Carla has more than 18 years experience in marketing communications, branding and strategic public relations.
• iRise: Carla drove marketing communications programs for iRise, a visualization software company, to evangelize the company, people and technology and energize the ecosystem. At iRise, she introduced the company to social media technologies, launched the corporate team blog and podcasts, and managed multiple agencies. Prior to iRise, Carla led the 180º turnaround of Barra’s domestic PR program and initiated a European-based PR program.
• Experience: Carla has consulted for consumer and enterprise high-tech companies. She was on the management team at Niehaus Ryan Wong, considered one of the “must-have” PR/branding agencies for the dotcom era. Carla worked with small, often unbranded companies, pure-play dotcoms and B2B exchanges. She worked closed with both partners to lead branding workshops, develop positioning and launch companies and products from scratch.
From having worked on both corporate and product launches and having seen companies through positioning challenges during mergers and acquisitions, she has a deep knowledge of corporate image challenges and growth opportunities from a communications perspective.
Carla believes that social media plays a role in an integrated communications plan where strategy pulls from the best, most appropriate tools to achieve a measurable goal — whether using social media and/or traditional tools.
• Nonprofit work: In the nonprofit realm, Carla has been a pro bono marketing adviser and mentor with Upwardly Global, a nonprofit that serves immigrant professionals and employers, since 2001.
• Education: She has a B.A. in International Relations and French from the University of California, Davis and has completed extensive coursework in Marketing at UC Berkeley Extension.