Gelson's Markets

Karla Ash is vice president of human resources for Gelson's Markets, where she partners with executive leadership to guide organizational transformation through people, culture and leadership. With more than 20 years of experience, she aligns workforce strategy with business objectives by strengthening organizational capability, developing leaders and building high-performing cultures rooted in trust, accountability and continuous improvement.

A Career Shaped by Purpose and Growth

My career began with a 30-day assignment as a personnel clerk at Gelson's Markets. What I thought would be temporary became the foundation of a career spanning more than two decades.

Over the years, I advanced from personnel clerk to HR generalist, manager, director, senior director and ultimately vice president of human resources. Every position provided a different perspective and reinforced the importance of understanding the organization from every level.

Alongside my professional growth, I earned associate degrees in retail management and liberal arts before completing a bachelor's degree in leadership studies. The combination of practical experience and continuous learning has shaped my approach to leadership and human resources.

“The best organizations understand that business success and people success are not competing priorities—they are inseparable.”

Working across every level of HR has influenced my leadership philosophy. Every business decision impacts people, and every employee deserves to understand how their work contributes to organizational success.

Leadership is about earning trust, creating clarity and helping others reach their potential. High-performing organizations are built by establishing clear expectations, providing resources and empowering employees to grow.

Ultimately, our responsibility extends to developing confident leaders, stronger teams and better people whose impact reaches into their families and the communities.

Aligning Employee Expectations with Business Strategy

Today's human resources leaders are strategic advisors helping organizations navigate change and align people strategies with business objectives.

The retail industry continues to evolve as customer expectations, technology and workforce dynamics reshape operations. At Gelson's Markets, our workforce spans multiple generations with different expectations. Leading a diverse workforce requires understanding those differences while maintaining a consistent commitment to performance.

Ultimately, people want to feel respected, valued and connected to meaningful work. They want opportunities to develop, leaders who communicate openly and confidence that their contributions matter.

The workplace has also evolved in recent years. Employees today have greater choice regarding where they work and what they expect from employers. Organizations that prioritize transparency, leadership development, wellbeing and engagement are better positioned to attract and retain talent.

Through my career, I learned that employees exceed expectations when they feel trusted, supported and psychologically safe.

Success depends on how leaders guide people through uncertainty. Employees should understand both the ‘what’ and the ‘why’ for organizations to become more resilient and prepared for change.

When leaders communicate openly, explain the rationale behind decisions and remain visible throughout the process, they create stability during change.

Balancing Technology and Human Capability

Artificial intelligence and automation are transforming business by improving efficiency, reducing administrative work and enabling informed decision-making.

However, technology should never replace human judgment.

The greatest opportunity lies in using AI to eliminate routine tasks so leaders can focus on developing employees and strengthening relationships. Technology should enhance human capability, not diminish it.

As organizations embrace innovation, we must continue investing in critical thinking and interpersonal skills. The future will belong to organizations that combine technology with authentic human leadership.

Advice for Aspiring HR Professionals

One of the greatest lessons I have learned is ‘never stop learning.’

Throughout my career, I accepted opportunities before feeling completely ready because every new challenge leads to growth. The breadth of human resources, from labor relations and compliance to organizational development and executive coaching, requires curiosity, adaptability and continuous learning.

I also encourage aspiring leaders to learn the business. The most effective HR professionals understand operations, finance and strategy because every people decision influences business performance.

Finally, know your purpose. Titles change, organizations evolve, and industries continue to transform, but purpose remains constant.