Today we’d like to introduce you to Karsen.
Hi Karsen, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
I’ve always felt a deep connection to my San Antonio community. As a teenager I began competing in pageants (my parents forced me to “do something”- but now I’m so grateful they did), which eventually led to being crowned Miss San Antonio in 2012. That experience opened my eyes to the power of community service. At first, I loved volunteering for events happening around town—but over time, I realized I didn’t just have to participate, I could create. I could be a community activator.
While in college at the University of Texas at Austin, I met my now-husband while at home on break. His own involvement in downtown San Antonio (and his alter ego, Spurs Jesus) showed me what it looked like to turn passion into purpose. We quickly bonded over our love for this city (and San Antonio Spurs), our entrepreneurial drive, and a shared desire to make a difference. Since then, giving back has become a way of life for us—whether it’s launching our own events or supporting the organizations already doing great work.
One of our earliest major events was when we were expecting our son, Ero. We hosted what we called the “World’s Largest Baby Shower” at the Arneson River Theatre, benefiting the Salvation Army, the Texas Diaper Bank, and the San Antonio Food Bank. That event really set the tone for what we wanted to do going forward: bring people together for good, and have FUN while doing it.
Most recently, I ran for Queen of the River Walk—a fundraising campaign benefiting the San Antonio Hospitality Foundation. After eight months of planning events, community engagement, and rallying support, I raised over $25,000 and became the highest-earning Queen in the program’s history. Together, our court raised over $100,000 for the foundation—also setting a new record.
Today, I’m proud to continue blending my work as a business professional in marketing & communications with my role as a community advocate. As Queen of the River Walk, I’m honored to represent and support our city’s incredible hospitality and tourism industry—something that makes San Antonio so vibrant and unique. Every event, every collaboration, and every conversation is an opportunity to uplift a city that means so much to me.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
It definitely hasn’t always been a smooth road—but I think that’s the case for everyone at one point or another. In the early years of our relationship, both my husband and I were self-employed. That gave us the freedom to chase our passions, but it also meant constantly juggling how to actually make a living while investing time and energy into other projects. That balance isn’t always easy—and there were times when we had to make tough choices between what fueled our hearts and what paid the bills.
The pandemic was a huge turning point. Like so many others, we had a forced pause and needed to reset. In 2021 I shifted into a more “traditional” career path. After a few different roles (including some REALLY trying positions), I’ve now found my home as the marketing manager for La Panadería—a brand I grew up loving and one that supports my values. It’s the perfect blend: I get to flex my creativity and work with an uplifting team while still having time to show up fully as a mom and stay active in the community.
There have been plenty of failures along the way- something that people underestimate because not every bad moment is shown online. Events that didn’t go as planned. Collaborations that fell through. People who didn’t show up—or worse, tried to tear me down. But I’ve learned that failure and sometimes being uncomfortable is part of the process. Not every idea will land, but if your work is rooted in passion and purpose, you just keep moving forward.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
Professionally, I’m the Marketing Manager for La Panadería, a beloved bakery-café with deep roots in San Antonio. My role is multifaceted—part social media strategist, part campaign creator, part internal communicator, part PR rep. On any given day, I could be crafting a content calendar, developing a seasonal promotion, coordinating with media, or brainstorming activations with our team. It’s a lot, but I love it. It gives me the chance to dip into so many aspects of branding and communication, all while working with a business I genuinely believe in. I feel like I am becoming a part of a team that is continuously growing.
But what I love most is how my “day jobs” (past and present) and my personal passions complement each other so well. My background in civic service helps me connect deeply with my city. My marketing and PR skills help bring attention to causes I care about and our own initiatives. My social media experience keeps me in touch with what’s happening in real time. And my event planning background allows me and my husband to bring community ideas to life in fun and impactful ways.
Everything I’ve done professionally has brought me to a place where I can enjoy giving back and being involved—without feeling like I’m running in two separate lanes. I’m most proud of being able to weave my work, my values, and my love for San Antonio into one purposeful path. I may be exhausted 90% of the time- but it’s worth it.
I think what sets me apart is that I don’t compartmentalize who I am. Whether I’m promoting a pan dulce campaign or organizing a community event, it all comes from the same place: a genuine desire to connect, support, and celebrate the people around me.
Risk taking is a topic that people have widely differing views on – we’d love to hear your thoughts.
I’ve always believed that growth requires a little discomfort. My dad used to tell me this story about a lobster—or maybe it was some kind of crab (let’s just say a crustacean)—that has to shed its shell in order to grow. When it starts to feel tight and uncomfortable, that’s the sign it’s time to break free and build something bigger. That’s how I think of risk: it’s that uncomfortable feeling right before you grow.
There’s always a risk involved when you’re doing something new. Working for ourselves in the early days of our relationship was a risk. Starting a new career was a risk. Running for Queen of the River Walk—putting myself out there publicly for months—was definitely a risk. But every single one of those decisions brought growth, connection, and opportunities I never could have predicted.
People tend to associate risk with danger or failure. But to me, risk just means stepping into the unknown. It’s doing something that might be scary or uncertain—but as long as it won’t harm you or anyone else, why not take the risk? It might not go the way you planned, but it also might turn out better than you ever imagined.
2024 was my personal “year of trying things.” I got a new job. I started playing the accordion (I’ve never played an instrument before!). I ran for Queen of the River Walk. I said yes to the things that scared me a little—and now, stepping into 2025, I’m so glad I did. Every risk I took taught me something and brought joy into my life.
So my advice? If it excites you and scares you in equal parts—take the risk.
Contact Info:
- Website: https://www.thesanantonioriverwalk.com/about/our-royalty/
- Instagram: https://www.instagram.com/karsenmaldonado/
- LinkedIn: https://www.linkedin.com/in/karsenmaldonado/
