Charlie Houck
Director of Public Relations, Little General Stores

Charlie Houck is a prominent figure in the Beckley, West Virginia, business and civic community. Originally a native of Charleston, West Virginia, Houck relocated to Beckley in 1986, where he has spent decades building a career defined by leadership in finance, public relations, and community service.

Houck’s professional journey is marked by long-term commitment and executive leadership. Before transitioning into the retail sector, he spent years in the banking industry, eventually retiring as the Executive Vice President of City National Bank in 2014. Following his retirement from banking, Houck took on his current role as the Director of Public Relations for Little General Stores. In this capacity, he represents one of West Virginia’s most recognizable convenience store chains, managing the brand’s public image and community presence.

As Director of Public Relations for Little General Stores, Charlie Houck has steered the company’s philanthropic mission to focus on “fueling communities” through substantial investment in West Virginia’s future. His leadership has been instrumental in securing over $200,000 in scholarships for local students and raising more than $350,000 for WVU Medicine Children’s. Houck’s strategic partnerships also extend to critical social and health services, including raising $154,000 for the Children’s Home Society of WV and facilitating a $100,000 donation to the CAMC Cancer Center in Beckley. By balancing major university athletic sponsorships with grassroots initiatives like Toys for Tots and the Beckley-Raleigh County YMCA, Houck has solidified Little General’s reputation as a cornerstone of civic support across the state.