Charles grew up talking shop at his father’s BMW repair shop in Pomona, CA. When Taylor Co. decided to consult ATI to help turn around the struggling dealership he saw how effective marketing could dial-in profit margins and more generally, help a business work smarter. Upon graduating from USC in 2008, Charles decided to pay it forward. After working in search marketing for a year in Austin, Charles returned to Los Angeles with the ATI mantra, “marketing is not an expense; it’s an opportunity for businesses to make more money.” Charles is also an accomplished Viola player and has a hard time choosing a favorite Kurosawa film.