Jen Lafiura

Jen LaFiura is Head of Brand Strategy at Prosek. She has 20 years of experience building brands across B2C and B2B businesses. Prior to joining Prosek, Jen was Vice President, Global Brand Strategy at American Express, a position she held for 10 years. At Amex, she developed positioning strategies and integrated campaigns to evolve and future-proof an iconic, 170+ year old brand. This included leading a multi-year Global Brand Refresh, which increased brand value by $4 billion (+20% increase) as calculated by Interbrand. In addition, Jen developed an enterprise framework for brand purpose, rewrote company values, launched the company’s first employer brand, led multi-channel inclusion and diversity campaigns, and established a global infrastructure to engage all employees globally in bringing the brand to life. Prior to American Express, Jennifer held multiple marketing and brand roles at companies including General Mills and The Princeton Review.