Today we’d like to introduce you to Carina White.
Hi Carina, we’d love for you to start by introducing yourself.
I grew up in London to Jamaican parents who both came to the UK from Jamaica, and from as early as I can remember, I wanted to be a presenter or actress. Life, however, had different plans and a chance meeting in a nightclub with a football (soccer) agent changed everything. He was starting his own sports management company and asked if I’d come work with him. I had absolutely no idea what I was doing, but I said yes, and that was the moment that led me into the world of sports and entertainment.
I ended up managing the careers of some of the UK’s high profile athletes, handling everything from PR and branding to securing major brand partnerships. It was intense, fast-paced and required a confidence I had to grow into quickly, but somehow I navigated it and found my lane.
In 2021, I moved agency side to focus on celebrity talent procurement. My role became connecting brands with the right talent for their campaigns, negotiating deals, managing contracts and owning the relationship between brand and talent from start to finish. At the same time, I began building a successful side career as a presenter, host and TV/radio commentator. I featured as a daytime tv panellist, hosted events and moderated conversations on topics I felt connected to. I also had the honor of being a founding board member of the NSPCC (National Society for the Prevention of Cruelty to Children) along with a number of other board positions.
Then in 2023, life took another surprising turn. I flew to Miami to visit my uncle, who was seriously unwell, and while I was there I caught up a with a colleague based in the US. She casually asked whether I’d ever considered moving to America and that one question changed the entire trajectory of my life. Within months, my company agreed to relocate me, and in early 2024 I packed up mine and my daughter’s entire lives into nine suitcases. We left the only home we had ever known and moved across the world to start a new chapter in South Florida.
Adjusting to life in the US has been a journey for both of us, but it’s shown me the depth of our resilience and the power of taking leaps that feel bigger than you.
As exciting as it was however, I felt like part of me was missing. I had built my reputation, my network and a thriving side career in the UK and suddenly it felt like that part of me and what I had loved the most had been left in London and now I had to start from scratch.
However, last year I had the pleasure of hosting two corporate events in New York, which reminded me exactly why I loved being on stage. And through my role as VP for the Miami chapter of the Black Professionals Network, I’ve been able to get back to moderating panels, hosting community moments and reconnect with my voice and presence. It feels like that old spark is not only coming back but it’s evolving.
Today, I am a Client Director at one of the biggest sports, entertainment and culture agencies leading talent procurement for one of our clients, connecting them with the right influencer and celebrity talent for their campaigns and cultural moments. Although sometimes it feels like my journey hasn’t always been easy, it’s shaped a version of me I’m genuinely proud of.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
When I started my career in sports, I entered into an industry I knew nothing about and with no formal training or roadmap in PR or brand partnerships. I was learning on the job but there were very few chances for error, I had to get it right which also meant building my confidence and being sure in the choices and decisions I made.
There were also very few women working in the business side of sports in the UK 15/20 years ago, it was a very male dominated industry and I had to fight for respect to have my expertise taken seriously and stand firm when negotiating contracts. I remember sitting in the player lounges whilst waiting for clients and people would think I was a wife or girlfriend of a player and not there representing their management.
One of the big challenges was also managing two careers whilst also being a mum and making sure I show up as my best in every area of my life. Balancing a day job in sports and entertainment with a growing profile as a presenter and cultural commentator while making sure I’m emotionally present and supportive for my daughter always felt like there wasn’t enough hours in the day. But it did teach me about the importance of giving myself grace when juggling so much at once.
Thanks – so what else should our readers know about your work and what you’re currently focused on?
My role specifically is about connecting brands with celebrity level or influencer level talent for their campaigns or activations. Managing the deal negotiations as well as contract negotiations.
My projects I’m most proud of in my career to date is procuring Robert De Niro for an ad campaign and additionally Halle Berry for a panel appearance for one our clients in Cannes.
Can you talk to us about how you think about risk?
I’ve always been a risk taker and a lot of that comes from my upbringing and my place in the family. As a middle child, you learn early how to hold your own and carve out your identity. My parents always taught us that if you want something, you go after it unapologetically and don’t let fear or doubt dictate you.
Losing my Mum when I was 17 to Cancer was a defining moment for me. Life suddenly felt fragile but it taught me the strength I had within, even in the most difficult circumstances.
Recently I also lost my dad to suicide which has been devastating and something I’m still navigating the grief of, but even through that pain, I’ve been reminded of the resilience that life has demanded of me from such a young age. Every risk I’ve taken and will probably continue to take, is about honoring the time we have, the values my parents instilled and their legacy of courage and strength.
For me risk taking isn’t reckless, it’s about trusting myself and leaning into life even when the outcome is uncertain. Every risk has shaped the woman, mother and leader I am today, one who chooses courage over comfort because tomorrow isn’t promised and living life to the fullest is the only option.
Contact Info:
- Website: https://carinawhite.co.uk
- Instagram: @_carinawh
- LinkedIn: https://linkedin.com/in/carina-white-59161315a/
Image Credits
Photographer: Kedna Amey
