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Millennial Momvertising Opps: Crate & Barrel taps new CMO (Score 53)

Sales Lead: ReShon Anderson became the new CMO at

• Anderson joined from Kendra Scott, where she served as CDO.
• She succeeds Alicia Waters, who became the EVP of C&B and earlier this year after having served as C&B's CMO for about two years.
• The company will likely:
  • Increase spend
  • Seek new agency partners
• Target demographic: 
  • Millennial parents, especially moms

Additional recent hires:

• It's also been less than a year since C&B named Merritt Watts as its senior creative content director in April 2022.
• She was previously the creative content director at Williams-Sonoma.

Additional spending insights:

• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • YTD spend: Since the beginning of 2022, C&B has spent approximately $19.4m on digital ads.
  • YTD data: The company has earned around 2.8b digital impressions YTD via Facebook (48%), desktop video (22%), Instagram (19%), desktop display (10%), and mobile display (1%) ads.
    • ​​​​​​​C&B has placed this year's desktop video ads site direct onto youtube.com (97%) and landofnod.com (3%).
  • Last year: In 2021, the company spent roughly $26.8m on this channel, more than double the roughly $12.6m spent in 2020.
• Additional channel insights  
  • The company utilizes podcasts and influencers.

Additional agency insights:

• Opportunity: Get in touch soon to remain top-of-mind if this new CMO leads agency reviews.
  • ​​​​​​​Anderson's digital expertise makes digital hires especially likely.
• Current agency roster:
  • ​​​​​​​In-House: Media
  • : Creative, media, and digital AOR

Insight Sources: Digital spend insights estimated by .