Carla represents over 15 years of professional experience in integrated and international marketing and business communications and ten years managing multi-cultural and cross-functional teams.
She is trilingual English/Spanish/French and conversational in Portuguese and has a proven successful marketing communications experience in the United States, Asia, Europe and Latin America.
Carla is currently serving as the director of Marketing and Communications at PPA (standing for Professional Photographers of America). PPA is the world's largest non-profit photographic association and helps more than 30,000 members in 50 countries by helping photographers develop their artistic and business skills, while growing and protecting a sustainable industry. She has helped grow the membership base of the association with recruitment and retention efforts by more than 6,000 in 6 years.
In parallel, Carla also spearheads Melle Global MarCom LLC, a white-label consulting firm that backs up integrated marketing agencies. Her main interests reside with creative businesses and international ventures (better when both can be married!), yet other areas experience include: professional services, software development and real estate. Through Melle Global MarCom, Carla has been developing and implementing strategic and operational plans in traditional marketing; inbound marketing; social media; mobile media; email marketing; international trade shows and special events. On the design side, Carla is also developing and producing logos, ads, brochures, manuals, micro sites, and presentation kits.
Before then, Carla was directing the Interactive Media and Account Management group of 12 at the Georgia Department of Economic Development (GDED). GDED is the sales and marketing arm agency leading the State of Georgia’s initiatives to attract and grow investments, exports, tourists visitation, and film and video projects. For six years, she coordinated the international marketing, business communications and interactive needs of the state and its ten offices overseas.
In 2009, her program international communication program, Global Georgia, received the best-of-all-categories PRSA award (Public Relations Society of America), which recognized the significant economic development impact of the public relations outreach undertaken to promote the State of Georgia internationally. The same program, won four consecutive annual national public relations awards between 2009 and 2011 from various PR associations.
At GDED, Carla also led the content strategy and oversaw the annual production of more than 80 collateral pieces and the organization of more than 100 trade shows while managing and optimizing the agency’s $4‐million dollar domestic and international marketing budgets. Additionally, she formed the interactive media team and launched several initiatives such as an on-line communication platform; social media policy development and implementation for 12 industry groups; video production for interactive content development; transcreation of a website with 6 languages; automated event promotion and outreach; mobile website; iPhone and iPad application development; and an on-line small business forum.
Last takeaway while at GDED: Carla was the account director for the three State agencies of record (advertising, public relations and interactive), providing strategic overview and cross project value-added propositions, branding / messaging guidelines, and overall internal communication workflow.
Carla had arrived to GDED from Paragon Path, an Atlanta-based business development consulting firm, where she served as marketing director. There, she developed strategic and operational marketing B2B and B2C plans for a variety of industries, including financial services, printing, optical equipment, video game, lotteries, and telecommunications, in the Southeast United States and Latin America. In this capacity, Carla was also the director of a team of four that developed an English/Spanish training program for telecommunications sales professionals and marketed it in the USA and Latin America. During that time, she spent two years as a full-time on-site consultant, acting as the marketing director for Cadillac Jack (now AGS), a gaming and software development client.
Before starting work in the United States, Carla spent three years in Mexico City, initially working as a market analyst for , a large French multinational telecommunications company. She then moved to a business development consulting firm (Procorfi at the time, now TCG Finance), spending the first year as an exports and mission specialist and the second leading the international development efforts of the firm and promoting the company’s banking clients (mainly the PNC Bank) in Mexico and the Caribbean.
Carla holds two Masters degrees: one in international relations and another MBA in marketing. She has completed continuing education training programs from the Ex-Im Bank in international direct foreign investment.
Carla served for four years term on the boards of the Georgia Hispanic Chamber of Commerce and the Hispanic American Center for Economic Development and volunteered with Global Atlanta and F:22 Studio until PPA's workload required to refocus her energies. Nonetheless, Carla is still a member of the American Society of Association Executives, and the Georgia chapters of the American Marketing Association and the Atlanta Interactive Marketing Association.