Cultivating in-depth relationships is what Martha Carrera is all about. A garrulous New Yorker, born and bred, as Vice President she oversees media relations and minds program development while staying steps ahead of industry news and trends to ensure that her client’s goals are correctly interpreted and met with placements in major media outlets in print, online and on television. Her clients call her all the time – from the office, from the road, when they’re picking up their kids from soccer. “The trick,” she says, “is getting past ‘What can you do for me?’ to ‘Here’s what I can provide you’.” And then, of course, providing it.
Martha was originally intrigued by public relations back in the late 1990s watching Gwyneth Paltrow play the role of a recently canned PR exec in Sliding Doors. “I thought, ‘I want to do what she does.’” Studying at the University of London at the time, she decided to focus on travel for its exposure to different cultures and destinations. Since joining Hawkins International in 2015, Martha has executed extensive communications programs, developed and supported national public relations campaigns, and played an instrumental role in various property openings – notably the re-launch of InterContinental New York Barkley, which led to the agency landing the global InterContinental account.