Gen-Z, Millennial Opps: Pinstripes brings in new CMO (Score 61)

Sales lead: This hire will likely lead to higher ad spending & agency appointments. 

• Pinstripes appointed Shannon Keller as CMO in September 2023.
• Keller is now responsible for marketing strategy, brand positioning, grand openings, local store marketing, and growth.
• Keller most recently served as CMO of Fransmart. 

Target demographic: Gen-Zers & millennials

The company will likely:

• Ramp ad spend back up
• Try new ad channels
• Build out its agency roster

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

• YTD spend: Pinstripes spent about $114.2k on digital display ads YTD, just 49% of the $234k spent in this channel during the same time period of 2022. 
• YTD data: 17.1m impressions via Facebook (52%) and Instagram (48%). 
• 2021-2022 spend: Full-year spend increased by 24% from $238.4k in 2021 to $312k in 2022. 
• Ad location: It placed 100% of these ads directly onto sites such as Facebook (52%) and Instagram (48%). 

Agency analysis:

• Opportunity: CMO hires are the number one sign of upcoming agency appointments.
• Current roster:
  • ICR: PR AOR

Insight Sources: Digital spend insights estimated by Pathmatics.