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Future Possibility: Neighborly taps first digital marketing SVP to fuel digitization (Score 41)

 has named Brian Best its first digital marketing SVP, effective immediately, to oversee its ongoing digitization. Previously the digital marketing, loyalty and martech VP for Tropical Smoothie Cafe, Best brings additional marketing leadership experience from companies such as PF Chang's, Arizona State University, Boyd Gaming, Caesar's Entertainment, American Casino and Entertainment Properties and Wellbridge. Best will report to Lisa Zoellner, CMO since 2016.

During the past 12 months, Adbeat reports that Neighborly has spent $10,400 on digital display ads placed programmatically via Google on sites including yellowpages.com, aol.com, yahoo.com, autozone.com and littlethings.com. The fact that no prior data exists makes us expect spend to continue rising.

Since the company hasn't established a top spending period, sellers should reach out throughout the year to secure ad revenue. According to Kantar, along with digital display, it tends to invest in broadcast, OOH and print media. Its target demographic primarily consists of men older than 45. Neighborly offers consumers an online platform of home service experts, so those with high ROI strategies among homeowners will have the upper hand.

Agency & martech readers - since, as you're well aware, marketing hires often signal agency reviews, keep Neighborly on your radar for the future. Competition will include Bizcom handles PR.