Karen joined the American Automobile Association in 2006 and currently serves as Chief Marketing Officer of AAA Northern California, Nevada & Utah. She brings nearly 20 years of marketing leadership experience for top consumer brands such as Wells Fargo, Charles Schwab and Gallo Wines. Karen has extensive experience developing highly successful marketing and product strategies that deliver strong revenue growth. In recognition of her success at the club, she received the AAA President’s Leadership award in 2014.
At the club, Karen is responsible for setting the long-term marketing and product strategic direction that will drive the club’s sustainable revenue growth across its core businesses: Membership, Insurance and Travel. She leads all marketing and advertising efforts, including direct marketing, digital marketing and high-profile sports marketing campaigns with franchises such as the San Francisco Giants, Oakland Raiders, San Jose Sharks, among others. She also defines standards for Member experiences, including the club’s “Next Generation” retail strategy design, a multiyear effort to transform Member experiences.
Prior to AAA, Karen served as Vice President, Marketing for Charles Schwab, where she was also a marketing director in various divisions and led the development of new banking and advice services. While at the investment firm, she earned several marketing awards including “Retail Marketing Best New Client Acquisition Program.” Karen also held marketing and product management roles at Wells Fargo earlier in her career.
Karen received her M.B.A. from the Haas School of Business at University of California, Berkeley and a B.A. in political science from Stanford University. Karen and her family reside in the Berkeley, California area. She and her family are avid baseball fans and also enjoy traveling.