AARP Appoints Anna E. Banks as CMO to Transform Brand for 50+ Community

AARP Appoints Anna E. Banks as EVP and Chief Marketing Officer

In a crucial move towards redefining its brand and enhancing engagement among Americans aged 50 and older, AARP has recently appointed Anna E. Banks as its new Executive Vice President and Chief Marketing Officer (CMO). This decision highlights the organization’s commitment to innovation and its role as a strong advocate for its members, particularly focusing on digital transformation and brand evolution.

Anna Banks arrives at AARP with an impressive background that spans three decades in the marketing sector, showcasing her expertise in growing global consumer brands. Prior to her new role, she was the Senior Vice President at Sephora North America, where she played a pivotal role in leading digital initiatives that contributed to more than $1.5 billion in annual revenue. Her diverse skill set will be crucial as AARP plans to evolve its marketing strategies and become the leading voice for more than 120 million Americans over 50.

In her new position, Banks will oversee AARP’s Marketing, Brand, and Content (MBC) organization. This encompasses a vast range of responsibilities, including brand strategy, integrated communications, membership lifecycle, experience design, customer care, and editorial. Among her duties is the management of AARP's flagship publications, AARP The Magazine and AARP Bulletin, which rank as the most widely circulated print titles in the country.

AARP's CEO, Dr. Myechia Minter-Jordan, expressed confidence in Banks' capabilities, stating, "Anna's ability to fuse purpose with performance makes her the ideal choice to elevate AARP's marketing efforts and elevate the brand at a time when the voice of Americans over 50 has never been more vital." Her background in building effective teams and partnerships is seen as instrumental to the future of AARP’s initiatives.

In her own words, Banks expressed enthusiasm about joining a foundational organization and the chance to further its mission: "I’m excited to join AARP and its powerful legacy of advocacy and storytelling. This is a unique opportunity to build on the organization’s digital transformation momentum by embracing emerging technologies to deliver value and deepen engagement with members.”

Before her notable role at Sephora, Banks held the position of Chief Marketing Officer at Fair Trade USA, driving brand transformations among consumer audiences and advocates. Her previous marketing experience also includes significant positions at Walmart Global eCommerce and leadership roles at McCann Worldgroup focused on digital strategy and innovation.

Moreover, Banks is dedicated to mission-driven initiatives beyond her corporate responsibilities. She has served on various boards including the Museum of the African Diaspora and the Katherine Delmar Burke School, indicating her commitment to community and social issues. Additionally, she is involved with Pipeline Angels, a network aimed at supporting women social entrepreneurs.

Academically, Banks holds a bachelor’s degree from Harvard and Radcliffe Colleges, along with an MBA from Harvard Business School, underscoring her strong educational foundation in business and management.

AARP itself stands as the largest nonprofit and nonpartisan organization committed to empowering individuals aged 50 and above to choose how they age. With a broad footprint across the nation, AARP advocates for health security, financial stability, and personal fulfillment, making it a vital resource for older Americans and their families. They also produce highly read publications such as AARP The Magazine and AARP Bulletin.

With Banks at the helm, AARP is poised not only to maintain its significance in the lives of its members but also to continue evolving in ways that resonate with current and future generations. The organization’s focus on embracing digital transformation will likely redefine its outreach and service delivery, ensuring it remains a champion for those over 50 in an increasingly complex world.