Influential Woman · Broadcast Advertising Sales

Susan Kincaid

Account Executive, EW Scripps

Punta Gorda, FL

Certifications · Degrees · Memberships

Degree Bachelor's of Public Administration Degree University of Michigan Degree Six Sigma Lean Certificate Degree Nova University Degree Graduate coursework towards MBA (incomplete) Cert Six Sigma Lean Certificate

Her Story

About Susan

Susan Kincaid has built a successful career in advertising sales spanning over a decade, with expertise in both cable and broadcast media. She started in ad sales with Charter cable before being recruited to broadcast television, where she served as an Account Executive at EW Scripps in Denver and later at their Florida station. Her approach to sales centers on understanding business owners' needs and helping them grow through strategic media solutions. She takes pride in helping businesses gain visibility and grow, recognizing that business owners are stretched in many directions and appreciating the opportunity to take the marketing and advertising burden off their plate. During her career, she took a meaningful seven-year detour to work at Children's Hospital of Colorado while caring for her son who had special needs, demonstrating her commitment to family alongside her professional achievements. She has consistently exceeded sales numbers by prioritizing what's right for the customer over corporate-mandated packages, building her success on credibility and strong customer relationships. She holds a Bachelor's of Public Administration from the University of Michigan and has pursued graduate-level MBA coursework. She also earned a Six Sigma Lean certificate from Nova University, further strengthening her business acumen.

Her Interview

Ten minutes with Susan

01What do you attribute your success to?

I really believe a lot of it comes down to working hard and doing what's right for the customer instead of just pushing what's most profitable for the company. Sometimes corporate might want you to sell specific things because that's most profitable for them, but I think in the end, if you take care of the customer and you make the customer happy, that can really show in your numbers. I've been lucky enough to really exceed the numbers in my industry by focusing on customer satisfaction, so I've done pretty well with that approach.

02What’s the best career advice you’ve ever received?

The best career advice I've ever received is that if something doesn't feel right, you have to step back and take another look at it. If something doesn't feel right, there's probably a reason for that. In areas where I've investigated further when something felt off, I've finally been able to come to what that issue actually is and address it properly.

03What advice would you give to young women entering your industry?

I would say that they should try the internships that broadcasting companies offer. If they just did one of those internships, their chances of getting hired are much higher. It's a great way to get your foot in the door and increase your opportunities in the industry.

04What are the biggest challenges or opportunities in your field right now?

Right now, my son is graduating and headed off to college, so that's one thing for him. Another challenge is just reentering the market after the station I was working at was sold. I'm interviewing now to come back into the market a little bit older and with more experience, so I'm looking at other opportunities up the pipeline now that I have that experience under my belt.

05What values are most important to you in your work and personal life?

I would say credibility is most important to me. I have worked for some really good managers in my time and had some really good general managers, and I believe that's where the difference lies - whether they were very credible or not. Some businesses want you to just go out and sell packages or different things like that, but it really takes the credibility of a strong manager to show the efficacy of everything and to do the right thing for the customer. That credibility makes all the difference.

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