Female Gen-X, Millennial Opps: Mixhers hires CMO amid spend increases (Score 49)
Sales lead: This hire may lead to spend shifts or agency appointments. .png)
- Mixhers hired Britnee Nuehring as CMO in August 2023.
- Nuehring joins from Crumbl Cookies, where she served as CCO.
- She now leads all of Mixhers' marketing initiatives.
Target demographic: Gen-X & millennial women
The company will likely:
- Continue ramping up digital spend
- Diversify digital ad placement
- Seek agency assistance
Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
- YTD spend: Mixhers spent nearly $2.3m on digital display ads YTD, up 77% from $1.3m spent in this channel during the same time period of 2022.
- YTD data: 340.7m impressions via Instagram (52%) and Facebook (48%).
- 2021-2022 spend: Full-year spend increased by 82% from $988.2k in 2021 to $1.8m in 2022.
- Ad location: It placed 100% of these ads directly onto instagram.com and facebook.com.
Agency analysis:
- Opportunity: CMO hires are the number one sign of upcoming agency appointments.
- We have not confirmed any current agency relationships for Mixhers.
Insight Sources: Digital spend insights estimated by Pathmatics.
