Karen Armstrong is a marketing expert with over 15 years experience across FMCG and NFP marketing. She has held roles in Australia and the UK, most recently as Director, Marketing and Fundraising at Cancer Council Australia. During her time with Kraft Foods she was recognized internationally for the best integrated sales & marketing campaign and best Asia Pacific brand campaign. Karen delivered the sell-out masterclass IFC 2016 with Omar Mahmoud Unicef “Feel Nothing Donate Nothing”.


Marketing strategy, experience management, emotional storytelling, event & corporate fundraising, brand management, AI in fundraising

Qualifications / training

  • MFIA
  • CFRE
  • BComm (Marketing & Services Management)
  • MA (Sociology)
“Karen’s strength is in strategic thinking and planning. She relates well to her staff and contributes very positively to the management team at Cancer Council Australia. Working in a federated structure, where engagement with and support of 8 state and territory organisations is a challenge, Karen has demonstrated highly developed skills in stakeholder management. She devotes a lot of time to establishing the strong relationships needed to perform complex tasks together. She communicates well and can deliver formal marketing and branding presentations skillfully.”

Professor Ian Olver AM

Professor UniSA and former CEO Cancer Council Australia