Karen Bueno
Los Angeles
Summary
Strategic and creative marketing executive with 15+ years of experience building and scaling lifestyle brands through integrated 360-degree marketing strategies. Proven success in leading global brand campaigns, product launches, influencer and digital strategies, and e-commerce growth. Adept at managing large-scale budgets, building collaborative teams, and executing results-driven initiatives across North America and international markets. Former VP of Marketing and Senior Brand Marketing Manager at Havaianas.
Overview
16
16
years of professional experience
Work History
Director of Product Marketing
Bandolier
Los Angeles
09.2025 - Current
- Managed product launches, ensuring cohesive messaging across all channels.
- Led creative brainstorming sessions to develop innovative ideas for campaigns and promotions.
- Identified opportunities for partnerships with other companies related to our products.
- Collaborated with cross-functional teams to align product offerings with market needs.
Sr Brand Marketing Manager
Alpargatas - Havaianas North America & Carribean
Venice
06.2024 - 11.2025
- Drive brand awareness and loyalty through integrated marketing campaigns across OOH, digital, PR, influencer, and events.
- Lead brand collaborations and global/local partnerships to increase exposure and sales, most recently with Gigi Hadid and LoveShackFancy, as well as an ongoing partnership with Disney.
- Align North American go-to-market plans with global brand strategy and campaign calendars.
- Oversee creative asset development and local production shoots, and author strategic creative briefs.
- Manage multi-agency teams (creative, PR, influencer, digital), and internal stakeholders.
- Optimize the $MM marketing budget, reporting on ROI and KPIs to executive teams.
- Grew brand engagement by 25% through innovative campaign leadership and team management.
VP Marketing
Caleres - Blowfish Malibu
Culver City
01.2017 - 09.2023
- Directed global 360 marketing strategy, overseeing branding, seasonal campaigns, and channel-specific activations.
- Managed in-house team of 6 plus external freelancers and agency partners.
- Led creative development and global positioning, ensuring brand consistency across touchpoints.
- Launched Blowfish Malibu Kids division, contributing to a 25% YoY profit increase.
- Managed wholesale marketing and trade show strategy, resulting in 15% YoY sales growth.
- Oversaw branded content production and retail storytelling across digital and physical channels.
Ecommerce & Marketing Manager
Blowfish Malibu
Culver City
12.2009 - 12.2016
- Built and managed the Blowfish Malibu eCommerce site.
- Effectively managed a team of 4.
- Introduced a strong digital brand presence.
- Conceptualized a new brand story and identity.
- Project managed all marketing initiatives.
- Led routine website merchandising.
- Oversaw the team throughout preparation of all brand marketing copy.
Education
B.A - Philosopy & Ethics
Kings College London
London, UKCertificate of Marketing -
UCLA
Los Angeles, CASkills
- Team leadership and development
- Comprehensive marketing strategies
- Global branding initiatives
- Campaign management
- Project budgeting
- Product and divisional launches
- Wholesale strategies
- Event marketing
- E-commerce strategies including Amazon AMS
- Consumer insights research
- Digital and email campaigns
- Social media management
- Public relations and influencer strategy
- Partnership development
- Creative production
Timeline
Director of Product Marketing
Bandolier
09.2025 - Current
Sr Brand Marketing Manager
Alpargatas - Havaianas North America & Carribean
06.2024 - 11.2025
VP Marketing
Caleres - Blowfish Malibu
01.2017 - 09.2023
Ecommerce & Marketing Manager
Blowfish Malibu
12.2009 - 12.2016
B.A - Philosopy & Ethics
Kings College London
Certificate of Marketing -
UCLA