Carline Jorgensen is an expert brand strategist with more than two decades of consumer and corporate communications experience. As general manager of the Los Angeles office, she provides strategic counsel to clients, drives business development efforts and helps increase the agency’s brand awareness in the market.
Carline is passionate about helping brands shape their stories and create meaningful connections that drive business. Formerly, she was a managing director at Burson-Marsteller, leading its Los Angeles Consumer Brand Marketing practice. There, she spearheaded global and regional marketing programs for Sterling Jewelers (Kay and Jared), Oakley, Huawei, LG, Ford/Lincoln, among others. Prior to that, she founded and led Kaplan Communications, a Los Angeles-based public relations firm working with such clients as American Express, HBO and Cox Interactive Media. Jorgensen also spent time at Porter Novelli, where she worked on large healthcare accounts.
Carline holds a Bachelor of Arts in journalism from New York University. She has also been a guest instructor at the USC Annenberg School for Communication and Journalism and an adjunct instructor at UCLA.
What did you want to be when you grew up?
I wanted to be a special education teacher. I worked in a special education camp every summer through middle school and high school, first as a volunteer and later as a counselor. However, in college, my love of writing and interest in the media pulled me towards journalism and later to public relations.
What book has had the most impact on you?
“The Adventures of Sally and Samson the Snake” is a book I wrote in third grade as part of speech therapy for a lisp. I wrote stories every week for a year using as many “s” words as possible, and my mom illustrated them. Soon after my book appeared on the elementary school library shelf, my lisp mysteriously disappeared.
What do you most value in your colleagues?
I value creativity, deep industry or practice group expertise, work ethic and perhaps most importantly, their willingness to collaborate and work as a team toward a common goal.
What’s your most treasured possession?
It’s a tie between my sense of humor and my to-do list. (I would be completely lost without either.)
What was the best advice you ever received?
Work smarter not harder.
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