Her Story
About Charlotte
I started my career in marketing in the technology industry, specifically semiconductor, and then moved into telecommunications. I've been working in recruitment marketing and employer brand for 25 years, though I've been working for 30 years total. Throughout my career, I've moved from telecommunications to insurance and financial services, back to telecommunications, then aerospace and defense with Lockheed Martin where I spent 10 years, then manufacturing, IT and technology again, a little bit of time in pharmaceutical retail pharmacy, and now I'm at USAA in banking and insurance. My role is really about making sure that we promote and market USAA as an employer of choice, particularly for military and veterans, because we support our military and veterans in terms of our products and services. I'm a marketer at heart, and I am marketing the experience here as an employee of USAA. My typical day involves meeting with my Recruitment Marketing Employer Brand Agency, meeting with internal stakeholders and Agile project managers to move projects from creative briefs to implementation, launching ads and ad campaigns, creative campaigns, and social media, managing my team, and reporting the performance of my work to executives. My work involves media planning, marketing plans, social media, programmatic, AI, maintaining our career site and content, videos and photoshoots, and supporting the talent acquisition team, which is my internal client. I sit in the marketing organization and work from home, which I consider a dream job because it enables me to take time out for myself rather than driving an hour to work and an hour back.
Her Interview
Ten minutes with Charlotte
01What do you attribute your success to?
I approach my work and my personal life with a growth mindset of being open to learn, to be grateful, and to share knowledge and to give quality for everyone. For me, quality is knowing that I put my best foot forward with intention, and efficiency, effectiveness, and positivity. I really believe in knowing who you are and knowing your boundaries and respecting them, knowing who you want to become, what will make you truly happy with your life, and knowing what quality of life you want to have in the long term. When I was laid off from the retail pharmacy due to bankruptcy, I was out of work for 7 months, but I took that time following a growth mindset to really understand what I wanted to do with myself, my family, my future, my career. I was able to do what I always wanted to do, which was start my own company, particularly a travel agency with my husband. Although I was laid off, I took that time to understand what type of business I wanted, because I know that's what I really wanted to do, and we were able to do it.
02What advice would you give to young women entering your industry?
Your career will evolve, but who you are and what you value should always lead the way for you, and to trust yourself enough to pivot and to grow and to start again when you need it, because the life you want is built through intention and not perfection. I always teach young women that are trying to decide their career path to really know who you are and know your boundaries and respect them, know who you want to become, what will make you truly happy with your life, and know what quality of life you want to have in the long term. I think it's important to say yes to opportunities, to build upon your reputation for internal recognition, not just external recognition, so people know you, but also that you can impart some wisdom and knowledge for others to grow.
03What values are most important to you in your work and personal life?
Growth mindset is very important to me. I live a growth mindset every day, being open to learn, to be grateful, and to share knowledge. Quality is extremely important to me, and I define quality as knowing that I put my best foot forward with intention, efficiency, effectiveness, and positivity. That's what I teach my daughter as well, to live that way, and I share this with anybody that I talk to in terms of anyone that's trying to determine what they want to do in their career and in their life. I believe in really knowing who you are and knowing your boundaries and respecting them, knowing who you want to become, what will make you truly happy with your life, and knowing what quality of life you want to have in the long term. I also value being able to take time for myself through meditation and physical activity, and spending quality time with my family, especially my daughter.
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