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Karen Lamas Tobin, who served as senior VP of corporate partnerships at the Advanced Imaging Society, died after a long battle with cancer, on Friday morning at her home in Woodland Hills, Calif. She was 62.

Tobin was born in Oakland, Calif., in 1953 and received a degree in zoology from UC Davis. She joined the entertainment industry in the promotion department of Circus Vargas.

Tobin’s career path eventually led her to Los Angeles where she held radio marketing and promotion positions at CBS Radio (K-Earth), Westwood One, and Clear Channel Communication’s KIIS FM, where she managed promotions for morning radio personality Rick Dees.

She also served as head of marketing communications at KNBC form 1997 to 2000 and VP of national promotions for Fox Broadcasting in 2003 and 2004, where she helped execute third-party promotional strategies for the network’s programs, including “American Idol”.

Tobin graduated from Pepperdine University’s School of Business with an MBA in 1999.

In 2008, Tobin helped organize the International 3D Society, the studio-led non-profit group formed to foster the growth of 3D theatrical movies. The group later became the Advanced Imaging Society and the recently announced VR Society.

Tobin also served as chair of Promax/BDA, and as Southern California president of American Women in Radio and Television.

“Karen Tobin has been a friend, a trusted colleague, and a superb executive serving our industry, our member companies, and the society,” said AIS President Jim Chabin. “For those of us who worked with her every day, she was also an absolutely awe-inspiring role-model for the way she faced her cancer diagnosis and its process. As the years of illness took more from her, she focused more than ever, and to the very end, on her work. She did it with dignity, grace and integrity. No more could ever be asked of, or received from, a colleague.”

Tobin will be buried Tuesday at the Santa Maria Cemetery in Santa Maria, California. A Los Angeles memorial service will be announced later.