Team Feature: A Conversation with Kathy Horn, Vice President at vitalink

Today we sat down with Kathy Horn, Vice President at vitalink, to learn more about her journey, her perspective on the industry, and what keeps her inspired.

Q: How did you first come to vitalink, and what made you want to stay?

Kathy: I joined vitalink part-time in 2009 after getting laid off from my role with a software development company in Charlotte during the economic downturn. It was one of three part-time jobs (all allowing me to work from home!) I was also working as an independent marketing consulting and ghostwriting books for attorneys.

I was initially hired by vitalink to write content and help with social media. The work quickly morphed into a broader role, including developing strategic marketing plans, doing SEO work, and running Google Ads campaigns. Not long after that, I was hired full-time and took on additional responsibilities – everything from responding to RFPs to conducting focus groups and other primary research.

Q: What is one project or moment at vitalink that you’re especially proud of?

Kathy: I’ve enjoyed working with our clients through the years. Some have had single projects, but we’ve also had a large percentage of repeat business or longer-term clients. Getting to know the clients well and see how our work has supported their business has been satisfying.

Q: What part of your work at vitalink do you find most meaningful?

Kathy: vitalink has always been a purpose-drive agency, and much of the work has centered around higher education, health, workforce, economic development, and equity – all important topics that better society. It’s important to me that the work we do adds value. The acquisition of Forma Life Science Marketing in 2024 was a great fit, with the teams blending well and providing an extra layer of expertise to clients.

Q: How has your work, or the marketing industry, changed since you started?

Kathy: Like just about everything else, marketing has changed significantly over the years, and that pace of change has accelerated. Consumer attention spans have declined. There are so many more channels and tactics available to reach those consumers. We have access to a lot more data (and personal information on consumers) to enable better targeting. And AI is making some tasks easier (after careful verification of the results!). That said, people are still people. Our goal as marketers is still to tell a story that will resonate with target audiences and show that our clients’ products and services will add value for the consumer. I’m looking forward to seeing what comes next!