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. Karena is president of the Consultants Association for the Natural Products Industry (CANI), a non-profit group promoting marketing services to nutraceutical and food and beverage industries. 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.

He is a contributing writer to Nutraceuticals World magazine writing the monthly Health E-Insights Q&A corporate interviews and Area Code 420 column focusing on the cannabis, CBD, cannabinoid and hemp industries.

He currently serves on the CANI Board of Directors and also sits on the Board of Directors for ImagineU Children’s Museum.

Group Members

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.

Travis Huff

Chief Social Media Marketer

Travis oversees social media marketing optimization including branded integration, building customer loyalty, digital word of mouth, Facebook marketing campaigns, Twitter media tour, viral social marketing, web syndication and helping clients gain SEO rank. His true aspiration is to be the future social media “Billy Mays.” His background also includes broadcast media management at ABC-30 Television in Fresno, where he handled more than $1 million in annual advertising sales. In addition to his professional quests, Travis was a Board Member of the Fresno Advertising Federation for four years. He speaks to college graduate level students about following their passions and motivating them to conquer big dreams. Travis attended the Craig School of Business at California State University at Fresno and holds a degree in business administration with an emphasis on marketing. He also has a certificate in mass communications and journalism, advertising and public relations.

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.

Alex Merolli, MBA

Marketing Researcher

Alex has over 40 years of experience in the food and industrial biotechnology industries with a career focus on research, business development and marketing of foods and functional/nutritional food ingredients. Alex specializes in strategic market assessments of emerging technologies with concentration in the dietary supplement and functional food categories. He was a founding member of Nutri+Food Business Consulting, a consortium of consultants, working at the interface of science and business.

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