Where are you based?
Trinidad & Tobago
What job do you do?
I am a Media Marketing Specialist. The name of my company is Carli Communications
How did you get into marketing/communications?
I just always knew that I wanted to get into the field. I think I was the only person in the world who would get excited when commercials would come on during a program or rush to get the latest magazine to see all the creative ways print ads were displayed. Even at a young age I was always in awe of creative executions and how absolutely brilliant one must be to convince someone to purchase from just a few words and an image.
As time when on, my passion grew and it landed me to work with some of the most prestigious advertising companies with global brands. It was there I learned that there was so much that went into the final product and I was finally part of the strategic process.
I realized that there was so much brainstorming and creativity that went into a single campaign and, working in media, I had the single most important job of getting that creativity out to the right people. Plus I noticed that the more innovative the approach, the more of an impact the campaign made, which resulted in increased sales.
Fast forward, now I have my own company where I help entrepreneurs and business owners increase their visibility through the creative and strategic uses of media.
I my years, the one thing I saw regularly that really upset me was businessmen and women being ill-advised by greedy coaches and consultants looking to make a quick buck. These ‘so called’ gurus would use the client’s lack of knowledge against them to sell them a product or service that made no sense and gave absolutely no returns on investment. That’s when my business was born.
I feel like a superhero sometimes, to be honest. Like I’m saving the day (and the dollar) of people who are in danger of wasting their money. On the surface, I help clients with promoting their business, but what I do is assist my people with finding the best and quickest ways to truly connect with their ideal clients so that they can serve them and, of course, make some money in the process.
What are you most proud of in your career as a marketing/communications professional?
Well, having worked with so many brands over the years it’s a bit difficult to pinpoint one but if I had to choose I would say my proudest moment was being recognized at one of the 99 Limit Breaking Female Founders as compiled by Huffington Post and Thrive Global.
The reason this is so significant is I had just stepped out on my own in business and I was working so hard to build my brand….but with very little happening, I felt like I was working in vain. Then I got this email to be added to the list and I felt like people are noticing. Since this honor I’ve been featured in Buzzfeed, Forbes and many other prestigious online forums.
How has marketing/communications helped the organisations you’ve worked for?
There are two fundamental truths about marketing
1) Without marketing no one will know who you are and how you can help therefore sales will be negatively affected
2) It’s not a one size fits all. You need to find the strategy that works best for your brand
Having worked in marketing basically my whole life, I have been able to educate my clients on what is right for them and show them how best to use online and offline strategies so they can get the best returns on their investments.
I love the reaction of my clients when they’ve achieved something they didn’t think was possible for them.
Sometimes it’s the look of clarity in their face and that ‘Ahh hah’ moment when they understand what they need to do for their business.
It really makes me feel good that I can help others build the profitable brand they’ve always envisioned because I know the people that I work with have the knowledge, expertise, passion, and desire in what they do and would like to share it with the world, but, they just need a little nudge on HOW to get it out there the right way to touch the lives of others……. that’s where I come in.
What challenges have you overcome on your professional journey to where you are today?
Honestly it is amazing the things that I’ve been through to be here today:
I’ve had to use my own courage and resourcefulness to navigate this entrepreneurial journey;
I’ve had to make my mark in an industry that tends to favor the opinions of my male counterparts;
I’ve had to break through barriers of being labeled ‘a little island girl’ from a country that I felt only few know about;
I’ve had to shine through as being honest, reliable and real where there seem to be so many fraudsters whose main goal is to deceive in the name of making a quick buck.
These are the reasons why I created my business and how I continue to thrive.
I take all that I’ve been through and used it to propel me forward.
Do you have any words of wisdom for someone starting out in the marketing/communications industry?
To Expect the Unexpected
That’s the nature of the business……just look at the current global pandemic.
As a marketer your job is to alleviate the fears of your clients by advising them on their specific next steps.
To do so, you must be fully aware of emerging trends or things that can affect the current climate.
So take the time to do a bit of research and guide clients to greatness by helping them understand what’s happening in the market and how it can affect them. Then show them how they can use it to their advantage or give them specific ways that they can rise up above it.
Where can we find you online?
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