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  Charlie Larson - Biography

Charlie has a rare combination of marketing and branding experience from both the manufacturer and advertising agency sides of the table.  His undergraduate Psychology major combined with an MBA gives Charlie the ability to translate business objectives into desired customer behavior.  Charlie has worked at the DDB (Needham), J. Walter Thompson and Bates USA agencies serving as a marketing consultant and “Brand Steward” for his clients.

Some of the well-known brands Charlie has contributed to include: Betty Crocker, Craftsman Tools, Dial Soap, Gerber Baby Food, Hoosier Lottery, Indiana Tourism, Kibbles ‘n Bits dog food, Morton Salt, Purina Puppy Chow, V-8 Vegetable Juice and Weather Beater paints

Charlie’s functional marketing experience includes market research management, product management, marketing management and advertising management.  Once a football offensive lineman, Charlie knows the value of teamwork.  He has successfully led many small multi-function teams to achieve an organization’s objectives.  His philosophy?  “Identify team players, give them the right direction and then get out of their way.”

Charlie has won two prestigious national EFFIE awards from the American Marketing Association for effectiveness in marketing programs.  One EFFIE was for the capabilities positioning for Ameritech (prior to the acquisition by AT&T). The other was for the introduction of a new product, First Foods, from the Gerber Products Company.

Throughout his career Charlie has been a student of marketing, learning and developing a range of tools that can be applied across industries.  These tools have helped companies realize greater efficiencies in their marketing and sales efforts and have helped to increase sales and profits.

“Marketing is all about obtaining and maintaining profitable customers for a company.  It is more of an outward business orientation than a function.  Marketing requires a basic understanding of the customer’s wants and needs and how your company can provide solutions to their needs.”

Charlie has served as an adjunct professor of marketing at Indiana University, Butler University and Northwestern University teaching sales management, marketing and promotion management. He was also the President of the Indianapolis Chapter of the American Marketing Association for 2003 – 2004.

Charlie has also owned his own small company, a marketing consulting firm working with other small businesses.  He closed down his consulting practice to volunteer as a Mentor for SCORE in 2011.

Charlie has a Bachelor of Science degree from Carroll University in Waukesha, WI with majors in Psychology and Business.  He received his MBA from Indiana University.

He has been mentoring for SCORE since 2011.

Areas of Expertise
  • Business Strategy & Planning
  • Sales, Marketing & Public Relations

Industry Experience
  • Homeowner Services/Home Improvement
  • Educational Services
  • Marketing, Advertising and Creative Services
  • Consulting, Research and Business Services



Bachelor of Science, Carroll University, Waukesha, WI.  Dual majors in Psychology and Business Administration.

MBA, Indiana University, Bloomington, IN Major in International business, Minor in Marketing.






Communication Methods

  • In Person
  • Phone