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Anita Guerrero Named Vice President of Corporate Communications & Brand Management


Anita Guerrero has joined Goodwill as vice president of corporate communications & brand. In this role, Anita will oversee all communication strategies for the organization including a robust brand transformation aligned to the new enterprise strategic plan. She is also responsible for developing and driving the adoption of Goodwill’s strategic communication initiatives, policies and practices in a manner that will clarify and uphold our brand to support its enterprise goals.

Anita’s background and exposure to supporting high-profile brands and their industry-leading growth initiatives will be a tremendous asset, as we focus on telling Goodwill’s brand narrative inside and outside our organization. She is a demonstrated business and community leader. With her passion for creating impact in the workplace and her community, she will be an incredible resource as we continue to advance our mission and support our social enterprise,“ said Angela Adams, chief communications & diversity officer.

Over the past 16 years, Anita has gained progressive experience driving marketing results with a Fortune 500, global, leading fintech and payments organization. Anita is a proven brand marketing and communications leader passionate about creating brand and engagement experiences for clients, prospects, consumers, shareholders and associates. In her previous role at Fiserv, she spearheaded a naming-rights sponsorship with the Milwaukee Bucks that helped elevate the company’s brand on an international level with fans, clients and employees.

Anita has served as a multi-channel brand and communications strategist for major B2B and B2C global brands including Fiserv, Johnson Controls and Northwestern Mutual. She brings a strong background and knowledge of building brand experiences that reflect and drive brand promise and connect people to company mission and culture.

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