Aretha Choi
Chief of Staff & Project Manager
Aretha is a seasoned product and operations leader with over a decade of experience in cross-functional team building, user research, and scaling complex digital ecosystems, but don’t get it twisted. She’s also a sculptor, a systems whisperer, and Carrot Impact’s resident strategic operations oracle. Her work centers on creating thoughtful, collaborative infrastructures and impeccable impact strategies that honor intersectionality, intergenerational stories, migration, and strange, beautiful collisions between niche communities.
Whether she’s raising funding for a $20M Series A startup or helping a scrappy campaign find its rhythm, Aretha makes sure the “how” is never an afterthought.
WHAT SHE DOES
Aretha is most likely to Irish goodbye, but only after giving you a life-changing resource recommendation. She’s equally proud of each of her distinctive parts as she is of managing multimillion-dollar launches.
She loves cassette tapes, E.T. , New York, and lavish, never-ending dinners with chosen family. She once said she’s “heavy cream” if she were milk, and honestly, it shows: full-fat, full-presence, full-heart.
SECRET SAUCE
Most teams talk about collaboration without designing for it. Aretha Choi builds the “how” – the rhythms, rituals, and systems that make trust possible and creativity sustainable.
She hates bullies, dots (trypophobia is real), and outside clothes on the bed. She wishes she had worked on a Werner Hertzog documentary. Until then, she’s here to make sure the messy, tender, complicated work of building something together is done with care, intention, and a little weirdness.
HARD TRUTH
She’s helped bring digital products to life pre-iPhone and built platforms for everyone from Nowness, Chanel, and W Hotels to emerging nonprofits. She’s led and grown creative teams of 30+ and shaped launch strategies across industries and media forms.
RECEIPTS
Her strength? Translating across disciplines, sectors, and personalities, and making the process just as meaningful as the end product.
At Carrot, Aretha supports internal operations, campaign architecture, and organizational visioning. She directs flow and function, helping us live firmly at the intersection of precision and possibility at the head of converging timelines.
WHAT SHE BELIEVES
01.
That how we work matters as much as why we work.
Joy is often found in the strange overlaps: analogue + digital, immigrant stories + body horror, banter + banyas.
02.
Safe and creative collaboration is an act of resistance.