Jody Holtzman, Senior Vice President, Market Innovation, AARP, has more than two decades of experience helping companies develop and implement competitive strategies and achieve their strategic market goals. At AARP he leads AARP’s new Thought Leadership efforts which support the organization’s new brand positioning around a focus on living not just aging and for people 50+ to live their best life. Previously, Jody led AARP’s research, competitive intelligence and strategic analysis functions. A central focus of this research is to understand the needs, wants and preferences of AARP members and prospective members, their intent to join and renew their memberships, as well as their views regarding AARP’s social mission and policy goals. Prior to that, Jody was AARP’s first Director of Strategic Analysis and Intelligence where his team provided forward looking and actionable insight about AARP’s external environment in support of senior management decision-making. Jody is a member of AARP’s Leadership Team and Brand Council.