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Direct Response Marketing

A 'Social' Butterfly

1 Jun, 2008 By: Thomas Haire Response

Susan McKenna's career evolution, from brand to direct response, has made her a leader in the E-commerce world. As that evolution continues, she believes social media might really be the next big thing.


SUSAN MCKENNA
Vice President of E-Commerce,
AlternativeHealthJournal.com,
Santa Monica, Calif.
Owner, Licensed Learning/
OpenTrafficSchool.com

Susan McKenna
Susan McKenna

Hometown: Colorado Springs, Colo.
Resides: Los Angeles

Education: B.A., English and communications, Adams State College, Alamosa, Colo.

Defining moments: "One defining moment was the IPO (initial public offering) of Digital Think. Working with the guys who started that company and going through the whole IPO development process — I call it my 'Pocket MBA.' It taught me how to converge brand marketing and direct response. It really developed my skills online. I worked 60, 70, 80 hours a week sometimes, but it was fantastic. Another had to be when I bought my business, Licensed Learning, which operates under a DBA as OpenTrafficSchool.com. That was my first foray into E-commerce as a business owner. It changed how I looked at building a Web business online. At Borba, I was able to take what I did at OpenTrafficSchool.com and leverage those experiences to apply them to a much larger business for E-commerce."

Greatest career accomplishment: "My book, Not Another Bald Man Book: How Women Can Win Online, is 80-percent done. Publishers are talking to me about it now. That's been huge for me. It's about building your own Web business, whether it's for a frame shop down the street or building something from scratch. Anybody can have a Web business, but making it successful is a different story."

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