Amazon Web Services’ Daniel Carter reflects on his inspiring career journey, sharing how he is actively amplifying the voices of Black professionals to cultivate a stronger sense of belonging and drive meaningful change. Carter also sheds light on the unique challenges Black professionals often face in advancing their careers – particularly within the tech sector – and how he overcame them.
As a finalist in this year’s Black British Business Awards (Arts & Media category), Carter is passionate about using storytelling to champion diversity, equity and inclusion (DEI). In his main role as the EMEA Enterprise Customer Experience Marketing Lead at Amazon Web Services (AWS), he has empowered diverse workforces through initiatives, such as training over 20,000 employees in cloud skills. Additionally, as the Strategic Engagement Lead for the Amazon Black Employee Network (BEN) UK, Carter led a storytelling-based strategy to engage over 15,000 employees during Mental Health Awareness Week, including a live panel moderated by a BBC Radio personality. His work has taken him on a global roadshow to upskill 5,000 employees across Germany, India, and the Philippines. He also led impactful campaigns at Barclays, including a mental health awareness video addressing racism and a football campaign featuring Black experiences. Check out the full interview below.
Fair Play Talks: Can you briefly tell us about your career journey to date?
Daniel Carter: My first job was actually selling cameras at Jessops, which was a great fit given my interest in photography. I did this for a year, before transitioning into the world of Banking. After three years as a Personal Banker and Business Banking Manager at Halifax Bank of Scotland, I moved to Barclays, where I held various in Branch Management, Executive Complaints and Mortgage Strategy.
While I enjoyed these positions, I always felt drawn to more creative roles. Through perseverance, I secured the role of Global Brand Experience Lead for Barclaycard, supporting teams in the UK, Germany and India. I later expanded my responsibilities to oversee Brand Experience for both Barclays and Barclaycard, focusing on upskilling employees and implementing brand experience strategies and frameworks.
Next, I joined the Group Brand Marketing team, where I developed campaigns (social, documentary, idents and more) linked to the Premier League and Barclays Women’s Super League sponsorships. I also collaborated closely with the CEO’s office to shape the company’s brand purpose and strategy.
Since joining Amazon Web Services (AWS) in 2022, as the EMEA Enterprise Customer Experience Marketing Lead, I’ve worked with numerous large enterprises across the region. My role is to build excitement for, and equip their workforces with the skills needed to succeed in the cloud era. Through branded internal training programmes, I’ve supported the upskilling of thousands of individuals, many of whom have pursued AWS certifications.
My work at AWS has taken me to various locations worldwide, including Portugal, Germany, Australia, Spain, the USA, Bulgaria, Dubai, and France, giving the opportunity to lead creative production shoots for digital campaigns and fostering collaboration across global teams.
Fair Play Talks: What specific challenges have you encountered along the way?
Daniel Carter: I’ve faced numerous obstacles in my career, including imposter syndrome and deliberate attempts by others to hinder my professional growth. One particularly frustrating example was cronyism, where less qualified individuals were promoted to positions above me.
Moreover, as the only Black person in many of my workplaces, I’ve often encountered preconceived notions about my abilities. This has necessitated extra effort to demonstrate my competence and dispel stereotypes.
Fair Play Talks: In your industry, are there any specific challenges that Black professionals face on their career journeys that other groups of people do not encounter?
Daniel Carter: While the tech industry has made progress, Black professionals often face unique challenges in their careers. These challenges can include stereotypes, microaggressions, and limited mentorship opportunities, which may hinder their advancement. Addressing these issues is essential for creating a more inclusive and equitable tech workforce.
Fair Play Talks: Are you involved in promoting Black talent, race equality or other diversity initiatives?
Daniel Carter: With over a decade of experience in DEI initiatives, I’ve been a driving force for positive change in the corporate world. Prior to joining AWS, I served as the Head of Communications, Brand, and Campaigns for the Barclays Black Professionals Forum. In this role, I worked closely with HR, senior leaders, and the CEO to implement impactful DEI initiatives that benefited employees across the bank.
My current position as Employee Engagement Director at BEN UK allows me to continue my passion for creating inclusive workplaces. I’m dedicated to amplifying the voices of Black professionals, fostering a sense of belonging, and driving positive change.
Fair Play Talks: In your opinion, are companies doing enough to stamp out discrimination and what more could they be doing to promote racial equity in the workplace?
Daniel Carter: Many companies are falling short in their DEI efforts. To achieve meaningful change, they must adopt a more proactive and inclusive approach. This includes partnering with specialised DEI firms, setting ambitious targets for underrepresented groups, and openly communicating their progress. By taking a bold stance and prioritising DEI, companies can create a more equitable and inclusive workplace.
Fair Play Talks: Given the focus on diverse talent, what more can organisations be doing to attract Black/minority talent, as well as retain them?
Daniel Carter: To increase diversity in the UK workplace, organisations should partner more closely with universities that have a higher proportion of Black and minority students. This could involve establishing dedicated programmes to help these students transition into professional roles.
Additionally, Employee Resource Groups (ERGs) should be recognised as permanent positions within UK organisations, with appropriate compensation and authority. This would empower ERGs to drive meaningful change from within, helping to address retention challenges and create a more inclusive UK work environment.
Fair Play Talks: What was your reaction when you heard that you are one of the 2024 Black British Business Awards (BBBAwards) finalists?
Daniel Carter: When I found out I was one of the 2024 Black British Business Awards finalists, I was absolutely blown away! I honestly couldn’t believe it, considering the incredible calibre of nominees this year.
I think I even asked them, “Are you sure?” haha, but I’m so grateful and humbled by this amazing opportunity.
Fair Play Talks: How important are awards and organisations like the BBBAwards in promoting Black/minority talent and Black role models?
Daniel Carter: Awards like the Black British Business Awards play a vital role in promoting Black and minority talent. They help ensure that the incredible contributions of Black professionals are recognised and celebrated, especially in industries where they might otherwise be overlooked.
By showcasing Black role models, these awards inspire others to work hard, champion themselves, and nominate their peers for recognition. It’s a powerful way to amplify our community and create a more equitable landscape.
Fair Play Talks: Last year saw the BBBAwards celebrate its 10th anniversary. What do you think organisations should be doing over the next decade to further advance the representation and careers of Black entrepreneurs and professionals?
Daniel Carter: To significantly advance the representation and careers of Black entrepreneurs and professionals, organisations should take tangible steps to connect with younger Black talent. They can partner with schools and universities to offer mentorship programmes, internships, and workshops.
Additionally, hosting networking events that bring together experienced Black professionals with aspiring entrepreneurs can foster valuable connections. Creating online communities where Black individuals can connect, share resources, and seek advice is another effective strategy.
Fair Play Talks: The theme of the 2024 BBBAwards is #NEXT, marking a generational shift in the Black community and businesses, acknowledging rising stars poised to become the next generation of industry leaders and honouring those who defied the odds and fought hard to pave the way. How do you see yourself contributing to this shift and what role do you envision playing in shaping the future of your industry?
Daniel Carter: I believe I can contribute to the generational shift in the Black community and businesses by leveraging my creative talents to identify key challenges and drive change through storytelling. By using emotion-driven narratives, I aim to engage people in conversations about important issues and inspire them to take action. Throughout my career, I’ve focused on using storytelling to address topics like football, hair discrimination, and mental health. I will continue to engage with difficult subjects, both personally and professionally, and help my community progress.
Check out all the finalists of this year’s BBBAwards here.
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