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Social Female Opps: Briogeo Hair Care hires first CMO (Score 76)
Erica Cocilova left her marketing & e-Commerce VP position at Briogeo Hair Care as CMO in January 2020. This means Briogeo should have an increased marketing budget; this is their first CMO.
It also hired London Kasmir as social media coordinator in March 2019 and promoted Allison Genesis to e-Commerce coordinator in the same month. Almost a year later, it's hired its first CMO. We may see other shifts in marketing leadership in Q1 next year, especially if Cocilova's work brings in higher profits for the company (i.e., more employees could be promoted, or the company could continue building out a social marketing team).
Per Adbeat, Briogeo last spent on digital display ads in Q2 2019; at that time, most ads were placed programmatically and totaled $487. Google ($430) published ads to merriam-webster.com, primarily. In 2018, however, Briogeo spent an estimated $41.7k on this channel with most ads placed in H2, starting in August and ending in November.
Sellers -- Briogeo should continue focusing on typical digital channels for Gen Z and millennial women, which means it's likely placing targeted social ads on social platforms such as Instagram to push social commerce sales; social media coordinator Kasmir should be leading those efforts. It also was last measured to have driven ~$10 million from its partnered retailers in 2018, per Forbes. Cocilova should want to get started with this new marketing budget soon, so get on her radar. Briogeo sells at Sephora, and it's reportedly the fastest growing brand at this retailer. It also comes as part of the D2C beauty line Birchbox, sells via e-Commerce on its own platform and at other retailers nationally; see locations Hair Quiz" to keep a diverse audience; per Forbes, Briogeo "targets customers by hair texture (wavy, coily, dry, thin) rather than by ethnicity."
Agency readers -- Our researchers are working to confirm any possible agency relationships at Briogeo. However, given this is the company's first CMO, it's highly likely Briogeo doesn't have an AOR. Reach out for possible PR work; if this company already has PR under control, you could have digital content, social, digital analytics measurement & CDP, media buying and/or planning opportunities here. See how you could help Cocilova continue pushing Briogeo's growth.