From her roots in Barataria to commanding the global public relations stage, Carla Williams Johnson has crafted an extraordinary journey that redefines Caribbean excellence in brand communications. The 44-year-old founder and CEO of Carli Communications has transformed childhood lessons in resilience and performance into a groundbreaking PR methodology that’s earning international recognition.
Williams Johnson’s foundation was built in a middle-class household where education and self-reliance were paramount. Her mother, a nurse, and father, a quality assurance officer turned entrepreneur, instilled values that would later shape her business philosophy. “I grew up in the era of female independence,” she recalls, “when parents taught their girls not to have to depend on anyone.”
Her early artistic pursuits with the Barataria Folk Performers—including representing Trinidad and Tobago at Carifesta V at just nine years old—and later calypso performances during her secondary school years, forged her understanding of audience connection. This performance background, combined with formal education in marketing, advertising, and business administration, created the perfect foundation for her future career.
The sudden loss of her father in 2010 during her final year of studies became a pivotal moment that tested her resilience and ultimately reshaped her sense of purpose. It was his entrepreneurial spirit—evident in his establishment of DOffice Restaurant, Bar & Lounge—and his affectionate nickname “Carli” that would later become central to her brand identity.
Williams Johnson’s professional breakthrough came while working with major soft drink brands, where she discovered the transformative power of strategic PR over traditional advertising. Facing a failing promotion despite significant paid advertising investment, she negotiated complimentary radio discussions and entertainment news coverage that skyrocketed sales. This epiphany revealed that “PR makes things more ‘real’… more truthful” and provides the trust factor that even major brands require.
After leaving a toxic work environment in 2014, Williams Johnson identified a critical gap in the market: Caribbean brands struggling to gain international visibility while maintaining their authentic identity. She launched Carli Communications to provide “intentional visibility”—helping Caribbean brands position themselves with clarity, credibility, and confidence without compromising their cultural roots.
Her innovative approach has earned features in HuffPost (2018), Forbes (2019, 2021), and Entrepreneur (2021), placing her among global leaders like Jeff Bezos and Mark Zuckerberg. Forbes specifically sought her expertise regarding the Will Smith incident at the 2021 Academy Awards, confirming her relevance in global conversations.
The core of Williams Johnson’s philosophy revolves around “intentional visibility”—a strategic approach to being seen in the right places for the right reasons. She emphasizes that visibility without strategy often leads entrepreneurs, particularly women, to chase trends rather than build consistent credibility. “Intentional visibility is about alignment,” she explains. “It’s knowing your message, audience and long-term goals before you step into the spotlight.”
As a mother of two children born 18 years apart, Williams Johnson has learned that balance is about “constant recalibration” rather than perfection. She extends this philosophy to her clients, encouraging women entrepreneurs to grow at their own pace and redefine success without guilt or apology.
Her numerous accolades, including Public Relations Agency of the Year (2023-2025) and Most Empowering PR CEO (Caribbean) 2024, validate her innovative approach. For Williams Johnson, these awards confirm that her strategy of combining global standards with local understanding effectively positions Caribbean brands on the world stage while preserving their authentic identity.
