In the Q2 earnings call, Dropbox CEO and co-founder, Drew Houston, announced some executive changes. COO Dennis Woodside will depart as of September 4. In his stead, VP of business strategy and operations, Yamini Rangan was promoted to chief customer officer, effective August, and current VP of communications, Lin-Hua Wu, will be promoted, though Houston fails to specify to which position. He also mentions that, effective as of July, the company hired Naman Khan to VP of product marketing. He was formerly VP of product marketing at Salesforce.
Outside of hires mentioned in the earnings call, the company picked up Product Marketing Manager Danielle Fox, who started in July; Global Marketing Operations Lead Dan Nevers, who started in June; Marketing Operations Manager Scott Daily, who started in May; and Brand Marketing Manager Dani Hussey, who started in July. In addition, they promoted Senior Product Marketing Manager Eileen Reyes to the position of product marketing team lead for self-service growth, effective June.
None of these new personnel are a new CMO, but they still suggest agency shifts may be underway. Note, too, that all of Dropbox's agency relationships are past average tenure (3 to 4 years). mentioned by CMO Carolyn Feinstein post-IPO. However, do keep in mind that Houston said they were beginning to automate work typically done by a sales or marketing team; "more and more using technologies like machine learning, AI, data science, not only to improve te end user product experience, but also to match [their customers] with the paid plans that make sense for them and to get them to engage with functionality that they might not be aware of." Of course, high ROI is always important.
Sellers -- marketing spend has been going up, and these new personnel suggest that those increases will continue. Thus, it would be in your best interest to reach out, as well. Their primary channels are digital and TV, though they also do some work through earned media and social media. Those with high ROI engagement among business decision makers (male skew) will have the biggest advantage. Spends tends to be pretty even from quarter-to-quarter.
iSpot reports a year-to-date (YTD) national TV spend of $3.4 million, which the majority of has been placed on male-focused sports programming (see show targeting right). Spend for 2017 totaled $3.6 million, and nothing was spent in 2016.
Pathmatics reports a YTD digital display spend just shy of $4 million, a huge increase from the same timeframe of 2017, which only saw a spend of $644,500. Full 2017 spend was $1.8 million, and spend for 2016 totaled $880,500. Ads are placed primarily direct, and top ad destinations include youtube.com, wired.com, slate.com, accuweather.com and wsj.com.
According to Kantar, digital search in Q1 2018 totaled $535,307, a drop from Q1 2017's $648,352. Across all of 2017, digital search totaled $2.4 million, and in 2016, the channel cost $2.5 million.