Title: VP-digital marketing and innovation

Company: American Express Co.'s American Express OPEN

Years in current position 2

Scott Roen juggles a lot. Not only does he manage OPEN Forum, the online arm of American Express Co.'s small-business solutions division, he also finds himself increasingly helping the company's clients solve problems through marketing automation software and digital offers.

“Our goal is to help these business owners meet their core needs and to create differentiated experiences for our customers,” said Roen, VP-digital marketing and innovation at AmEx's American Express OPEN.

OPEN Forum has grown into a full-service small-business center, with content, events and marketing automation apps such as AcceptPay, a service that enables merchants to send email invoices and accept online payments.

Roen is also busy with digital offers. For example, in March AmEx partnered with Twitter for a program that enables card members to use special hashtags to gain savings on purchases from participating merchants automatically.

In May it launched pilot programs in Los Angeles and New York for My Offers on the American Express iPhone app. My Offers is a search engine personalized for mobile devices; it ranks and recommends relevant card offers based on a consumer's spending history and location.

My Offers is an outgrowth of the Go Social program, introduced last year, which enables entrepreneurs to create social and mobile promotions that AmEx distributes through multiple social networks.

“The No. 1 challenge for businesses is attracting new customers,” Roen said, adding that with the offers, search technology AmEx will be able to send out “more robust” offers for its merchants.

Top Digital Marketers 2012