Gen-X, Millennial Opps: Christy Sports hires CMO, CEO (Score 52)

Sales lead: These hires will affect the company's marketing strategy & agency roster. 

• Christy Sports (CS) hired Danielle Quatrochi as CMO, effective October 2023.
  • Quatrochi joins from Eventus Experiential, where she served as marketing & DTC strategic advisor.
• CS also named Pete LaBore CEO.
  • LaBore previously served as COO of Reformation and Backcountry.com. 

Target demographic: Gen-Xers & millennials

The company will likely:

• Keep increasing digital spend
• Diversify digital ad placement
• Build out its agency roster

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

• YTD spend: CS spent about $620.6k on digital display ads YTD, more than double the $202.3k spent in this channel during the same time period of 2022. 
• YTD data: 88.1m impressions via Facebook (48%), Instagram (44%), YouTube (5%), and desktop display (3%). 
• 2021-2022 spend: Full-year spend jumped from $150k in 2021 to $501.9k in 2022. 
• Ad location: It placed 99% of these ads directly onto sites such as facebook.com, instagram.com, youtube.com, fox13now.com, and kongtv.com. It placed 1% of these ads indirectly through The Trade Desk onto sites such as deadline.com and freep.com. 

Additional channel insights  

• Vivvix: CS also invests in OOH, print, radio, and local broadcast. 

Agency analysis:

• Opportunity: I recommend offering creative, media, digital, and social media assistance.
• Current roster:
  • CommOdities: PR