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Gen-Z, Millennial Opps: Jamba Juice seeking new CMO amid focus on delivery (Score 42)

Uber. During his stint at JJ, Vaideeswaran led its marketing strategy, media planning, creative, CRM, loyalty, social media and PR. He also spearheaded a full brand refresh and a full revamping of all of JJ's technology such as a new website, mobile app and loyalty program, the last of which now reportedly boasts over 1m app downloads. His leadership also resulted in the launch of delivery service that likely has helped JJ stay afloat amid the global pandemic.

We will, of course, let you know when the brand selects a replacement; until then, we expect JJ will need all the help it can get with the responsibilities described above.

Additionally, JJ recently launched its first-ever co-branded location, a partnership with Blendid via which the brands opened up a robotic smoothie kiosk at Walmart. If this beta test goes well, the brands will likely expand them.

So far this year, Pathmatics estimates JJ earned 59.1m digital impressions via Instagram (44%), desktop display (35%), Facebook (13%) and mobile display (9%) ads. Approximate YTD spend of $317.5k reflects a 14% decline from the approximate $370.7k spent within the same 2019 timeframe. Last year, the brand allocated around $411.9k toward this channel, merely half the roughly $829.3k allocated in 2018.

Hopefully JJ's digital ad spend will pick back up if and when it selects a new CMO; for now, offer ways to optimize this spend as much as possible. The brand's recent rebrand, focus on new tech and launch of delivery services signal a skewing of its target demographic toward Gen-Z and millennials. It offers healthy juice, smoothie and snack options, which appeal to better-for-you (BFY) consumers in search of such goods available via delivery. Kantar data reports JJ also invests in OOH, print (newspapers) and local broadcast.

Agency & martech readers - The brand has shown a high amount of particular interest in agencies recently, increasing your chances of securing work even more likely. Reach out soon to remain top-of-mind as the brand seeks a new marketing chief. Winmo states JJ works with PR and social AOR Zimmerman Advertising (creative, media and social).

Parent company Focus Brands here.