Turner Public Relations | Agency Profile, Contacts, AOR, Client Relationships

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Alpha Industries promotes marketing leader to chief brand officer (Score 58)

as marketing VP in 2016. He will now be responsible for product, marketing and customer experience across all regions and channels. Pantoja will also collaborate with the product, creative and merchandising departments. This new position signals the company is more focused on marketing going forward, which should present ample opportunities for both sellers and agency readers. 

According to Pathmatics, Alpha earned 46.5m impressions in 2021 through Instagram ads (58%) and Facebook ads (42%). It placed 100% of these ads site direct onto instagram.com and facebook.com. It spent around $450.4k on digital display ads in 2021, a 13% increase from $397k spent in this channel during 2020. 

Sellers-- Alpha targets Gen-Z and millennials through digital display ads that it places directly onto social media sites such as Instagram and Facebook. In 2021, Alpha changed its strategy by placing more ads onto Instagram. It had previously been placing more ads onto Facebook. This indicates it is trying to reach younger consumers more effectively. I do not expect the new CBO to make too many changes, and he will likely continue increasing spend. Start contacting Pantoja soon for more information so that you can offer relevant ad space. 

Agency & martech readers-- Alpha has worked with Turner Public Relations on PR in the past, but I am not sure if it still uses this agency. Promoted DMs are less likely to review their company's roster than outside hires. However, you should still reach out to Pantoja to see if he plans on outsourcing any of his duties.