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Snacking eCommerce Opps: Enjoy Life Foods hires CEO amid spend decreases (Score 44)

 found a new CMO in Dan Waters, effective April 2020. Waters comes from Bel, where he served as a global general manager, and he replaces Sarah Mascarenhas, who stepped up as interim CEO in November 2019. During his tenure at Bel, Waters also served as marketing director (March 2012-December 2013) and CMO (December 2013-April 2019).

Due to the global pandemic, ELF has faced occasional product shortages, delayed shipping and slower response times. It also invested in a Pay it Forward program, in which it donates protein products to local essential workers and families in need. To engage with customers stuck at home and in search of snacking brands, ELF additionally started a #JoyfulMoments social campaign promoting easy recipes and activities. Its healthy baking goods and snacks, available online, will appeal to younger better-for-you parents stuck at home.

According to Adbeat's estimations, out of the $128.5k the company spent on digital display ads since May 2018, $40k was spent after May 2019. It placed 100% of these ads programmatically through AcuityAds onto sites such as merriam-webster.com, hypebeast.com, ezgif.com, thesaurus.com and font-generator.com. 

While ELF's spend is dropping, parent company here. The company is focused on its eCommerce snacks, a trend that we expect to extend to ELF.

Agency & martech readers - You may be able to secure brand-specific work for ELF under its new CEO, considering his marketing background. The company's roster currently includes Anvil Media (digital and social).