When JJ Crater shoots, he always scores. With his highly successful background in sports PR, Carter is someone you certainly want on your team. He has been with Fleishman-Hillard since 2005 and is currently the head of the agency’s West Coast region comprising Los Angeles, Sacramento, San Diego, and San Francisco. Prior to that, he oversaw operations and a vast expansion at the firm’s San Francisco office. During his time at Fleishman, Carter has led growth areas including digital and social media, healthcare, corporate communications, consumer, and technology. He has also been instrumental in developing key accounts including EA and Visa.
In 2007, he helped launch the agency’s global sports marketing practice, calling on his experience as head of communications for several professional sports leagues and teams, such as the NBA’s Detroit Pistons and Dallas Mavericks. He has led sponsorship work to support the Olympic Games, FIFA World Cup, and the NFL, and provided advice on the NBA’s expansion into China. Well known for his "can-do" attitude and ability to stay calm in even the most stressful situations, Carter has developed programs on six continents with many of the world’s most prominent athletes and sports organizations, including a global victory tour with the world’s most decorated Olympian, Michael Phelps, following the 2008 Beijing Summer Games. Before joining Fleishman, he was director of PR for the Association of Tennis Professionals. Career highlights included introducing Swiss superstar Roger Federer to the American public through a series of highprofile media tours.
Carter not only excels in his own work, but is also a strong manager with an open-door policy. He spends as much time with junior employees as he does with senior leaders. What colleagues find most impressive about Carter is "his ability to lead by example and demonstrate that success is driven by creating a great workplace where people can excel and grow."