Anita Guerrero

Anita Guerrero is a proven brand, marketing and communications leader having served major B2B and B2C global brands including Fiserv, Johnson Controls and Northwestern Mutual. Anita taps into her nearly 20 years of passion and expertise to build experiences for diverse audiences that reflect and drive brand promise, elevate market position and connect people to company mission and culture.

In her current role at Goodwill Greater Milwaukee & Chicago, Anita oversees all brand and communication strategies to drive organizational growth. Under her leadership, her teams are focused on corporate communications storytelling, brand management, creative expression and delivery, and customer engagement and loyalty.

Since joining Goodwill in 2022, Anita has led a robust brand transformation that enhances Goodwill’s connection to the communities it serves. This includes a new organization name that reflects the region it serves, refreshed store signage across a full territory of 77 retail locations, a new website experience, and development of a retail shopper brand to increase customer acquisition, build loyalty and increase engagement. Anita also leads the corporate communications function that includes storytelling, crisis communications, media planning, public relations, and employee communications.

Anita holds a Bachelor of Arts in business and management with a focus in professional communications from Alverno College. She also holds change management and pragmatic marketing certifications.

Outside of her professional role, Anita is passionate about supporting small businesses mentoring Milwaukee’s next generation of entrepreneurs in getting started, offering consultation and connecting them to resources and networks of support. She has a steadfast commitment to the growth and vitality of her hometown of Milwaukee “paying it forward just as others supported her,” helping people (especially young people) recognize their value and empowering them with support and information to get to where they want to go.

Goodwill Industries of Southeastern Wisconsin and Metropolitan Chicago is a member of Ragan’s Communications Leadership Council.