Emilio Pardo is a senior executive with 20 years of business leadership and success with corporate, government and non-profit organizations. As Chief Brand Officer and member of the AARP executive team, he is responsible for the creation, management and integration of the global brand throughout the organization, covering more than 50 offices worldwide. During his tenure with AARP, he has helped the organization grow from 36 million to 40 million baby-boomer/senior members, and added more than $200 million in new revenue. His specific responsibilities include all marketing, advertising, brand and positioning programs for AARP and AARP Services. He was appointed CBO in January 2006 to help the organization re-position what is arguably the most complex brand in the market and extend it to address the 76+ million U.S. baby-boomers. Among his many achievements, he has built a new strategic vision, business platform and roadmap for the organization that is pivotal to AARP’s continued relevance and importance to the Baby-boomer/Seniors market, and helped make AARP number three amongst America’s most trusted brands.
Pardo joined AARP in 2005 as Senior VP, Business Development at AARP Services, Inc., the association’s for-profit arm. At ASI he was responsible for product development and licensing, new market/channel development, joint ventures, and strategic alliances/ corporate partnerships with organizations such as Borders, Walgreens, The Home Depot, United Health Care, The Hartford Group, Proctor & Gamble, and Travelocity.
Before joining AARP, he was Senior Vice President with Discovery Communications, Inc., a leading television network. At Discovery, he was responsible for strategic business development spanning all 14 broadcast networks including Discovery Health Channel, Discovery Channel, Travel Channel, Animal Planet, TLC, and FitTV. He developed a variety of highly profitable new on-air and off-air partnerships for the health and fitness sectors including the development of the first-ever series of Continuing Medical Education (CME) broadcast programs for Discovery Health Channel. Among his many accomplishments was the development of several major national health and fitness initiatives and partnerships including the first-ever televised awards show and gala "Medical Honors 2004" which celebrated the achievements of our nation's most eminent health care leaders, professionals, and scientists. He was also responsible for creating dozens of public/private alliances with influential organizations such as U.S. Department of Health and Human Services and Centers for Disease Control.
Prior to joining Discovery, Pardo was CEO and a Member of the Board of CityNet Telecommunications, Inc., a leading telecommunications network company and pioneer in building fiber optic networks in U.S. and international cities. As a co-founder, he lead the company in raising two major rounds of funding, totaling $475 million, from leading private equity groups. During his tenure at CityNet, he helped the company grow a profitable niche customer base with cable and telecom companies, and developed partnerships with more than 22 major city governments in order to deploy broadband and other information services to businesses and consumers.
Pardo joined CityNet after serving as Senior VP & Senior Partner with Fleishman-Hillard International Communications, Inc., the world’s largest communications and marketing firm. During his 10-year career at Fleishman-Hillard he is credited with innovating some of the agency’s most successful products and services as well as pioneering its global expansion, especially into Latin America. He also served as head of business development and founder of the social marketing practice. Pardo has managed and mentored numerous senior strategic communications professionals, representing interests and organizations as diverse as: SBC, PBS, AARP, VISA, AOL, TELMEX, Direct Marketing Association, and The White House National Anti-Drug Communications effort.
Pardo began his career as the first-ever Hispanic Press Secretary in the U.S. Senate, representing then Commerce Committee Chairman Fritz Hollings (D-SC). He was the national spokesman for the committee for five years on major national issues such as telecom reform, aviation deregulation, Merchant Marines, U.S. Tourism, and NASA Space Policy.