Gen-Z Parents Opps: OurFamilyWizard taps first CMO (Score 77)

OurFamilyWizard (OFW), a platform that makes co-parenting easier between separated/divorced parents, named Bridgette Haymaker as its first CMO in March 2021. She will initially focus on adding new customers, strengthening customer experience across all touchpoints and deepening relationships with the parents and professions that rely on OFW's services. The company is looking to scale its business significantly in and after 2021. In her most recent role as Total Expert's product VP, Haymaker oversaw groups including its product marketing team.

Additionally, in February 2021, OFW selected Alice Kirchhoff as its new marketing manager.

These hires come almost a year after OFW appointed CEO Nick VanWagner and landed a venture funding round that raised an undisclosed amount. Appointing new marketers shows that this company is focusing more than before on advertising efforts, so the shifts will likely lead its spend to pick back up.

According to Pathmatics, OFW hasn't yet invested in digital ads this year; however, I expect this to change under its new marketing leadership. The company's estimated full-year 2020 spend increased exponentially to $33.5k from that of $2.8k in 2019. Last year, it earned around 13.4m digital impressions, 100% via YouTube ads.

As I mentioned, OFW's spend should pick back up now that it has a new chief marketer at its helm. Since its FY spend ended up rising last year, it may do the same in 2021. The company targets single and separated parents, and its reliance on YouTube advertising shows that this target demographic currently consists largely of Gen-Z. To reach this audience, OFW's new CMO may also lead it to expand into additional digital channels such as OTT and/or podcast.

Agency & martech readers - As you know, CMO hires are the #1 signs of upcoming agency reviews; get in touch to see what, if any, work is now available under Haymaker's leadership.