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Millennium Trust hires marketing chief (Score 61)

company from Alliant Credit Union, where she served as CMO and VP. Prior to her stint at Alliant, Spellerberg was the CMO of Sikich. This hire will affect the company's marketing strategy and could lead to agency appointments. Millennium offers retirement, custodial and other benefits services for individuals and employers. 

According to Pathmatics, Millennium earned 2.8m impressions in 2021 through Facebook ads. It placed 100% of these ads directly onto facebook.com. It spent around $26k on digital display ads in 2021, more than double the $12.3k spent in this channel during 2020. It has not allocated any budget toward this channel so far this year. 

Sellers-- Millennium targets both businesses and consumers. The company utilizes a digital-first marketing strategy to reach these audiences. I believe Millennium is primarily targeting Gen-Xers on the consumer side, due to its reliance on Facebook ads. The company started increasing spend in 2021 before cutting ad spend at the beginning of 2022. I predict the new CMO will ramp spend back up as soon as she has time to put together a game plan. I also would not be surprised if Spellerberg decided to try some other marketing channel either. Sellers should get in touch soon for more information so that you can offer relevant ad space. 

Agency & martech readers-- As you know, the number one sign of potential agency reviews or hires is a CMO hire. Start reaching out to Spellerberg soon in order to be top-of-mind. To the best of my knowledge, the only agency that Millennium currently works with is Backbay Communications. You will likely have the most success offering creative, digital or media buying/planning services.