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.

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.