Karen McSteen, Principal of brandMatters

Karen McSteen, a results-driven and accomplished branding and business strategist, founded brandMatters in 2003. She has spent her career developing distinctive brands and working with organizations to strengthen their competitive position and increase customer engagement.

Karen focuses on developing an organization-wide, brand-centered approach for her clients, a highly effective strategy she honed in her leadership roles as AOL’s Senior Vice President of Brand Strategy and Brand Vice President at Marriott International. Karen’s experience as a senior brand executive has profoundly influenced her philosophy of consulting. She is a hands-on collaborative partner to every brandMatters client, and she believes that each engagement should be directly and inextricably linked to business goals.

As a consultant, Karen has developed positioning strategies for clients across a broad range of industries including travel, hospitality, education, media and technology; facilitated brand and business planning processes for corporate and association clients; and created innovative product and service strategies to bring brands to life.

Karen is a member of the International Franchise Association and the International Society of Hotel Consultants. In addition, she has been a brand strategy instructor for Marriott’s Executive Development program and is frequently sought after as a speaker to share her approach to building and sustaining a strong brand.