Title: Group Vice President, Product, Marketing, Brand and Remarketing
Group Vice President, Product, Marketing, Brand and Remarketing
Toyota Financial Services
Karen Ideno is group vice president, Product, Marketing, Brand and Remarketing for Toyota Financial Services (TFS). In this role, which she has held since 2018, Ideno is responsible for all Toyota and Lexus Financial Services’ Marketing, Market Planning, Brand, Loyalty, Product Development, Sales, Product and Marketing Analytics, Retail & Lease Product Operations, Remarketing, and Insurance Products & Operations.
Ideno began her career at Toyota holding various management positions including marketing manager and national marketing manager. She was instrumental in developing and growing the Marketing department through such initiatives as the launch of the TFS Brand, various product introductions, the launch of the ToyotaFinancial website, and the creation of the company’s Corporate Social Responsibility function.
Ideno was promoted to corporate manager, Marketing & Brand in 2008. She was responsible for all Toyota and Lexus Financial Services marketing strategies including market planning, direct marketing, digital marketing, social media, advertising, brand engagement, incentive and recognition programs, and customer and dealer experience initiatives.
In 2006, Ideno was appointed national manager, Corporate Communications, Corporate Social Responsibility, and Government Affairs. She and her team significantly expanded and improved the company’s internal communication strategy, media relations, and philanthropic endeavors. In 2007, the California State Senate recognized her role in developing TFS’ charitable activities, particularly in “Making Life Easier” for the youth of the Boys & Girls Club of East Los Angeles.
Ideno is a National Trustee of Boys & Girls Clubs of America, as well as a member of the American Marketing Association, the International Association of Business Communicators, and the UCLA Alumni Association. She is executive sponsor for the Toyota Asian American Society in Alliance (TAASiA) and is executive sponsor of the North American Advisory Council for Women Influencing & Impacting Toyota (WIIT).
Ideno earned her Master of Business Administration in Finance and Marketing from Pepperdine University, and her Bachelor of Arts degree in Political Science from the University of California, Los Angeles.