Tiffany Charles
Vice President, Marketing Manager
The Commerce Trust Company
Born: Fort Lauderdale, Florida
High School:
Stephenson High School
Stone Mountain, GA
College & Degree(s):
Florida A&M Univ.
BS – Business Administration
MBA – Marketing
RBC Young Professionals
St. Louis Business Diversity Initiative Fellow – Cohort 10
What are some of the key components you have learned from your roles at Edward Jones and Wells Fargo Advisors that have led to your success at Commerce?
I’ve expanded and sharpened the skills in my marketing toolbox at both Edward Jones and Wells Fargo Advisors. More importantly, I learned a lot about the financial services industry and consumer behavior over the course of my career.
What are some of the biggest changes in the financial services market that you’ve seen since you started your career in 2006?
Since I’ve started my career in 2006 there have been a number of ups and downs in the markets which have impacted how investors feel about their advisor and the company they represent. I’ve also witnessed a number of regulatory changes that impact how we communicate with clients, the way we offer products, etc. Despite the challenges these marketplace changes present, they are what makes marketing interesting to me.
What are some of the biggest challenges on the marketing side?
Marketing can be challenging because consumer tastes and expectations are always changing. Textbook marketing may get you started, but being nimble and responsive in a dynamic environment will keep you in the game. Something like social media can provide both great opportunities and challenges. It can work with you or against you so you have to be proactive and strategic and stay alert at all times. These are also the things that make my marketing career exciting and fun and keep me coming back for more!
What are your greatest passions?
I’ve heard it said that “Working hard for something we don’t care about is stress. Working hard for something we love is passion.” Given that statement, I have a number of passions including my family – which will double in size this Spring with the birth of our twin girls – charitable causes related to children and youth, and my spiritual development because without it none of the other stuff matters.
You serve as board secretary for St. Vincent’s Home for Children. What drew you to that work, in particular?
I am the board secretary for St. Vincent’s Home for Children and I’m also on the board of Home Works! The Teacher Home Visit Program. These organizations appeal to me because they strive to equip our kids for a better future in different ways. St. Vincent is all about taking kids who have gotten off on the wrong path, for whatever reason, and getting them the treatment and counseling they need to head in the right direction and function well in their environment. Home Works! aims to start kids and families on the right path by empowering them through education and academic achievement. I’m a firm believer that we can fix a lot of issues in our society if we start in the home. Both of these organizations do that directly or indirectly through their programs and I’m proud to be associated with them.
