Millennial, Gen-Z Opps: Poppi taps new CMO (Score 56)
Sales lead: Contact the new CMO for more information about his future plans. 
- Poppi hired Andy Judd as CMO in August 2023.
- Judd most recently served as CCO of Laird Superfood.
- He was CMO of Yasso and ONE Brands prior to that.
- Judd replaces Lana Buchanan, who only held the position for about nine months.
Target demographic: Millennials & Gen-Zers
The company will likely:
- Increase 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: Poppi spent around $674.4k on digital display ads YTD, a 10% decrease from $745.3k spent in this channel during the same time period of 2022.
- YTD data: 102.5m impressions via Instagram (99%) and desktop video (1%).
- 2021-2022 spend: Full-year spend jumped from $189.3k in 2021 to $752.7k in 2022.
- Ad location: It placed 99% of these ads directly onto instagram.com. It placed 1% of these ads indirectly through kotaku.com, express.co.uk, rotowire.com, time.com, and news5cleveland.com.
Agency analysis:
- Opportunity: CMO hires are the number one sign of upcoming agency appointments.
- We have not confirmed any current agency relationships for Poppi.
Insight Sources: Digital spend insights estimated by Pathmatics.
