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Female Media Opps: Sephora taps global CBO, parts ways with CMO (Score 48)

North Face, where he served as CMO and global VP of product creation. His hire will likely lead to shifts in Sephora's strategy, so keep the company on your radar.

This shift came alongside another. The same month Lesnard became global CBO, Sephora promoted its former, long-time CMO, Deborah Yeh, to global chief purpose officer. The company may have done away with the CMO role and replaced it with a CBO role, but we will let you know what we confirm. For now, Yeh is holding both roles.

According to iSpot, Sephora hasn't yet invested in national TV this year. However, last year it didn't do so until August, and it ended up spending around $5.7m by the end of 2021. Last year's national TV commercials targeted millennials watching shows such as Today, The Voice, Grey's Anatomy, Good Morning America and Friends. Sephora didn't utilize this channel in 2020.

So far this year, Pathmatics reports the beauty brand has spent roughly $9m on digital ads, 10% more than the roughly $8.2m it spent within the same 2021 timeframe. In 2021, Sephora's estimated full-year spend grew 4% to $47.7m from that of $45.9m in 2020. It has earned around 1.1b digital impressions YTD via Facebook (49%), Instagram (35%), desktop display (10%), desktop video (5%) and mobile display (1%) ads.

Additionally, Magellan shows Sephora has aired 21 podcast ads within the past 12 months.

This company tends to target Gen-Z and millennial women, so sellers able to offer high-ROI strategies among this audience will have an advantage securing some of these increasing ad dollars. Per Kantar data, Sephora also invests in radio, OOH, print and local broadcast, and overall spend for these channels is also on the rise.

Agency & martech readers - A hire like this could easily lead to agency reviews; get in touch soon to be top-of-mind. Collectively.