KAREN BENGTSON
Van Nuys,CA
Summary
Results-driven Marketing Director and Independent Consultant with a proven track record of scaling brands, optimizing media performance, and driving profitable growth across TV, digital, and e-commerce channels. Renowned for blending creative strategy with analytical rigor to deliver measurable results, from national TV launches to multimillion-dollar omnichannel campaigns. Expertise includes leading in-house teams, agencies, and direct media buying operations across diverse industries such as beauty, healthcare, legal, CPG, and nutraceuticals. Skilled in developing integrated brand strategies, managing budgets exceeding $50MM, and transforming customer journeys to enhance retention, ROAS, and lifetime value while fostering collaborative environments that convert complex challenges into effective marketing solutions.
Overview
36
36
years of professional experience
Work History
Marketing Director (Independent Consultant)
KB Advertising
01.2015 - Current
- Develop and execute integrated marketing strategies for clients including Sono Bello, HairClub, Jockey, Junee Brands (a Guthy-Renker incubator), and LifeSeasons.
- Partnered with brands across skincare, hair care, legal, CPG, medical, beauty, and nutraceuticals to build high-performing, direct-to-consumer campaigns.
- Directed NeuroQ’s multicultural omnichannel launch, expanding brand visibility, audience reach, and engagement across TV, digital, and social.
- Managed 20+ digital and TV agency relationships; executed direct digital media buys to optimize cost-per-acquisition and campaign performance.
- Oversaw $50MM+ annual media spend, balancing scale with efficiency to drive profitability and sustained ROAS growth.
- Designed customer journeys from acquisition through retention, improving lifetime value and repeat purchase rates.
- Led annual marketing budgets for 20+ clients, aligning creative, media, and analytics teams around unified growth objectives.
Media Director
Rx for Brown Skin
01.2012 - 01.2015
- Directed brand media and e-commerce strategy across SEM, display, video, and social channels to drive acquisition and online sales growth.
- Led a full website redesign that improved user experience, doubled conversion rates, and increased PPC performance by 25%.
- Produced a nationally recognized Top 25 infomercial for Rx for Brown Skin, strengthening brand authority and national awareness.
- Implemented a multi-touchpoint retention strategy, boosting customer retention by 15%.
- Established departmental policies and annual objectives, defining sales targets, budget parameters, and growth KPIs to ensure accountability and alignment across teams.
VP of Consumer Marketing
1-800-DENTIST
01.1990 - 01.2011
- Spearheaded national TV and digital marketing strategy, expanding from a one-state campaign to a nationally recognized brand.
- Built and led an in-house media agency, overseeing strategy, buying, creative development, and multi-agency partnerships to maximize ROI.
- Launched LowerMyBills.com’s first national TV campaign, helping establish the brand as a category leader in online lead generation.
- Directed rebranding and website redesigns for three company properties, leading a cross-functional creative and development team.
- Produced video-driven social campaigns, including a high-impact makeover contest that drove a 200% increase in site traffic.
Education
No Degree - Business Administration
California State University
Fresno, CASkills
- Artistic project leadership
- Digital advertising expertise
- Organizational strategy development
- Process improvement initiatives
- Data-driven web insights
- Media engagement strategies
- Comprehensive campaign development
- Market segmentation strategy
- Strategic advertising execution
- Analytical approach to marketing data
- Targeted mail campaigns
- Strategic media buying
Timeline
Marketing Director (Independent Consultant)
KB Advertising
01.2015 - Current
Media Director
Rx for Brown Skin
01.2012 - 01.2015
VP of Consumer Marketing
1-800-DENTIST
01.1990 - 01.2011
No Degree - Business Administration
California State University