Karla Bernal Morales
2025 Greater Tucson LeadershipTucson Woman of the Year
By Rodney Campbell
New to her position with The Chamber of Southern Arizona but not a novice in helping improve the Tucson region, Karla Bernal Morales is eager to continue making positive impacts.
Morales had amassed more than 25 years of community leadership when The Chamber brought her on board as its Chief Partnerships Officer in January. Her professional and volunteer achievements helped earn her the Greater Tucson Leadership Woman of the Year Award for 2025.
“There has never been a more important time to elevate Tucson’s voice beyond our borders,” Morales said. “Our region is gaining well-deserved recognition as a center of economic vitality, innovation and global partnership.”
She’s part of several local boards, including Pima Community College, Tech Parks Arizona, Earn to Learn, Pima County Workforce Investment, Tucson Airport Authority, and San Miguel High School. Her work with these organizations benefits a wide spectrum of the region.
Volunteering fits her attitude of bringing disparate groups together to build a better place to live and work. Morales is a tireless champion for Southern Arizona, consistently elevating the region’s strengths whether in her role at the Chamber or through her extensive volunteer leadership.
“I believe in authentic relationships,” Morales said. “At the end of the day, people choose to do business with those they trust.”
Prior to recently joining The Chamber, Morales served as VP for Southern Arizona at the Arizona Technology Council, where she led strategic industry engagement across key sectors. Her earlier leadership roles at the University of Arizona included positions within the Office of Multicultural Advancement and Government & Community Relations.
In her new role, she is charged with expanding the organization’s regional influence, driving sustainable economic growth, and forging high-impact partnerships across the public and private sectors.
“I’ve seen firsthand how intentional collaboration can transform a workforce and a community,” Morales said. “This is a challenge I’ve embraced to create meaningful change and help shape a stronger future for Southern Arizona.”
According to Making Action Possible for Southern Arizona statistics, Tucson’s median wage was $3,050 below the U.S. median in 2024. That’s an improvement from 2021 when it was nearly $8,000 lower. MAP is a UA initiative.
“We want companies here that can provide high wage-paying jobs so people can thrive,” Morales said. “I’m not a fan of the term livable wage. You don’t want to live to work. High wages provide for families and create savings accounts or funds to send kids to college.”
Chamber President and CEO Joe Snell hired Morales and has long admired his new colleague’s ability to bring people together. He’s happy to have her on his team and pleased to see her earn the GTL award.
“I am incredibly proud of Karla,” he said. “Being recognized as Woman of the Year is a testament to Karla’s leadership, dedication and impact on this community. Karla is so deserving of this honor.”
Raised in a family of entrepreneurs, Morales learned early that success is built on grit, vision, and an unwavering work ethic. Her parents–immigrants who built their lives through determination and sacrifice–owned and operated several small businesses, including a restaurant, a DJ service and a car lot. Their three children worked alongside them, getting lessons in resilience, responsibility, and ambition.
“This award, and everything I’ve accomplished, is a reflection of the investments my parents made in me,” Morales said. “I saw the sacrifices they made to create a better future for their children. Nothing I have achieved would have been possible without their belief in hard work, education, and the power of opportunity.”
