Karen Peterson, CMO of Chatbooks and former Ancestry exec, shares insights from her marketing career, mentorship at BYU, and her guiding philosophy to lead with passion, resilience, and a mindset of growth and gratitude.
Karen Peterson: From Brand Builder to Marketing Mentor
Karen Peterson didn’t set out to become a four-time Chief Marketing Officer. But through a combination of deep curiosity, resilience, and drive, she has built a remarkable marketing career—leading teams at top consumer brands and shaping the next generation of marketers. Now CMO at Chatbooks, Peterson continues to lead with purpose, data, and a passion for people.
A Winding Path to Leadership
A native of Virginia, Peterson moved to North Carolina to begin graduate studies, eventually earning her MBA from Brigham Young University. She settled in Utah and expected to pursue a quieter path.
“I actually thought I was going to be a stay-at-home mom after getting my master’s degree and working for a few years,” she recalled. “I just really love school.”
But life had other plans. After the birth of her second child, who was diagnosed with spina bifida, Peterson made the decision to continue working to support her family’s medical needs. That decision became the catalyst for a career she hadn’t initially envisioned.
Marketing Foundations and Ancestry’s Global Growth
Peterson’s first role out of grad school was as a brand manager at Nutraceutical (now Better Being Co.). She later joined Ancestry, where she would spend 13 years—eventually becoming a key player in the company’s global expansion.
“My education was important, but Ancestry was probably the best school of marketing and management,” she said. “I was able to grow with the company, and it gave me a huge foundation.”
While at Ancestry, Peterson moved to Toronto to help launch the company’s Canadian division. She vividly remembers those early days.
“I bought the pens, the laptops, found the office space. I met with the government to try to secure historical records. I wrote ad copy for our first TV commercials and bought my first search ad. I had never done any of that before.”
Her approach was simple: say yes, then figure it out. “I’d think, ‘I’ve never done that before, so I don’t know if I can do it,’ but then I’d do it anyway—and it was the best experience. It set me up for everything else in my career.”
A Return to Consumer Brands at Chatbooks
After Ancestry, Peterson held marketing leadership roles at two Utah-based B2B companies—BrainStorm Inc., which specializes in enterprise software adoption, and Lindo, a small business marketplace. But she always kept an eye on Chatbooks, a direct-to-consumer photo book company known for its family-friendly mission.
“I’d always had a connection to Chatbooks through friends. When they had a CMO opening, I was immediately interested. It felt like a natural continuation of the kind of work I loved at Ancestry.”
She has now held the CMO role at Chatbooks for several years, leading with a data-driven yet empathetic approach.
Mentorship and Community Impact
Beyond her corporate roles, Peterson is deeply invested in mentoring young marketers. She serves on the professional marketing advisory board at BYU Marriott School of Business, where she engages directly with both undergraduate and MBA students.
“We host two events a year—one-and-a-half-day intensives where we meet with students, give talks, and offer feedback. I also do guest lectures in a variety of classes,” she said. “It’s a real privilege and an honor.”
She describes her influence as working in “concentric circles”—starting with the women she works with, manages, and collaborates with every day. “The ability to see someone clearly, to offer perspective—that’s what makes a great leader.”
Choosing Growth—and Happiness
Throughout her career, Peterson has embraced a growth mindset. One of her guiding mottos is “Choose Happiness,” a philosophy inspired by The Happiness Advantage by Shawn Achor.
“I used to think, ‘I’ll be happy when this happens,’” she said. “But the truth is, you’ll never get there if you think that way. You just keep moving the goalpost.”
Instead, she urges people to slow down and appreciate the moment. “Where you are right now—this moment in time—is unique. Capture it. Appreciate it. The journey is the whole thing. It’s not about the finish line.”
Final Advice: Lead With Passion, Not Fear
Peterson offered this closing thought for those navigating their own career paths:
“One of the most important things you can focus on in life is making decisions out of passion and drive—not fear. Don’t get overwhelmed by the pressure of making a ‘wrong’ decision. In most cases, there are more right answers than wrong ones. Just keep moving. Keep putting yourself out there.”
Lynny Gibson and Kate Topham actively participate in SheTech programs, including the SheTech-TechBuzz Media Internship.
Lynny attends Taylorsville High School in the Granite School District serves as a SheTech Student Board member, a Keys to Success Ambassador, and has been recognized as a participant in Distinguished Young Women of Utah. Passionate about lacrosse, Lynny plays on Taylorsville’s emerging team and brings that same energy to her academic and leadership pursuits. Through the SheTech TechBuzz internship, she enjoys connecting with inspiring industry professionals across Utah. Lynny plans to pursue a career in Business Management and Administration.
Kate recently graduated from Lone Peak High School, where she led the SheTech chapter for the past three years, taught Science to the academic decathlon team, founded the Chinese Language Honor Society, and was named Sterling Scholar in the Science.