Gen-Z Media Opps: Petcurean promotes CMO amid drop in spend (Score 66)

In order to expand its marketing efforts, pet foods and supplies company Petcurean promoted Jaimie Turkington to CMO. Turkington joined the company in 2010 and most recently served as its US sales and marketing VP. She will continue overseeing Petcurean's innovation team but will now expand her marketing services globally. This will likely lead Turkington to reevaluate the company's US marketing strategy as well.

This appointment comes not long after Petcurean rolled out new packaging, redone social media pages and a new website for its NOW FRESH pet food line. I expect the company will primarily promote this brand above others considering this heightened focus on it.

Petcurean also recently invested in a cause marketing effort in which it donated 200k meals to support at-risk dogs and cats in Quebec and Ontario. The company will likely invest in similar efforts within the US.

So far this year, Pathmatics reports Petcurean has spent roughly $21.1k on digital ads, only around a fifth of the roughly $105.6k it had spent by this point last year. The company's estimated full-year 2020 spend declined by 20% to $129.5k from that of $162.5k in 2019. Petcurean has earned ~3.1m digital impressions YTD, 100% via Facebook ads.

Hopefully, the company's spend will pick back up as a result of this promotion. Petcurean tends to target Gen-Z pet parents, judging by its reliance on Facebook advertising, so it may make forays into other digital channels such as additional paid socials, OTT and/or podcast.

Agency & martech readers - Promoted CMOs don't always conduct agency reviews as often as hire once might, but it certainly wouldn't hurt to reach out. Agencies whose PR services can help build Petcurean's US brand awareness will likely have an advantage.