Track #10: Susan Wenograd – From Circuit City to Candle Empire, Bad Pitches and Creative Survival

Susan Wenograd has seen it all in paid media, from the Circuit City era to today’s complex digital landscape. As Sr. Director of Paid Media at Mixtape Digital, she’s managed millions in ad spend and knows exactly when to tell clients the hard truth they don’t want to hear. We dive into the Milan business trip from hell, why client pitches go sideways when you’re taking over from someone who managed their own account, why C-suite executives think they can do your job because “everyone uses Google,” and her philosophy of having the hard conversation upfront rather than dealing with client explosions later.

Key Takeaways:

• ADHD isn’t a deficit of attention; it’s a lack of control over where your attention goes
• The best client relationships start with hard truths, not pleasing everyone
• Creative outlets aren’t optional for right-brain/left-brain marketers; they’re survival tools
• Sometimes a hobby becomes a business when you’re not looking
• Setting expectations and documenting conversations upfront prevents disasters later

Plus: classical music for spreadsheet work, Rolling Stones for meetings, and how a wax shortage nearly derailed an entire candle season.

Check out Susan’s candle company, Can’tdles!