Karen joined GoDaddy in 2013 and was charged with leading a brand and reputational overhaul to better reflect the company’s mission of providing technology to small businesses. Through the management of public relations, social media, community engagement, executive communication, corporate social responsibility, and employee communications, the company has significantly changed its reputation in the market.

On January 27, 2015 GoDaddy released its Super Bowl ad on YouTube. Called "Journey Home", the commercial featured a Retriever puppy named Buddy who was bounced out of the back of a truck. After making a journey home his owners are relieved because they just sold him on their website. GoDaddy claims the ad was supposed to be funny and an attempt to make fun of all the puppies shown in Super Bowl ads. Most notably, Budweiser's famous Super Bowl ad also featured a Retriever puppy.[120] The ad found very few fans from the online community. Animal advocates took to social media calling the ad disgusting, callous and that the commercial advocated puppy mills. An online petition collected 42,000 signatures.[121] All ads were listed as "Private" on their YouTube channel.

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