Information
Karina Vivas builds brands inside complex businesses.
Karina leads brand work at remarkable scale, bringing clarity, consistency, and creative rigor to one of the world’s most complex business environments. Today that is J.P. Morgan Payments, which processes more than $12 trillion in daily volume.
Previously she spent more than a decade at Microsoft, shaping major global brand moments across platforms, including Windows 11 and Copilot+ PC.
Her perspective sits where complexity meets perception, building brands through change, pressure, and constant evolution. Originally trained in finance and economics. It remains useful.
Experience
2024 to present
Seattle
Executive Director, Global Brand & Creative
J.P. Morgan
Brand, creative, and editorial for J.P. Morgan Payments. Set the enterprise brand direction, directed the studio partnerships behind the brand platform, and built an in house creative organization.
2021 to 2024
Seattle
Director, Global Brand Marketing
Microsoft
Global brand strategy and expression across Windows, Surface, Microsoft 365, and emerging AI. Led the Windows 11 brand launch and defined the creative platform for Copilot+ PC, delivered across 100+ markets.
2018 to 2021
Seattle
Senior Manager, Partner Marketing
Microsoft
National brand and commercial programs across major US retail and digital partners, integrating brand and performance into omnichannel activation.
2016 to 2018
Toronto
Manager, Partner Marketing
Microsoft
Regional brand and commercial programs across Canadian retail and digital partners.
2013 to 2016
Toronto
Senior Business Analyst
Microsoft
Performance analytics and executive reporting for the Canadian CMO across Consumer and Enterprise segments.
2008 to 2013
Latin America
Business Performance Analyst
Business performance and insights for senior leadership in renowned Latin American organizations, before moving to North America in 2013.
Details
Education
Honours Bachelor, Economic & Business Sciences
Universidad de las Américas, Quito
Languages
English, Spanish
Focus
Brand strategy, creative direction, editorial, experiential, design systems
What people say
“A brilliant strategist and creative with impeccable taste, and I haven’t met anyone else who does both so well.”
Blaire Kelley · Marketing Strategy, J.P. Morgan
“The type of manager I would follow anywhere, doing anything.”
Kerri Lazur · Senior Marketing Leader, Microsoft
“She creates clarity, protects the energy of her team, and genuinely cares about her people.”
Ricky Cardin · Creative Production, Microsoft
“She stepped into a new career space on one of the largest and most complex brands on the planet, and she thrived.”
Eli Friedman · General Manager, Integrated Marketing, Microsoft