Anaheim, Calif.-based Willard Marine has named Karen Jacquelin its new marketing director.

Jacquelin will lead the composite and aluminum boats manufacturer’s product and brand marketing strategy, including all advertising, public relations and event marketing initiatives. She’ll be based out of the company’s corporate offices in Anaheim.

“Karen Jacquelin’s vast advertising and marketing experience across a wide range of brands including Gatorade, Callaway Golf, Ford, Lincoln, Toyota and the Irvine Company is extremely valuable to Willard Marine as we strive to elevate our brand image and develop new product offerings,” says Ulrich Gottschling, president of Willard Marine, in a company news release. “Karen will leverage marketing analytics and research to help us develop the best products and services that appeal to new market segments and better serve our customers.”

Jacquelin brings more than 20 years of integrated brand advertising, marketing, and business development experience to Willard Marine, which has been building boats for more than 50 years. She has held management positions at Young & Rubicam, Xperience Communications and the Irvine Company. She holds both a bachelor of arts and bachelor of science degrees from the University of Southern California and a California real estate license.