Talk to the manager: Meet campaign strategy expert Karen Axtell
If you’re after impactful branding, strategic campaigns, and serious business growth, then you need to talk to Karen. As one of the brains behind GA Creative’s campaigns, Karen Axtell is the kind of marketing leader who knows how to move the needle—and make it look easy.
Originally from Atlanta and a proud Princeton grad, Karen brings Southern charm, East Coast smarts, and West Coast hustle to everything she does. She has dedicated her career to helping companies grow—and, like her inspiration Dolly Parton, she believes in sharing knowledge generously. “Like Dolly says, ‘I don't like to give advice. I like to give people information because everyone’s life is different, and everyone’s journey is different.’ I’m happy to share my experience with others.”
Karen’s all about building strong, respectful partnerships with clients. Loyal and laser-focused, she dives deep to understand your world, your challenges, your goals. “I was really fortunate to work for some cerebral, creative thinkers early in my career,” Karen says. “People like Terry Heckler, a local legend who designed the original Starbucks logo. He gave me the time and space to learn from him about branding, naming and advertising.”
That foundation shaped her client-first approach. By acting as an extension of clients’ marketing teams, Karen fosters collaboration that drives real results. Her belief in transparency and regular communication means clients always know their project status—and the truth about what she thinks is the best direction to reach their goals. “Good clients want to hear when they’re right—and when they’re not,” she explains. “They hired you for your expertise.”
Campaigns are where Karen’s expertise truly shines. From traditional advertising methods like TV, radio, and print to digital-first approaches such as streaming ads, targeted social media, and search engine marketing, Karen knows how to reach the right audience at the right time. She’s a firm believer in the power of data and uses analytics to fine-tune campaigns for maximum effectiveness.
Her work has transformed businesses by repositioning them in competitive markets, increasing name recognition, and launching new products or services. She understands the importance of equipping sales teams with the right content and tools to effectively communicate their value proposition, helping them achieve aggressive sales goals. From increasing website traffic and conversions to building robust pipelines for future growth, she is relentless in her pursuit of success for her clients.
Some notable achievements from Karen’s campaign playbook:
Yes, she’s the brains behind big wins—but Karen’s also our cruise director.
Since 2001, she’s been at the center of GA Creative, teaming up with strategists, media planners, copywriters, and graphic designers to deliver for clients—and making sure it’s a fun ride along the way. As president of the Fun Committee, Karen keeps our people connected with team events, shoutouts for stellar work, and impromptu moments of celebration.
“The people are the reason I’ve stayed at GA as long as I have.,” she says. “They’re funny, bright, quick, warm-hearted, and wildly talented.”
Outside the office, Seattleite Karen is all about family adventures with her husband and two boys, reading, and quality time with friends. She loves to travel and recently cruised through Europe; she says Croatia is top of her bucket list.
When asked for advice in work and life, Karen offers this gem: “When you need to make a difficult decision, gather knowledge, then go with your gut. Never the other way around.”
Connect with Karen on LinkedIn.
