Maurice Herrera was appointed chief marketing officer (CMO) in October 2021.
In his role as chief marketing officer, Herrera is responsible for leading all company-wide marketing initiatives, including driving student enrollments and building brand awareness for Adtalem’s portfolio of institutions.
Herrera brings nearly 30 years of marketing leadership from multinational consumer packaged goods (CPG) companies, such as Campbell’s, PepsiCo and Kraft/Mondelez, and direct-to-consumer companies, Weight Watchers and Avis Budget. Herrera has a proven track record of successfully shaping and accelerating growth through a blend of innovative digital marketing strategies enhanced by data-driven targeting, dynamic content optimization, personalization and brand positioning.
Most recently, Herrera served as chief marketing officer, Americas at Avis Budget since 2018. In this role, he defined new brand platforms and implemented direct response approaches on Avis.com and Budget.com. Through his leadership and data-driven strategies, Herrera increased online traffic and conversions and consistently exceeded revenue growth targets. Additionally, Herrera created an integrated and results-driven marketing organization and streamlined disparate media spend to drive efficiencies and maximize results.
Prior to Avis, Herrera was the U.S. CMO for Weight Watchers from 2014 to 2018. In this role, he led all aspects of marketing including brand identity, positioning, campaign platforms, product innovation, celebrity and influencer sponsorships and strategic promotions, which resulted in consecutive multi-year, double-digit member growth and increased shareholder value.
Herrera holds a bachelor’s degree in math and economics from Binghamton University and an MBA from the Ross School of Business at the University of Michigan.