With 20 years of experience, Vanessa has developed and implemented strategic marketing initiatives and placemaking for mixed-use properties throughout the Mid-Atlantic and Northeast regions. She determines the appropriate merchandising uniquely suited for each community. She effectively and efficiently solves marketing/communications and branding challenges with versatility, creativity, and attention to detail. Vanessa manages ongoing marketing programs and promotions as well as developing and implementing brands for new mixed-use development projects. Most recently, Vanessa was the Vice President of Marketing for The Howard Hughes Corporation’s (HHC) redevelopment of Downtown Columbia in Columbia, MD. In this role, she spearheaded the adoption of a new district-wide master art plan, launched an array of cultural initiatives designed to reposition Merriweather District as a creative new regional hub. These initiatives include the creation of the OPUS Merriweather—the art, music and technology festival series that has brought to date over 30,000 new visitors to the region, the Merriweather District annual Artist-In-Residence program, and Books in Bloom, a regional literary festival. In her role as a Board of Director for the Downtown Columbia Arts and Culture Commission, she has established the launch of Soulful Symphony’s residency at Merriweather Post Pavilion.

Prior to her role at HHC, Ms. Rodriguez managed marketing for high-profile mixed-use assets for Federal Realty Investment Trust and Forest City.

Vanessa currently serves on the board of Identity–a non-profit organization in pursuit of just, equitable and inclusive opportunities for Latino and other historically underserved youth to realize their highest potential and thrive