B2B Opps: Neuronetics taps new CMO (Score 55)

Sales Lead: Neuronetics, which creates Major Depressive Disorder treatment, selected Lisa Metzner-Rosas as its new CMO and SVP, effective May 1, 2023.

• Metzner-Rosas was most recently the marketing SVP at Sientra.
• She succeeds incumbent Janie Gentry Bates, who parted ways with Neuronetics in 2022 after serving as its CMO and marketing VP for around three years.
• The company will likely:
  • Shift strategy
  • Return to higher spend
  • Conduct agency reviews
• Target demographic: 
  • Business DMs in the medical field

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: Since the beginning of 2023, Neuronetics has spent roughly $42.8k on digital ads, a huge decrease from the roughly $327.7k spent by this point last year.
  • YTD data: YTD, the company has earned ~5.5m digital impressions, 99% via Facebook ads and 1% via Instagram ads.
  • Last year: Neuronetics spent approximately $902.9k on this channel in 2022, up 42% from the approximately $636.3k spent in 2021.

Additional agency insights:

• Opportunity: Get on Metzner-Rosas's radar soon in case agency reviews follow her hire.
• Current agency roster:
  • EvolveMKD: PR agency partner

Insight Sources: Digital spend insights estimated by Pathmatics.