Live From L.A.: Campbell to Head B&N.com’s Online Marketing
Patricia Campbell, the immediate past chair of the Direct Marketing Association’s board of directors, has taken a new position with online bookseller BarnesandNoble.com., she said in an interview at the DMA’s net.marketing conference in Los Angeles.
Campbell, who a week ago left her position as senior vice president of marketing and new business development at Advanta, will begin March 10 as B&N.com’s vice president of interactive direct marketing. She said she heard about the position at her last board meeting as chair (she stepped down in October).
BarnesandNoble.com, a joint venture between Barnes & Noble and Bertelsmann, just brought on a new CEO, Jonathan Bulkeley, who was with America Online, and previously with Time Inc. Campbell said that Bulkeley’s direct marketing background will help her in her efforts to make the business even more customer focused. “Barnes & Noble recognizes the importance of customer loyalty,” she said.
She also said that it’s clear now that competitor Amazon.com, which recently invested in Drugstore.com, is “going the shopping mall route,” which B&N.com won’t do. Bulkeley said any new areas the company gets into will be related to books.
