Female Millennial, Gen-X Opps: The Shade Store brings in new CMO (Score 50)

Sales lead: Get in touch with the new CMO for specific details regarding her future plans. 

• The Shade Store (TSS) hired Sara Griffin as CMO in September 2023.
• Griffin joins from Saks Off 5th, where she served as chief marketing & analytics officer.
• She now leads all of TSS's marketing initiatives.

Target demographic: Gen-X & millennials with a female skew

The company will likely:

• Keep increasing digital spend
• Diversify digital ad placement
• Outsource some marketing duties to agency partners

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

• YTD spend: TSS spent about $17.1k on digital display ads YTD after not allocating any budget toward this channel in 2022. 
• YTD data: 1.9m impressions via desktop display. 
• 2021-2022 spend: Full-year spend equaled $26.4k in 2021.
• Ad location: It placed 98% of these ads directly onto sites such as msn.com, sfgate.com, nytimes.com, cnn.com, and dawn.com. It placed 2% of these ads indirectly through Index Exchange and an unknown channel onto sites such as nytimes.com, sfgate.com, dawn.com, and dailymail.co.uk. 

Additional channel insights  

• Vivvix: TSS also invests in print.

Agency analysis:

• Opportunity: Reach out to the new CMO now to see if she plans on outsourcing any of her new duties.
• Current roster:
  • In-house: media