Walter Frye is the Vice President of Global Brand Content & Engagement at American Express, where he responsible for developing digital content and social media strategies that drive brand and product consideration, including influencer marketing. In this role, he also oversees the company’s heralded Small Business Saturday program, a community-based effort to drive business back into small merchants in many markets around the globe.
Previously, Walter was Vice President of Global Entertainment Partnership and Experiential Marketing, where he led the company’s strategy to drive Card Member loyalty and brand consideration through premier partnerships and content. In this position, he negotiated and managed global deals with the biggest names in entertainment, including Live Nation, AEG, U.S. Open Tennis Championship, Coachella, Austin City Limits, U.S. Open Golf Championship, New York Fashion Week, and many others. In this role, he also produced “American Express Unstaged”, an award winning live-streaming concert series that pairs popular music with iconic filmmakers to bring the in-concert experience to at-home audiences around the world. In 2015, his work on the American Express Unstaged Taylor Swift Blank Space Experience won a prime-time Emmy for Outstanding Interactive video. He’s also led the brand’s partnerships with wide range of music artists including Beyonce, Taylor Swift, Drake, Justin Timberlake, Jay Z, Kendrick Lamar, and Coldplay and created brand collaborations with Uber, Walmart, Vevo, YouTube, and Vanity Fair.
In 2016, he was recognized as one of Billboard Music’s 40 Under 40 Power Players and #58 on Billboard’s Most Powerful Players in Music in 2017. Walter holds an MBA from Harvard Business School received a bachelor’s in Economics from Yale University.