Rebeca Vargas joined GSUSA in 2024 as chief marketing officer. In this role, she is the steward of the Girl Scout brand, leading the work to build awareness about the life-changing value of the Girl Scout experience. She is also transforming the marketing function to contribute to the growth of the organization with acquisition and retention campaigns. Prior to joining GSUSA, Rebeca was a marketing executive for more than fifteen years, directing marketing teams at Citibank, Wells Fargo, and J.P. Morgan Chase in the U.S. and Latin America. Rebeca is regarded as a pioneer in multicultural marketing, achieving record-breaking success in attracting diverse consumer segments. She was previously CEO of two binational nonprofit organizations, US-Mexico Foundation and Mujeres Lideres En STEAM. She is a trailblazer in social entrepreneurship, having led successful fundraising campaigns and developed unique programs focused on youth leadership development, women empowerment, and STEAM education. Rebeca holds a BA in accounting and finance from ITAM in Mexico, an MBA from Tulane University, and completed executive education on digital marketing and board readiness at Columbia University and Harvard Business School, respectively. Rebeca was a troop volunteer when her daughter was a Girl Scout.