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Score 43 - Future Possibility: Rosetta Stone bolsters marketing team amid marketing diversification

Rosetta Stone just bolstered its marketing team, most notably with the hire of Christina Kozloff as global brand marketing VP, effective August. She previously served as brand marketing consultant at Zillow. However, most of her experience lies in digital from positions like director of display media at Bing and MSN.

The education technology company also tapped Shaun Moshay as senior director of marketing, effective March. He previously served as head of brand strategy for Amazon devices, and prior to that was marketing VP at Providence St. Joseph Health.

Please view lower level shifts here.

Although none of these people are a new CMO, we may still see agency changes under them. Therefore, agency and martech readers should reach out for work. Winmo states Coburn Communications.

Focus pitches on differentiating Rosetta from competitors (Babbel, Fluenz and Rocket Languages) using a diverse marketing spend. Execs in the recent Q4 earnings call announced they want to move beyond just performance marketing into "diverse marketing." Exact channels were not disclosed, and we can't guess what channel Rosetta might expand to since all of its channels have seen decreases in the last few years.

iSpot reports Rosetta pulled out of national TV in 2017, and TV spend from Kantar doesn't fare much better. Broadcast spend in 2017 totaled $8,365 and was allocated to cable TV ($4,576), Spanish TV ($3,100) and spot TV ($689). From Q1-Q3 2018, broadcast totaled $98 and was placed solely through spot TV.

Adbeat reports digital display over the last 12 months totaled $510.5k and was placed primarily via Taboola (53%) and Yieldmo (45%) onto sites like cnn.com, msnbc.com, comicbook.com, slate.com and laweekly.com. Ads over the last 24 months totaled $3.4m and were placed primarily via Yieldmo (79%) and Taboola (18%) onto sites like cnn.com, cbslocal.com, myrecipes.com, ew.com and theverge.com.

Therefore, in order to learn what "diverse marketing spend" mean, we'll have to wait until Q2 when the brand rolls out some "diverse marketing" as a test.

It sounds like the test will be a full-fledged campaign, so sellers should get on Rosetta's radar now for dollars. Then, focus on Q1, since that's when Rosetta's spend typically spikes. Rosetta has a diverse demographic but has been targeting millennials with technology like AI.