Digital Momvertising Opps: Renfro Brands promotes top marketer (Score 50)

Renfro Brands promoted Kadian Langlais to CMO in June 2021. Langlais joined Renfro in 2018 as digital and direct-to-consumer VP. In her previous role, she was responsible for launching the company's eCommerce platform and online strategy. Langlais will now manage the company's global marketing strategy. In other news, The Renco Group acquired Renfro in June 2021. No details regarding the purchase are available at this time. This company is poised to increase spend now that is has a new holding company and CMO. 

According to Pathmatics, Renfro earned 4.4m impressions YTD through desktop display ads. It placed the majority (95%) of these ads directly onto amazon.com. It placed the remainder (5%) indirectly through Google AdX+AdSense onto sites such as thechive.com, timesunion.com, mentalfloss.com, boston.com and chron.com. It spent around $15.3k on digital display ads YTD, just 27% of the $56k spent in this channel during the same time period of 2020. Full-year spend jumped from $9.2k in 2019 to $64.2k in 2020. 

Sellers-- Renfro is most likely targeting Gen-X and millennial moms, considering it placed such a high percentage of its ads directly onto amazon.com. I predict Renfro will increase spend and possibly invest in other channels as it focuses on becoming more consumer oriented. Sellers should reach out to see what types of ad space you may be able to offer. 

Agency & martech readers-- Promoted CMOs are much less likely to make changes than outside hires, but considering the company has a new holding company, you might try reaching out. I do not think you will face competition from any incumbent shops. Those of you that have experience with direct-to-consumer retailers may have an advantage.