Executive Team

Karena K. Dillon

Managing Member

Karena possesses a distinguished retail marketing career in the personal skincare industry. Representing a manufacturer of hair, skin and body products in the beauty industry, she directed educational and point-of-sales product marketing enhancing salon/company relations and expanding outreach to new customers. As a category manager for the GAP personal care division, she played a role in launching the new line of body and fragrance products. She also directed retail educational sales for Clinique, a division of Estée Lauder. Her marketing background includes skin care salon and restaurant development, food service management and business marketing consultation. Karena is actively involved with all agency clients providing personal consult on projects and utilizing her strategic market planning and trade show development to help Agency clients earn numerous product recognitions and surpass sales goals. She is responsible for the development and implementation of plans, procedures and operational matters for Baker Dillon Group clients. In addition to overseeing the entire client services department, she manages many of the Agency clients. A member of the Society of Cosmetic Chemists, Karena holds a Bachelor of Arts degree in health sciences from California State University, Fresno.

She serves on the Board of Directors for the Clovis Chamber of Commerce and is chairperson of Chamber Gives Back task force that coordinates community outreach and services in collaboration with other civic organizations.

Sheldon Baker

Chief Executive Officer

With more than 30 years of creative management experience, Sheldon has developed and directed a wide range of corporate marketing programs, celebrity promotion and product branding. Originally launching the firm in 1986, he merged his firm with Karena Dillon, and formed Baker Dillon Group.

Previously, Sheldon was affiliated with several well-known marketing and retail sales organizations including Edelman Worldwide in San Francisco, and CNA Insurance in Chicago, developing advertising and public relations strategies. As senior partner with Baker Dillon Group, he has directed programs that have generated millions of dollars for agency clients. Sheldon holds a Bachelor of Arts degree in communications from Columbia College in Chicago, the premier marketing and arts educational institution in the U.S. Under his direction, the Agency has received top marketing communications awards from the Los Angeles Marketing Association, San Francisco Press Club, Peninsula Press Club and San Francisco Bay Area Publicity Club where he served as president.

Serving as a freelance writer and editor, he contributes to Nutraceuticals World magazine writing monthly Health E-Insights Q&A corporate interviews and Area Code 420 insights focusing on the cannabis, CBD, cannabinoid, and hemp industries; health professional interviews for InnoVision Media’s Alternative Medicine, Alternative Health and IMCJ; and The Baker Buzz™ entertainment interviews for NaturAlley.

Group Members

MediaMedic Communications

Strategic Global Partner

MediaMedic Communications Pvt. Ltd. (Mumbai, India) is an award-winning strategic communications firm grounded in the science of health, medicine, and marketing; delivered creatively and through multiple channels. Media Medic provides brand marketing and medical communications, health PR, and digital and social media services. 

Michael Zap

Internet Architect

Michael directs the Baker Dillon Group Internet team. Combining design and programming experience, Michael oversees technical projects and coordinates the development of Client websites, Internet promotion and web, social and viral marketing. He created a series of interactive brain teasers and puzzles to launch the original Kyowa Hakko USA Cognizin.com website. He followed that success with designing Kyowa’s SetriaGlutathione.com website.

Dean Titus

Art Production Manager

Dean provides Baker Dillon Group with over 30 years of graphic design and print experience. He leads a team of talented artists as well as digital and offset printing professionals. For the last 10 years Dean has assisted clients with the launch of new products and brands through logo development, collateral and package design and the printing of promotional materials. With his vast understanding of various printing technologies, Dean has helped clients solve their marketing challenges in a timely and efficient manner.

Sara Lovelady

Creative Writer

Sara, a.k.a. WordGirl, has worked as a natural products copywriter for 14 years, including seven years as copywriter, brand manager and marketing director for Rainbow Light Nutritional Systems and seven years as a freelance writer. She has written copy for over 100 brands of natural supplement, food, body care, and clothing lines and has published articles in numerous consumer and trade natural health magazines and websites. Her skills also include writing and editing book manuscripts and working closely with authors to publish their work.

Lisa Schofield

Editorial Copywriter

Since 1994, Lisa has been involved in the B2B media arena focusing on the dietary supplement manufacturing industry. She manages editorial press responses, creates significant and disparate content as well as editing projects, from banner ads to white papers. Her work is widely known among dietary supplement ingredient and manufacturing companies and brands. She approaches her work in an inclusive, passionate and all-encompassing manner by considering various unique audiences and how messaging can be delivered, absorbed, built upon and sustained for each.

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