really important in maintaining and growing your marketing skill set.  

Working across various countries throughout my career exposed me to diverse cultures and business practices, which encouraged me to embrace new ideas and challenge conventional approaches. Each role I've held has been an opportunity for me to learn and adapt, fuelling my passion for continuous improvement and creative problem-solving.  

I also regularly attend industry events, network with marketers, join relevant marketing organisations - in a membership or advisory capacity - and seek learning opportunities across our network of agencies and industry bodies.

At Amex, we have a Marketing Community which I am very proud to support as Co-Executive Sponsor. This initiative provides colleagues with learning, networking and growth opportunities.  

We have had some of the most talented people within our industry join us as guest speakers. For that I am very grateful, as it demonstrates just how tight the industry is and how we’re always happy to support each other. 

 

What is the one thing you wish you’d learned earlier in your career? 

When I started to lead the Brand and Media strategy for Amex in Australia and New Zealand, I met with a senior executive at a well-known media organisation and he advised me to dedicate time out of my week to proactively reach out to people outside of the company.  

This included partners, brand/media experts, industry influencers and others. He said I’d learn more through these interactions than anything else I did and it’s proven to be true.  

This exercise led me to join multiple associations, marketing groups and forums, which then opened doors for me to join more marketing forums, advisory groups and industry panels. I have met the most incredible people by doing this and some have become the greatest advisors and friends.

It’s never too late to do or start anything but I wish I had learnt the power of connection earlier. 

 

What is going to have the biggest impact on marketing over the next few years? How are you preparing for those changes? 

I think, like most marketers, AI is having the most significant impact on our industry. However, new technology is only as valuable as the human insight and creative purpose behind it.

AI is reshaping the marketing landscape by driving efficiency and amplifying creativity. It’s changing how consumers behave, with innovations like Search Generative Experience redefining how people search and their expectations for search results.  

Technology must serve creativity and not the other way around. New tools like AI can supercharge our ability to uncover insights, move faster and deliver more personalised experiences but they only work if they’re grounded in real human understanding.  

AI can help scale ideas but it’s still up to us to make those ideas matter. My advice is to start with the problem you’re trying to solve and the customer you’re trying to serve. Then use AI to get there faster, smarter and more meaningfully. 

 

What do you think are the biggest challenges confronting marketers today? 

Capturing and keeping audience attention in an oversaturated, fragmented media landscape.  

Consumers are constantly bombarded with content across multiple channels and their expectations for relevance, speed and value are higher than ever. Cutting through the noise requires not just creativity but a deep understanding of audience behaviour, clear brand purpose and consistency. 

 

What’s the best piece of advice you would give to a university graduate starting their first role in marketing? 

Stay true to yourself and your values. Authenticity is a powerful tool. By embracing your unique strengths and perspectives, you can drive meaningful change and empower others along the way.

I would also encourage university graduates to learn the tools but always lead with strategy. Don’t let technology be the idea - let it unlock bigger, better, more human ideas that create new thinking. 

Why are organisations like ADMA so important for the wider media and marketing industry? 

As the marketing industry evolves at such a rapid pace, it’s essential we have reliable and credible organisations like ADMA to stay across the latest industry developments. It’s also an essential resource for creating connections, sparking creativity and shaping our thinking for the future. 

Lastly, what do you enjoy doing outside of work?

I love spending time with my family, especially my daughter and our dog, Daisy - there’s never a dull moment. I also have a real passion for music and fashion. Both are creative outlets that keep me inspired and bring a lot of joy.