Title: Vice President
Product, Marketing, Brand, Corporate Social Responsibility & Communications
Toyota Financial Services
Karen Ideno is vice president, product, marketing, brand, corporate social responsibility and communications for Toyota Financial Services (TFS). In this role, which she has held since 2012, Ideno is responsible for all Toyota and Lexus Financial Services’ marketing, market planning, brand, loyalty, product development, sales, product and marketing analytics, retail and lease product pperations, remarketing, and insurance products and pperations. She also oversees corporate communications and corporate social responsibility. Ideno reports to Pete Carey, group vice president, sales, marketing, and product.
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.
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 was promoted to corporate manager, marketing and brand in January 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.
Ideno is 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.