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Here we are! With the talented Carla White.
In this week’s ‘Here we are’ series, we’re super stoked to hear from Carla White, Head of Corporate Communications and Media Relations at Virgin Active, South Africa. 

Carla is a highly experienced and driven marketing and communications professional, who has worked locally and abroad on a variety of luxury and lifestyle brands. A confident spokesperson, Carla followed a career that has allowed her to use her talents and work for a brand that encourages those who pursue their passions in life.

We love her advice for today’s marketing entrepreneurs and sure you will too!

What inspired you to pursue a career in marketing?

I’ve always loved language and I am fascinated by the power that words hold and the connection they can create. Great storytelling is a gift!  Coupled with a strong creative streak and a vivid imagination, following a career that allowed me to use all three was a no brainer.

Describe the 3 characteristics about yourself that you believe led to your success in your career.

  • Curiosity
  • Tenacity
  • Empathy

What is it like to work for a brand established by one of the biggest entrepreneurs? 

When there is a very real person synonymous with the brand, you are held to incredibly high standards. The constant challenge is to live up to the expectations. Luckily, his values are a strong guiding light for us.

With your marketing experience globally and locally, what advice, considering the current situation we are facing, would you give to young entrepreneurs wanting to make their mark in marketing?

  • Keep your consumers at the heart of everything you do. Consumers are people. Remember them as people when you communicate and engage them as a person, not a faceless brand.
  • Always ask yourself one question: Am I being relevant to the person I am trying to reach? What need am I answering or what problem am I solving for them?
  • Don’t be arrogant. No matter how good you think you are, everyone has something to learn, and to gain from bringing out the best in others.

Thank you for taking the time to share your experience with us, Carla. We’re always blown away by the talent and wealth of knowledge that exists in our industry and look forward to discovering more in next week’s Q & A series.  

We’d love to hear from you. Please comment and let us know your thoughts.

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