Female Gen-X, Millennial Opps: Coravin loses marketing head amid spend declines (Score 32)

Sales lead: Keep an eye on this company so that you can reach out as soon as it finds a new marketing head.

Coravin's CMO, Leena Utsch, is out after nearly two years leading marketing for the company.
Utsch is now the CMO of Canyon Ranch.
We will be sure to update you as soon as a replacement is announced.

Target demographic: Gen-X & millennial women

Once it hires a new CMO, the company will likely:

Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)

Spend: Coravin has not allocated any budget toward national TV ads since spending $1.8m in 2021.
Ad programming: It placed ads during programming such as NBA Basketball, Diners, Drive-Ins and Dives, Guy's Grocery Games, A Kiss Before Christmas, and The Real Housewives of Orange County.

Digital and social insights (digital ad spend, effectiveness, impressions, and performance)

YTD spend: Coravin spent about $48.2k on digital display ads YTD, just 57% of the $84.1k spent in this channel during the same time period of 2022.
YTD data: 6.2m impressions via Facebook (82%), Instagram (14%), and YouTube (4%).
2021-2022 spend: Full-year spend dropped by 32% from $240.7k in 2021 to $163.1k in 2022.
Ad location: It placed 100% of these ads directly onto sites such as facebook.com, instagram.com, and youtube.com.

Additional channel insights

Top podcasts sponsored: The Indicator from Planet Money, StarTalk Radio, True Crime Garage, and And That's Why We Drink.

Agency analysis:

Opportunity: You will have a shot to pick up some of this company's business as soon as it names a new top marketer.
Current roster:
- Giant Spoon: creative AOR

Insight Sources: Broadcast insights estimated by iSpot; digital spend insights estimated by Pathmatics; podcast data estimated by Podchaser.

Decision Makers Northeast Consumer Goods digital National Vulnerable Account Index TV Agency & MarTech Opps Millennials Gen-X Women