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Score 66 - On the Brink: PrimaLoft expands marketing team with global marketing SVP, launches new products

Material technology co reportedly oversee global business development, product positioning and brand building across those multiple segments. Most recently, he served as product VP of United Sports Brands, and prior to that, was product development director at JDK Design.

The company also promoted Tara Maurer from global product marketing manager to business development VP (September); Chris Humphris from Americas sales director to Americas sales SVP (November); and Michael Martini from global operations & logistics director to global operations SVP (September).

Lower-level shifts include the promotion of Ken Fisk from PR & marketing communications associate to North America communications manager (June); the promotion of Kirsten Cleveland from product marketing manager to licensing & home business development manager (April); and the promotion of Shana Getchell from global brand manager to global brand building director (September).

This new leadership will likely review agency relationships, so agency and martechs should reach out for potential work. We don't know who handles creative, digital or media, but we know that CGPR has been on the PR account for over five years. Focus pitches on differentiating PrimaLoft from competitors like Arc'teryx, North Face and Patagonia.

Keep in mind that PrimaLoft is already trying to stay top-of-mind amid competitors by focusing on sustainability and innovation. For example, in January, PrimaLoft announced the creation of individuality-focused PrimaLoft Next, which will launch by summer 2020 with the PrimaLoft Next Evolve Series.

PrimaLoft will need to get these products on people's radars, so it will likely increase spend in the near future. (We're also likely to see spend increases because of the new leadership.) PrimaLoft relies on a diverse array of channels - tradeshows, earned media, social media, influencers, digital and broadcast - but digital is going up in lieu of the other channels. Therefore, sellers who go after revenue here may have the best luck with digital-led strategies.

The company targets business decision makers (fashion designer who need its fabrics) and consumers (backpackers, hikers and other outdoor enthusiasts, especially millennials given its focus on sustainability). It does not have a top spending period as it typically spends evenly throughout the year.

iSpot reports the brand hasn't spent anything on national TV YTD, a decrease from the $6,383 spent during the same timeframe of 2018. Full 2018 spend totaled $19,169, which marks a decrease from the $23,851 spent during 2017. Ads have always been placed on the Outdoor Channel's "L.L. Bean Guide to the Outdoors."

Adbeat reports the brand began using digital display this March. Since then, it has spent $2.8k on ads placed via Google (100%) onto backpacker.com. Expect spend through this channel to continue to increase under the new marketing leadership.