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Score 60 - On the Brink: Krimson Klover names marketing lead amid spend declines
Clothier Krimson Klover (KK) has named Sophie Coffey the head of its marketing team, effective July. Previously the brand and marketing manager at Sierra Designs, Coffey brings additional digital and marketing leadership experience from Vista Outdoor, Sabazel Creative, Rapha Racing and Specialized Bicycle Components. Her expertise with digital strategy and social media hint that KK will have a stronger focus on these areas under her leadership. The brand plans to expand its winter and summer collections.
During the past 24 months, Adbeat reports that KK has spent $5,700 on digital display ads placed programmatically via Google Search Partners on sites such as ebay.com ($5,600) and walmart.com. While none of this was allocated within the past 12 months, spend should pick back up under Coffey.
Since KK's products are mostly for women, sellers able to reach female consumers will have the upper hand here. According to StatSocial, the company has been able to reach Gen-X and boomers; it may try to "age down" this audience towards millennials under new leadership. In the past, as we've reported here); those able to drive foot traffic to these areas will have the upper hand.
Agency & martech readers - considering that, as you know, newly-hired marketing leaders often conduct agency reviews, those with retail experience should reach out soon for potential work. Competition will include What's Up, PR AOR since 2015, around average agency tenure (3-4 years).