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On the Brink: BevMo! taps new CMO to continue digital transformation (Score 62)

Alcohol retailer expansions and e-Commerce business. Most notably, he will spearhead BevMo's upcoming digital transformation, which will start soon. Formerly the head of Canada marketing at Amazon, Champion brings additional marketing leadership from companies such as PureRED, Coupons.com and Procter & Gamble. 

The company  partnered with e-marketplaces Instacart and in-store AI chatbot provided by The Mars Agency to help customers. Sellers should, therefore, expect marketing to promote its e-Commerce business and technology efforts.

Within the past two years, Adbeat reports that BevMo has spent $7,300 on digital display ads placed primarily through Google (52%) and TheTradeDesk (48%). Top site destinations include ourlads.com, delish.com, glutenfreeonashoestring.com, hoopshype.com and eater.com. Expect spend to pick back up under new leadership; much of this spend was allocated from August 2017-2018, rather than within the past 365 days.

According to Kantar, BevMo's spend typically spikes during Q1 and Q4, around the holidays when people drink more, so sellers should reach out during Q3 to secure ad revenue. It currently operates nearly 170 locations throughout California, Arizona and Washington, so those local to these areas will have the upper hand. BevMo typically invests in print media (83% of 2018 spend) and has historically dabbled in OOH and radio. Per StatSocial, its following largely consists of Gen-Xers and boomers, even though BevMo wants to reach younger (millennial mostly) demographics; if you can help them do so, reach out.

Agency & martech readers - since, as you're well aware, newly-hired CMOs often conduct reviews, reach out soon to get on Champion's radar. Competition will include DeVito/Verdi.