Charles Horton

Marketing / Entrepreneurship, MBA 1999

CEO/Founder, Professionals Helping Professionals

Please provide a few sentences to say what you do in your job.

As I like to say, it depends on the day and time, but ultimately my team provides overall business and marketing guidance to my clients across various industries, including professional athletics, C-Suite Executives/Leadership, and Entrepreneurs.

What advice would you give students who have an interest in marketing/advertising?

Have a keen understanding of the difference between strategy and tactics.  Also, to be an effective marketer, you must understand the whole business so you can truly delineate worthwhile differences while making sure ‘promises’ can be delivered on.  As they say, don’t invite someone to a bad party.

What WFU career resources did you utilize that were most helpful to you?

I lived in the Career Services office.  I learned so much about potential employers, alumni and potential tie-ins, and how to best present myself.  

What courses, activities or experiences gave you an edge in the job search process?

Networking was by far my most effective tool in the job search process.  As they say, it’s not what you know, but who knows you, and will vouch for you.

What specific advice would you give regarding effective networking?

Networking is a full time job!  You must put in the time to build true relationships based on commonalities and interests.  If the only time you speak to someone is when you need something, then you will get nothing.

Are there any books, magazines, websites, etc. that you would recommend to students who are interested in marketing/advertising?

You must be versed in your craft and hone your skills daily.  There are various blogs, sites, and social media outlets that provide excellent marketing & advertising content daily….determine your particular interests in the industry and seek out the appropriate media outlets providing that content.

Any additional insights?

The first rule of marketing and advertising is realizing you are your first project.  Invest in yourself, assess yourself, and constantly examine your competition so you put your best foot forward.