Humans of Berkeley – Caroline James

I’ve always seen myself as a bit of a rebel. Blessed with the gift of the gab, able to charm people around me with a good story and talk my way out of any situation I found myself in.

As a kid, I was the girl who would smuggle sweets into school and sell them to my classmates. I wasn’t great academically, hated exams, and talked far too much for my teachers’ liking – education wasn’t right for me.

But people, sales, and stories…that is where I found my calling.

Travel, sales, and plenty of rejection

I left school as soon as I could, eager to dive into the real world and make some money. To begin with, I travelled, working at bars to pay my way through. Whilst pouring drinks in Asia a customer told me I should find a job in sales, and so my career started.

The first job I found was in Singapore, slinging bus shelter ads to the likes of Calvin Klein and Clarks. Agencies were still rare in those days, so I was ringing these multi-million-dollar companies directly. It was a wild ride, and one that came to an abrupt end when I couldn’t get a work permit, but it taught me the power of persuasion and the importance of building genuine connections.

Back in London, I honed my skills in the cutthroat world of recruitment and trade media sales. The targets were tough, the pressure was intense, but I thrived on the challenge. I learned to laugh off rejection, knowing that every no brought me one step closer to a yes.

Through it all, I came to think of sales as an art form. You had to find a way to quickly connect with people and have them invest in your stories. And I realised I had a natural talent for understanding people’s needs and crafting narratives that genuinely resonated with them.

Selling myself to Berkeley

Fast forward to 2007 when I stumbled upon an ad for a part-time telemarketer role at a PR agency in Reading. In all honesty, at this point in time, I didn’t even know what PR was. But I was intrigued, and somehow found myself sitting across from Chris Hewitt, the agency’s founder, in a bright orange boardroom.

Despite his scepticism about cold-selling PR services, I managed to convince him that I was the telemarketer he needed. I started the next week, along with another Caroline who joined the company at the same time. We became known as “The Carolines” – inventive name, I know – and worked together to change Berkeley’s future for the following 12 years.

At the time, Berkeley was a small team of 15, but we witnessed its incredible growth firsthand. We saw the birth of storytelling as a core service, the expansion into global markets, and the development of specialised teams in branding, content, research, and video. It was (and still is) an exciting time to be part of the Berkeley family.

While the other Caroline may have since left the company, to pursue a career more closely linked to her passion for the environment, we remain firm friends to this day.

Reflecting on the journey so far

Looking back, I realise that my journey has always been influenced by storytelling. From the bus shelter ads in Singapore to building relationships with clients in the UK, I’ve always relied on my ability to connect with people and have them listen to my tales.

I may have matured over the years, having just turned 50, but I am still embracing life with the same enthusiasm and optimism that have guided me throughout my career. I’m surrounded by amazing people, I have a plan for the future, and I’m excited for the adventures that lie ahead.

And that’s it. If you’re looking for any key takeaways from this blog, I’d advise this. Embrace rejection, find your passion, and never stop telling your story. You never know where it might lead you.

Who’s your favourite storyteller? French and Saunders, Eddy and Patsy. My daughter is actually Saffy, constantly telling me off.

What would you sing at a karaoke night? Having lived in Singapore – where you always end up in a karaoke bar – I vowed NEVER to sing Karaoke again. If I really couldn’t get away with it, then Holiday by Madonna.

What is the most used app on your phone? Spotify.