Insight Sources: Digital spend insights estimated by Pathmatics; additional channel insights estimated by Vivvix.
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