Karen Spaeth stepped into the role of chief marketing officer last year, just months before Starkey’s biggest product launch: the Genesis AI hearing aid. Now a bestselling product, patients ask for the Genesis AI by name more often than any previous Starkey device, a testament to the robust marketing efforts Spaeth leads, both business-to-business and business-to-consumer. After the product was successfully launched in the U.S., Spaeth coordinated launch events worldwide, including in South Korea, Japan, India, and Australia. The Eden Prairie-based company earned 20 awards in 2023 and reached more than 664 million people through local and national media stories. She oversees all event coordination and communication efforts around Starkey Cares, the company’s corporate social responsibility program.