Digital Finance Opps: Amerant Bancorp hires CMO (Score 60)

Amerant Bancorp named Christine Esteve EVP and CMO in June 2021. Esteve joins from Carnival Cruise Line, where she served as performance marketing VP. In her new role, Esteve will manage brand and media strategy, customer analytics and the agency roster. I believe Esteve is replacing Adrian Collard, who held the position for just under a year. Keep an eye on this company as this hire could lead to agency appointments and will affect the marketing strategy. 

According to Adbeat, Amerant spent around $29.9k on digital display ads over the last 365 days, a 24% decrease from $39.4k spent in this channel during the 365 days prior. It placed 97% of these ads programmatically through Google DV360 onto sites such as therealdeal.com, giveitlove.com, reddit.com, yahoo.com and heraldweekly.com. It placed 2% of these ads site direct onto sites such as screenrant.com, yahoo.com, tvline.com, abc6onyourside.com and nickiswift.com. It placed 1% as video ads through YouTube onto youtube.com. 

Sellers-- Amerant's banking services appeal to a wide range of consumers and businesses. It allocates the majority of its ad dollars towards digital display ads, and its ad placement leads me to believe it is mainly targeting Gen-Z and millennials. Keep in mind, the new CMO may shake-up Amerants marketing strategy and invest in new channels. Sellers should contact Amerant to see what types of ad space you may be able to provide. 

Agency & martech readers-- To the best of my knowledge, Amerant is not working with any outside agencies at this time. The new CMO has authority to outsource some marketing duties, so start reaching out soon to be top-of-mind. Those located near its FL headquarters may have an upper-hand.