CHASE Banking

CRM Strategy Lead, A/B Testing Lead, Positioning Strategy, Creative Development Support.

Chase needed to keep Sapphire top-of-wallet in a crowded premium rewards market where "good enough" was no longer good enough. A new array of benefits was the solution, but that came with a fee update.

Main Challenge:
Striking the right balance between communicating how Chase is elevating benefits to meet evolving customer expectations, especially around travel, dining, and experience. But without alienating loyal cardmembers with the new fee and attracting new one with the brand’s new premium positioning.

Even the most loyal cardmembers will reevaluate their wallet if their card stops evolving with their lifestyle, premium isn’t just about perks, it’s about relevance.

A personalized, multi-touch CRM journey anchored by a dynamic microsite to reintroduce the evolved Sapphire experience—framing new benefits as upgrades that meet how cardmembers live, travel, and dine today.