Gen-Z, Millennial Multi-Cultural Opps: Weee! taps top marketer amid significant spend increase (Score 79)

Weee!, the grocery delivery service that provides Hispanic and Asian foods, welcomed Guillaume McIntyre as its marketing VP earlier this year. He seems to fill a newly-created top marketing role. Before his most recent role as The Information's marketing VP, McIntyre served as the director and head of marketing for a similar deliver service, Instacart. He built Instacart's marketing team from the ground up and handled functions such as paid social and search, programmatic display and video, mobile, TV, podcast, direct, OOH and social media. Thus, I expect Weee to more heavily invest in these channels under McIntyre's leadership.

He joined the company just as it started scaling its operations across the country. Weee also recently (March 2021) landed a $316m Series D funding round, which per Crunchbase, raised its total valuation to $398.8m. These expansion plans and the larger budget also signal upcoming increases in ad spend.

Weee's marketing team has been growing elsewhere, as well; recent hires include digital marketing specialist Pan Chung (January 2021) and senior marketing manager Macy Wang (March 2021).

**Note: We cannot yet confirm Wang's email address, so reach out to other DMs for now.**

So far this year, Pathmatics reports Weee has spent roughly $1m on digital ads, already 91% of the roughly $1.1m it spent in all of 2020. The company did not invest in digital ads in 2019. Weee has earned ~197m digital impressions YTD via Instagram (82%) and desktop display (17%) ads.

Wee primarily targets Asian and Hispanic communities, but it may branch out. You can tell by its skyrocketing digital spend and ad targeting that it's largely targeting Gen-Z and millennials. As I briefly mentioned, I expect its spend to continue climbing and potentially also expand into additional channels. 

Of course, the grocery delivery market is heavily saturated; however, Weee provides multi-cultural foods that most competitors don't.

Agency & martech readers - As you know, top marketing hires are the #1 sign of upcoming reviews; get in touch soon to see what work is available, especially if your PR services can support Wee's goal of raising national brand awareness. Its now-larger budget gives the company more freedom to outsource work.