Karen McSteen

Company: brandMatters

Position: Principal


Karen McSteen of brandMatters helps organizations increase their competitiveness through an organization-wide, brand-centered approach. Her work with clients including the U.S. Travel Association, the Ritz-Carlton Hotel Company and Marriott Vacations Worldwide is focused on ensuring their brands have a strong and clear position in the marketplace and build lasting connections with their customers.

Mission Statement

Strengthen your brand to build deep connections with customers and prove your relevance. Business results will follow.

Geographic Areas



Brand Strategy and Positioning; Brand Assessment and Research; Naming, Identity and Messaging; Customer Experience Design; Speaking and Workshops; Strategy and Planning

Professional Memberships

International Society of Hotel Consultants; Charter 100

Speaking Engagements

Karen offers engaging and thought-provoking keynotes, breakout sessions and hands-on workshops. She provides audience members a rich understanding of the importance of a well-defined brand and the inextricable link between brand strategy and business results.

Articles and Publications

https://www.costar.com/article/2015893986/flipping-the-script-on-new-hotel-construction-and-renovations https://www.hotelnewsnow.com/articles/303623/Do-your-customers-know-you-care-about-them http://www.hotelnewsnow.com/articles/298020/The-power-of-operations-in-building-a-strong-brand http://www.hotelnewsnow.com/articles/294795/Positioning-to-win-with-a-powerful-brand-story http://www.hotelnewsnow.com/Articles/290946/Positioning-Bringing-brand-equity-to-the-bank

Representative List of Clients

The Ritz-Carlton Hotel Company; Marriott Vacations Worldwide; Autograph Collection; Choice Hotels; Gaylord Hotels; Extended Stay America; Loews Hotels and Resorts; Omni Hotels; Hilton Worldwide; White Lodging; HVMG; National Restaurant Association; US Travel Association; California Travel and Tourism Commission; Trinchero Estates; University of Maryland Smith School; E! Entertainment Television; Discovery Communications: Maxar Technologies.


Michigan State University, B.A. Hotel and Restaurant Management

Past Experience

Senior Vice President Brand Strategy, AOL Time Warner; Brand Vice President, Marriott International; Segment Leader Resort and Convention Hotels, Marriott International; Hotel Leadership Roles: Sales, Marketing, and Operations Marriott International.