In her capacity as Chief Brand Officer for AARP, Barbara Shipley brings more than 25 years of experience in branding, marketing and strategic communications to her role at AARP and is the chief architect of AARP’s enterprise-wide brand revitalization strategy. She oversees brand strategy, creative services, advertising, social media and events for AARP and leads the brand integration efforts, from the charitable Foundation and commercial relationships (through AARP Services) to the association’s 53 state offices. Before joining AARP in 2006, she managed the Washington, D.C. office of Ruder Finn, a global marketing and communications firm. Prior to that, she spent more than a decade in various leadership roles with Fleishman Hillard, Inc, one of the world’s largest strategic communications firms.