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Millennial, Gen-X Opps: Canyon Ranch taps CMO amid coronavirus-related struggles (Score 72)

Effective December, Mike Fulkerson is the CMO at spa chain Canyon Ranch (CR). Previously the marketing VP for Marriot's Asia Pacific region, Fulkerson moved to the US for this new position. In his former role at Marriott, he led consumer-facing portfolio marketing strategies via brand, loyalty, food and beverage, B2B and digital marketing. Fulkerson's hire signals a higher emphasis on CR's marketing efforts, which will likely result in higher ad spend.

Additionally, in October, the company selected Radhika Brinkopf as its strategic initiatives VP. Brinkopf joined from Borden, where she served as VP of business development and go-to-market strategies.

So far this year, Pathmatics reports CR earned ~22.5m digital impressions via desktop display (91%), mobile display (6%) and Facebook (3%) ads. 91% of desktop display ads were placed site direct onto tripadvisor.com. An estimated YTD spend of $272.3k reflects a 28% drop from the estimated $380.7k spent within the same 2019 timeframe. In all of last year, CR allocated approximately $429.1k toward this channel, roughly a third of the approximately $1.3m allocated in 2018.

This drop in spend makes sense considering consumers are not traveling as much as normal right now due to the global pandemic; however, hopefully it will reverse under the company's new CMO, especially when the virus clears up. Since CR also likely invests in local ads around its locations in AZ, MA, CA and NV, we tagged each region to this article. It may be investing more in localized ad space more than national ad space since it's safer for locals to travel than for far-away travelers. Considering the company's focus on digital display ads, its target demographic seems to consist primarily of millennials and Gen-X. Offer ways to keep CR relevant amid this drop in travel frequency.

Agency & martech readers - CMO hires often result in agency reviews, so reach out soon to get on Fulkerson's radar. Winmo states SS+K handles creative.