If Q3 is the slowest quarter, Q4 is the craziest. It’s a race to the finish line to meet sales and revenue goals, use up budgets before the reset next year, and plan for Q1 goalsetting. With brand new CMO hires (and tons of other marketing execs, too), these 33 brands aren’t wasting a second in the rest of 2021. Here’s your unfair advantage to reaching the right contacts, at the right time in Q4.
While each brand below welcomes a new marketing executive to the team, there are many other similarities, too. From banger digital display budgets to agency reviews and a shift to Gen-Z consumers, there’s much to be deduced when you hear about new CMOs hired. Here are additional details on three brands with new CMOs from our complete list:
In Q2, the pet supply website spent $172M on advertising and marketing. The company is testing new marketing channels, with positive results. This quick ROI may convince Chewy to continue increasing spend and experiment with new channels. Per iSpot, Chewy spent around $60.1M on national TV ads YTD, a 9% increase from $55.2M spent in this channel during the same time period of 2020. Magellan reports Chewy placed about six podcast ads over the last year.
According to Pathmatics, Chewy earned 2.8B impressions YTD through Instagram ads (37%), Facebook ads (32%), desktop video ads (26%), and desktop display ads (5%). It spent around $24.6M on digital display ads YTD, a 35% increase from $18.2M spent in this channel during the same time period of 2020. Full-year spend increased 4% from $26.7M in 2019 to $27.7M in 2020.
The famous record label named Dara Michelle as its marketing EVP and head in September. Michelle was formerly the marketing and digital strategy EVP at First Access Entertainment. Def Jam also hired marketing VP Lena Franklin in October 2021. Franklin joined from Interscope Records, where she was most recently marketing manager. Tunji Balogun will take up the position of CEO at the beginning of 2022 as well.
All of these appointments show a growing interest in marketing, so expect Def Jam to start advertising more heavily in the coming months. Right now, though, neither iSpot nor Pathmatics shows spend data for this company. Right now,
The fresh-food and prepared meal delivery service announced John MacDonald as CMO, effective September 2021. MacDonald most recently served as the brand marketing director for the GIANT Company. This hire could lead to new marketing strategies and potentially agency reviews.
According to Pathmatics, FreshDirect earned 1.1B impressions YTD through Facebook ads (64%), Instagram ads (22%), desktop video ads (11%), mobile video ads (2%), mobile display ads (1%), and desktop display ads (1%). It spent around $10M on digital display ads YTD, a huge jump from $1.9M spent in this channel during the same time period of 2020. Full-year spend fell 42% from $3.6M in 2019 to $2.1M in 2020.