Vice President, Multicultural Leadership Hispanic/Latino Audience Strategy
Yvette Peña is an accomplished, award-winning marketer with over 20 years of experience specializing in multicultural initiatives. Named Vice President for Latino Audience Strategy at AARP in 2016, she has led the strategic development of AARP’s brand advertising campaigns targeting the Spanish-dominant and bilingual segments, resulting in significant brand awareness increases. Yvette has also championed innovation by leveraging digital, social and mobile platforms to drive engagements with Hispanics ages 50-plus. Yvette serves as the national voice for AARP’s thought leadership on Latino 50-plus communities through partnerships with multicultural organizations to drive AARP’s social impact agenda. She develops and manages relevant offerings and programs for AARP's members in the U.S. and Puerto Rico with the goal of increasing brand affinity to better serving the Latino community.
Previously, Yvette established a successful track record for successfully building brands with Latino markets, working as Director of Multicultural Marketing at Sports Authority and Walgreens, as a Brand Manager at Sears and as an Account Director at The Bravo Group.
She is a lifelong advocate for ethnic communities and takes pride in giving back and providing opportunities to develop communities in meaningful ways. In early 2018, Yvette was named to the Board of Directors for the Friends of the National Museum of the American Latino.
Yvette is a native New Yorker, with proud Dominican roots and cherishes her time with her family. This has enabled her to work passionately for and with Latino families. She currently resides in both Washington, D.C. and Chicago with her husband, Lazaro.