DC, NY Millennial Opps: Union Square Hospitality in search of new CMO (Score 48)

Union Square Hospitality (USH), a restaurant group which largely operates in DC and NY, is in search of a new CMO to create and develop a brand narrative to drive brand awareness. This marketing leader will lead USH's online (which includes social media) and offline channels in order to retain brand consistency. We assume this new CMO will replace Rani Yadav, the company's incumbent of just over a year, who has not announced next steps.

USH built a commissary kitchen in NYC to fuel growth despite the global pandemic; however, its leaders did make social distancing and on-site safety a priority. The restaurant group also teamed up with non-profit ReThink Food to donate meals to people in mean.

During the holiday season in Q4, USH provided at-home dinners sold through the company's website and in partnerships such as the one with Social Studies, a startup that rents table settings. Additionally, eCommerce retailer of restaurant dishes Goldbelly is an important partner.

According to Pathmatics, USH has allocated roughly $12.6k toward digital ads so far this year, down 39% from the roughly $20.8k it allocated within the same 2020 timeframe. The company's estimated full-year 2020 spend experienced a significant surge, growing to $55.5k from that of merely $200 in 2019. YTD, USH has earned around 1.1m digital impressions via desktop display (90%) and mobile display (10%) ads. All of this year's desktop display ads were placed site direct onto destinations such as dailyherald.com (15%), washingtonpost.com, usnews.com, salary.com and forbes.com.

This drop in spend will likely reverse once USH selects a new CMO. Its focus on digital channels signals a millennial-oriented target demographic. I also suggest you offer localized ad space in and around DC and NY, where most of USH's restaurants are operated.

Agency & martech readers - A CMO hire will also likely result in agency reviews, so reach out soon to remain top-ot-mind.