Carol Perry: Building Careers Behind the Camera

Carol Perry never intended to become the person behind some of broadcast television's most recognizable faces. Growing up in Los Angeles with a mother who placed her in show business at age three, she learned early that being the center of attention wasn't her calling. “I didn't particularly love being the center of attention,” Carol recalls, referring to her childhood acting days, which lasted until she was nine or ten. That early experience with agents and managers, however, planted seeds that would bloom decades later in an unexpected way.

After leaving the entertainment world, Carol pursued what seemed like a more traditional path. She moved to New York City to attend Cardozo Law School, determined to build a career in law. Following graduation, she worked as a litigator for three years, but the corporate law firm environment felt “very factory-like,” she explains.  

The turning point came through a conversation with a close friend who suggested Carol look at a law school newsletter advertising an open talent agent position. Within a week of submitting her resume, she had an offer. “It just clicked from there on,” Carol says. “I had started representing people straight away, and it was just second nature to me.” What Carol discovered was that her legal background was an ideal springboard for a career in talent representation. The advocacy skills she honed as a lawyer naturally carried over into negotiating deals and championing her clients’ interests. “I love working with people and being very hands-on when it comes to advising and advocating,” she explains. “There’s still that legal element involved—I’m negotiating contracts and all that.”

After the first agency dissolved, Carol received offers from a number of companies but chose IF Management because of her alignment with the CEO's philosophy on representation. The company, which primarily represented sports figures, asked her to build their news division.  

That was 24 years ago, and since then, Carol has grown that modest startup division into a leading force, representing talent across every major network.

The Art of Talent Representation

Today, as President of IF News at IF Management, Carol represents some of the most prominent journalists, anchors, and correspondents on television. Her clients appear on CNN, NBC, Fox News, CBS News, ABC News, and every other major network. The seven-person company also represents influencers and maintains a significant sports division.

"Our clients are very smart, well-read journalists," Carol explains. "That makes it fun, and I'm always up to date on the news." Her role extends far beyond simple contract negotiation. She serves as a career strategist, advocate, and sometimes the "bad guy" who asks for more money (and other things) when her clients can't bring themselves to do it.

The networks rely on Carol and her team to screen talent, knowing that not everyone qualified to be a journalist is ready for television. "They know my type," she says of network executives. "They know I like to work with a certain type of person, and I think that's what they count on and rely on." Her influence doesn't stop at getting people in the door. It carries into how she leads, how she shows up for her team, and how she guides others to do the same.

Leading with Heart and Balance

Carol's leadership style reflects her belief in authenticity and nurturing. She prefers to stay hands-on with her clients and team. "I lead through example," she says. "I believe you need to find what works for you and stick with that." Her approach has created what she describes as a family atmosphere, both internally and with clients.  

The advice Carol most frequently gives her clients centers on patience and maintaining a big-picture perspective. "Don't rush through the process because timing is a valuable leverage tool," she counsels. She also believes in the importance of being kind. "People want to work with people they like, and that's especially true in this business."

This holistic approach to leadership extends beyond the office. Despite her demanding career, Carol maintains a strong commitment to physical fitness and work-life balance. She has completed two New York City marathons and continues to prioritize tennis, running, and other physical activities. "I believe if you take care of your body, the rest of you works much better throughout the day," she explains. "You only get one body in your lifetime, so take care of it."

This philosophy extends to how she works with her female clients, many of whom are balancing career ambitions with family goals. "A lot of women want a good career, but they also want to balance their lives out and have a family. It's possible. You just have to plan it out a certain way and find the right place."

Authenticity Over Everything

After two decades of watching careers rise and fall, Carol has learned that the most successful women share one trait: they refuse to pretend to be someone else. "Embrace your authenticity. There's a fit for your personality somewhere, where you'll be effective just being yourself."

She encourages women to be persistent while finding their own leadership style. "You don't have to be a certain way to be a leader. Everybody leads differently. You need to find what works for you and stick with that. It's a marathon, not a race."

Carol never expected her childhood discomfort with the spotlight would lead her to a career putting others in it. Through building genuine relationships, maintaining authenticity, never losing sight of the human element in business, and focusing on her own path, she has created a career that allows her to make a meaningful impact on others' lives while doing what she loves every day.