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| Stacey M. | President | NY | ||||||||||||
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| Corinne P. | Chief Creative Officer & Executive Vice President | NY | ||||||||||||
| Ashley B. | Senior Director, Influencer Marketing | NY | ||||||||||||
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Score 63 - On the Brink: Stila Cosmetics taps new CMO amid digital display dip
Update: Stila Cosmetics found a replacement for incumbent CMO Dena Nilsen, who departed in September (more below). It hired Amy Fisher to the position, effective May, to oversee advertising, e-Commerce and digital strategies. She most recently served as marketing SVP of Citizen Watch America, and prior to that, served as women's marketing VP of Ralph Lauren.
The company also hired Lalanii Rochelle, former creative and digital marketing freelancer, as senior digital marketing manager (April). 
It is looking for an online & e-Commerce marketing director to replace Scotty Rill, who departed in May to become digital, social & e-Commerce marketing VP at HATCHBEAUTY Brands, as well as product marketing director.
These personnel shifts push Stila up to "On the Brink" status on the CMM since 2017, and we don't have an agency on file for digital and/or social.
Focus pitches on combating Stila's PR issues, which include two skin-darkening scandals in the last 12 months (the first claiming Stila told him he couldn't work at the company unless he got a sex change. In addition, find ways for Stila to differentiate itself from competitors like Sephora, NARS, L'Oreal, Estee Lauder and MAC.
We imagine Stila will increase spend to stay top-of-mind amid those competitors, especially given its PR issues, so sellers should reach out for revenue. Stila typically uses digital and social to target female millennials and Gen-Z. It holds planning conversations in Q3 and buying conversations in Q2.
Adbeat reports digital display spend over the last 12 months has totaled $7.1k and been placed primarily via Google (82%) onto sites like bustle.com, temptalia.com, hellogiggles.com, cinemablend.com and minq.com. Ads over the last 24 months have totaled $17.8k and been placed primarily via BingAds Content (60%), Google (33%) and TheTradeDesk (6%) onto sites like yahoo.com, bustle.com, temptalia.com, hellogiggles.com and cinemablend.com. Hopefully these decreases will reverse themselves under the new marketing leader.
Below was originally published April 3.
a marketing SVP to replace CMO Dena Nilsen, who departed in September after six months on the job. The SVP will spearhead the team and oversee advertising, e-Commerce and digital strategies.
The new executive will join VP & creative director Deborah Leong (December), e-Commerce director Carla Lessman (January) and social media & PR coordinator Julia Herzberg (January).
The company hasn't yet established a top spending period, so sellers should reach out throughout the year to secure revenue. Stila typically uses digital and social to target female Gen-Z and millennials.
Within the past 12 months, Adbeat reports that the company has spent $11,000 on digital display placed mostly through Google (53%) and BingAds Content (46%) networks onto site destinations such as yahoo.com, bustle.com, temptalia.com, hellogiggles.com and minq.com. Spend during the prior 12-month period totaled $5,700, so expect spend to continue increasing.
Since newly-hired marketing leaders often conduct reviews, agency and martech readers should reach out soon to be top-of-mind when Stila finds a replacement. CMM has handled PR since 2017, and the company handles everything else in-house.