Gen-Z Hospitality Opps: Landing taps first CMO amid spend increase (Score 63)

Moving assistance company landing selected Helen Huang as its new (and seemingly first) CMO, effective February 2021. Huang came from SoFi, where as VP and head of Lending marketing, she ran marketing for all of its Lending businesses.

Additionally, in January 2021, Landing landed (ha!) a $45m Series B funding round that, according to Crunchbase, raised its total valuation to $145m.

Both this CMO hire and this funding round will likely result in continued higher ad spend.

YTD, Pathmatics reports Landing has allocated roughly $13.5k toward digital ads, more than double the roughly $5.8k it allocated within the same 2020 timeframe. The company's estimated full-year 2020 spend dropped exponentially to $593.1k from that of $54.5k in 2019. Landing has earned around 2m digital impressions so far this year via Instagram (76%) and Facebook (24%) ads.

As you can see, the company's drop last year in digital ad spend is already picking back up in 2021; spend should remain steady throughout the rest of this year. Judging by its reliance on Instagram and Facebook advertising, Landing is primarily targeting Gen-Z consumers looking to move. To reach this audience, it will likely expand into additional digital channels such as OTT and/or podcast. Landing provides both fully-furnished and unfurnished apartments, flexible leases, streamlined application processes and custom amenities in order to offer its membership-based users easy moving options.

Agency & martech readers - Get in touch soon to see what work is now available under Landing's new CMO.

Caliza, Inc. d.b.a. Landing
535 Mission Street
San Francisco, California 94105
(415) 231-1701

Helen Huang
Chief Marketing Officer
helen.huang@hellolanding.com