Adam Vasallo is the Chief Marketing Officer for Big Brothers Big Sisters of America (BBBSA) with more than 20 years of experience in marketing, brand strategy and partnership development. Adam joined BBBSA in January 2018. In this role, he leads BBBSA’s brand strategy and positioning, digital experiences, campaign and performance marketing, creative and content, consumer insights and marketing support for the Big Brothers Big Sisters federation of 230+ agencies serving 5,000 communities across all 50 states.
As Chief Marketing Officer, Adam has led the successful national rebrand of BBBSA and the launch of the organization’s most successful national campaign to date, "It Takes Little to be Big." Rooted in insights, the “It Takes Little to be Big” campaign was created to shift perceptions around the time and expertise needed to become a mentor. Harnessing a multichannel mix of paid and in-kind media, corporate partnerships and integrations into culture and influential voices, the campaign delivered increases in volunteer sign-ups, brand relevance and interest in donating to BBBSA.
Adam’s leadership helped position BBBSA for critical acclaim and notable industry accolades, such as Fast Company’s Brands that Matter (2023), PRWeek’s Best Collaboration (2023), the Engage for Good Golden Halo Award (2023) and annual recognition on Morning Consult’s Top 10 Most Trusted Non-Profits list. Prior to joining BBBSA, Adam spent more than a decade at HSN, where he held several leadership roles spanning brand marketing, multicultural marketing, new business development and entertainment marketing.
Adam’s passion for youth mentorship is rooted in his personal connection to the BBBSA mission. Adam is a two-time Big Brother and is currently matched with his Little Brother, Giovanni. He has a bachelor’s degree in mass communications from the University of South Florida and a master’s degree in business administration from Nova Southeastern University. Adam and his wife, Robyn, are the proud parents to three children, Addison, Zachary and Sophie.
