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Parents Media Opps: Retro Fitness taps marketing leader amid spend decreases (Score 78)

In Dec, search for a new marketing leader with the hire of Victor Bao, former CMO at Global Shopper. Bao's responsibilities include RF's customer journey, performance marketing, digital marketing, B2B, B2C, email marketing, consumer marketing, engagement and e-Commerce; since these are very close to what Bao handled at Global Shopper, he seems to be a great fit. We will likely see spend increase as a result of his addition to the team.

Remember, RF named Andrew Alfano as CEO earlier this year. It also hired social media manager Michael Fine, signaling a stronger focus on this channel in the future.

Adbeat suggests that most of RF's 2019 ads were placed during Q2 and Q4; in 2019, its spend declined by more than half to roughly $14,300 from roughly $33,400 in 2017. Despite this drop, we should see spend pick back up under new marketing leadership. Most of the company's 2019 ads were placed programmatically via Google ($8,700) and TheTradeDesk ($4,400) on sites such as patch.com ($1,400), active.com, bigfrog104.com and oneindia.com.

RF's spend often rises during weight loss season (Q4-Q1); Kantar indicates that the company also utilizes OOH and local broadcast. However, it has not used print since 2018 (at least as of H1 2019). It also utilizes local partnerships to help its communities; for example, a recent partnership ith Empowering Minds Tutoring allowed gym users to have their children tutored while they worked out. Considering this, it seems to target parents.

Agency & martech readers - Bao will likely review RF's agency relationships, so reach out soon to get on his radar. To the bet of our knowledge, Sanderson & Associates handles PR.