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• Madden joined the company as its user acquisition and partnerships director in December 2019.
• In her most recent role as growth marketing VP, she handled the full marketing budget, strategic planning, and B2C side growth.
  • She led the user acquisition, paid media, lifecycle, and partnership marketing teams.
• As Ibotta's D2C marketing VP, Madden now handles D2C marketing responsibilities such as paid media, lifestyle marketing, marketing technology and operations, ad and content strategy, and budgeting and user economics.
• The company will likely:
  • Continue increasing national TV spend
  • Ramp up D2C and B2C initiatives such as partnerships and events.
• Target demographic: 
  • Consumers: Millennial moms and household decision-makers
  • Businesses

Additional Recent Leadership Shifts:

• Ibotta has promoted several other marketers recently such as senior B2B marketing director Sara Henderson (hired March 2019, promoted January 2023) and partnership marketing and events director Beth Bents (hired August 2021, promoted January 2023).
• The company also hired marketing operations and technology director and head Anne Fundakowski in November 2022.

Additional Recent News:

Additional spending insights:

• Broadcast insights (TV ad creative spend, effectiveness, impressions, and performance)
  • 2021-2022 spend: In 2022, Ibotta spent approximately $10.4m on national TV commercials, more than double the approximately $4.4m spent in 2021.
  • 2022 ad programming: Its 2022 commercials targeted millennials watching shows such as Law & Order: Special Victims Unit, The Office, Sex and the City, Good Morning America, and South Park.
• Digital and social insights (digital ad spend, effectiveness, impressions, and performance)
  • 2021-2022 spend: The company allocated roughly $6.3m toward digital ads last year, only around half of the roughly $13.3m allocated in 2021.
  • 2022 data: Ibotta earned ~773.2m digital impressions in 2022 via Facebook (74%), desktop video (13%), Instagram (9%), desktop display (3%), and mobile display (1%) ads.
• Additional channel insights  
  • The company utilizes Google Ads, email, TikTok, and online video (Youtube.com) ads.
  • Ibotta sponsors podcasts such as NBC Nightly News with Lester Holt, Conan O'Brien Needs A Friend, Armstrong & Getty, The Rachel Maddow Show, and The John Batchelor Show.
  • Additionally, Ibotta invests in short-form DRTV.
    • ​​​​​​​It has widely dispersed network TV coverage, and a campaign will likely launch in around 90 days.
    • Ibotta's top networks include VICE, FYI, ENET, GAC, and CI.

Additional agency insights: