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Digital Media Opps: Zappos promotes CEO & hires first-ever CMO (Score 61)

who then created a new position by hiring Ginny McCormick as the company's first-ever CMO. Schaefer joined Zappos in 2008 as treasury analyst and worked his way up to finance VP in 2020. McCormick joins from parent company Amazon, where she was the marketing director of Worldwide Access Point. She was the CMO of Funko prior to that. 

Per Pathmatics, Zappos earned 80.5m impressions YTD through Instagram ads (49%), Facebook ads (36%), desktop display ads (10%) and mobile display ads (5%). It placed the majority (97%) of these ads site direct onto sites such as instagram.com, facebook.com, womansworld.com, firstforwomen.com and mindbodygreen.com. It placed the remainder (3%) indirectly through Criteo and Google AdX+AdSense onto sites such as accuweather.com, mindbodygreen.com, yahoo.com, aol.com and cookinglight.com. It spent approximately $654.2k on digital display ads YTD, a slight (4%) increase from $627.2k spent in this channel during the same time period of 2021. Full-year spend fell by 15% from $2.7m in 2020 and $2.3m in 2021. 

Sellers-- Zappos appears to be targeting millennials and Gen-Zers with a female skew. The company allocates the majority of its ad dollars towards digital channels, with a heavy emphasis on social media ads such as Instagram and Facebook. Zappos also invests in OOH, print, radio and local broadcast TV ads, per Kantar. Start contacting the new CMO soon to find out more about her plans. You may be able to score some extra ad dollars because I would not be surprised if she decided to increase the company's marketing investment. 

Agency & martech readers-- I believe Zappos works with PR AOR Saatchi & Saatchi . As you know, new CMOs commonly review their company's agency roster, so reach out soon to be top-of-mind. Those of you with footwear experience may have an advantage.