Pet Parents Opps: Alpha Paw welcomes new CMO (Score 52)

Sales lead: This hire will likely lead to spend shifts & possible agency appointments. 

• Alpha Paw (AP) hired Katherine Schneider as CMO, effective October 2023.
• Schneider most recently served as ads manager of Shopify.
• She now leads all of AP's marketing activities.

Target demographic: Millennial pet parents

The company will likely:

• Ramp digital spend back up
• Experiment with new ad channels
• Outsource some marketing duties to agency partners

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

• YTD spend: AP spent approximately $153k on digital display ads YTD, a 20% decrease from $190.2k spent in this channel during the same time period of 2022. 
• YTD data: 23m impressions via Instagram (52%) and Facebook (47%). 
• 2021-2022 spend: Full-year spend plummeted from $1.5m in 2021 to $280.1k in 2022. 
• Ad location: It placed 100% of these ads directly onto instagram.com and facebook.com.

Agency analysis:

• Opportunity: CMO hires commonly lead to agency appointments, so get in touch now to be top-of-mind. 
  • AP does not currently work with any agencies to the best of my knowledge.

Insight Sources: Digital spend insights estimated by Pathmatics.