Maurice Herrera

Maurice Herrera is the chief marketing officer of Covista. He leads the company’s enterprise marketing transformation to strengthen brand equity, accelerate enrollment growth, and improve marketing return on investment across its portfolio institutions.

With nearly 30 years of experience, Herrera leads a modern, data-driven marketing organization that integrates brand, demand generation, and digital performance at scale. He oversees enterprise Centers of Excellence spanning brand, creative, digital experience, CRM, MarTech, research, and analytics—enabling Covista to operate with consistency and speed while allowing each institution to compete effectively in its market. Herrera’s leadership is grounded in three core principles: consumer centricity, outcome-focused execution, and disciplined use of data to drive growth.

Under his leadership, Covista is deploying AI-enabled marketing capabilities including predictive analytics, automated CRM journeys, intelligent media optimization, and next-generation digital platforms—designed to improve engagement, increase conversion, and drive ROI-accretive revenue growth.

Prior to joining Covista, Herrera held senior marketing leadership roles at PepsiCo, Kraft/Mondelez, Weight Watchers, and Avis Budget Group. At Weight Watchers, he is credited with orchestrating a marketing playbook that achieved a historic turn-around that doubled membership during his tenure. At Avis, he played a key role in pivoting the company’s marketing strategy during the pandemic, introducing safety-focused messaging and agile digital campaigns that helped restore consumer confidence and accelerate demand recovery. For this work, he received the Avis Budget CEO Excellence Award. Herrera has also been recognized as “Top CMO of the Year” by The CMO Club.

Herrera holds a bachelor’s degree in mathematics and economics from Binghamton University and a master’s degree from the University of Michigan Stephen M. Ross School of Business.  He is Board Ready Institute Certified by the Latino Corporate Directors Association and has served as a guest professor of marketing at Rutgers University–Camden.