Luisa Acosta Named Vanir’s First Vice President of Brand Strategy

We are pleased to announce the appointment of Luisa Acosta as Vanir’s first Vice President of Brand Strategy. She brings more than 25 years of experience to the firm, having helped a variety of companies achieve measurable results through strategic branding, communications, marketing and public relations initiatives.

In her new role, Luisa will work to elevate our company’s brand and reputation, as well as that of our Chairwoman and CEO, Dorene C. Dominguez, and executive leadership team. Joining just before our 60th anniversary, she will also focus on communicating Vanir’s legacy of leadership, national successes and philanthropic efforts, while planning a large anniversary gala (tentatively scheduled for July 2024).

“Sixty years is a tremendous milestone for Vanir,” Luisa said. “Less than 36% of companies make it to their 10th anniversary, and family-owned businesses only make it to about 24 years on average. Six decades is truly a legacy of leadership, perseverance and success. It is a true testament to H. Frank Dominguez’s vision and the incredible work Dorene has done over the last 20 years to position Vanir as a national leader in the PMCM and real estate development markets.”

Named one of the Top 100 Hispanic Influentials in the U.S. by Hispanic Magazine, Corporate Woman of the Year by the State of California and Trail Blazer of the Year by the National Association of Women Business Owners, Luisa got her start working as a news anchor for KGET Channel 17 (an NBC affiliate in Bakersfield, California) before transitioning to the role of Press Deputy and later Deputy Chief of Staff to former Los Angeles City Councilman Richard Alatorre. She also worked for Farmers Insurance Group for 17 years, ultimately becoming the company’s first Latina Vice President and Officer, and holding numerous leadership roles from multicultural advertising and marketing to philanthropy, community affairs, business development and recruiting.

“Luisa is a proven leader with an innovative and collaborative spirit,” Dorene said. “She has an incredible track record of delivering creative and impactful campaigns, initiatives and events, and has already worked to develop a deep understanding of Vanir’s legacy, as well as what’s next. We have an important story to tell, and I’m confident that Luisa is the right person to help us tell it.”

Luisa is passionate about her community work and serves on the HOPE Champions Board, Eleva X, the Mariachi USA Foundation and is a former board member of the Los Angeles Police Department’s Hollenbeck Police Activities League, as well as the March of Dimes LA Chapter and a mentor for Girls Today, Women Tomorrow.