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Gen-X, Millennial Digital Opps: Dorel Industries taps chief merchandising & marketing officer (Score 50)

May 2022. Jefferson joins Dorel from Caboodles, where she served as the division VP of merchandising, marketing and product development. Jefferson will likely have control over Dorel's marketing budget and agency roster, which could lead to opportunities for you all. 

According to Pathmatics, Dorel earned 19m impressions YTD through Facebook ads (32%), desktop video ads (31%), Instagram ads (31%) and desktop display ads (6%). It placed the majority (94%) of these ads directly onto sites such as facebook.com, instagram.com and youtube.com. It placed the remainder (6%) indirectly through Criteo and Zeta onto sites such as huffingtonpost.com, ksl.com, motorcyclenews.com, cyclingnews.com and newatlas.com. It spent approximately $171.6k on digital display ads YTD, just 41% of the $421.4k spent in this channel during the same time period of 2021. Full-year spend fell by 43% from $1.6m in 2020 to $904.2k in 2021. 

Sellers-- Dorel's furniture and other home goods most likely appeal to Gen-Xers and millennials. The company also targets young parents because it offers several baby products. It focuses the bulk of its marketing resources on digital channels, but it has been decreasing spend since the beginning of 2021. I predict Jefferson will reverse this trend as soon as she has time to assemble a game plan. It also invests in print ads, per Kantar. Sellers should contact the new marketing DM to offer ad space. 

Agency & martech readers-- To the best of my knowledge, Dorel works with media buying & planning AOR MaisonBrison. Start reaching out to Jefferson soon to be top-of-mind in case she decides to make any changes to the company's agency roster. I recommend offering creative or digital services for the best chance of picking up some of this company's business.