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Digital Opps: WeTransfer hires first-ever CMO (Score 57)

recent position as growth & revenue marketing VP at WeWork. In her new role, Temple will be responsible for promoting the company's new subscription services, WeTransfer Pro and WeTransfer Premium, with brand campaigns. This hire could lead to spend shifts as well as agency reviews, so keep a close watch on WeTransfer. 

According to Pathmatics, WeTransfer earned 222.4m impressions YTD through desktop video ads (46%), desktop display ads (31%), Facebook ads (17%), mobile display ads (5%) and Twitter ads (1%). It placed the majority (96%) of these ads directly onto sites such as twitch.tv, facebook.com, youtube.com, wetransfer.com and fastcompany.com. It placed the remainder (4%) through multiple indirect channels onto sites such as genius.com, yahoo.com, ebay.com, usatoday.com and msn.com. It spent about $1.7m on digital display ads YTD, a drastic increase from $146k spent in this channel during the same time period of 2021. Full-year spend fell by 52% from $2.5m in 2020 to $1.2m in 2021. 

Sellers-- WeTransfer's services appeal to businesses and professionals. The company currently utilizes a digital-first marketing strategy. It has been ramping spend back up so far this year after it cut spend in 2021. I would not be surprised if Temple invested in national TV ads to help build brand awareness. Sellers should start reaching out for more information so that you can offer relevant ad space. 

Agency & martech readers-- Get in touch with the new CMO soon to be top-of-mind because, as you know, new CMOs commonly conduct agency reviews. I believe you will face competition from creative AOR Noble People. You might consider offering complimentary services such as media planning, digital or social media.