Gen-Z Media Opps: Lemon Perfect hires first CMO after foray into digital ads (Score 75)

Lemon Perfect (LP) welcomed its first CMO, Michael Smith, earlier in September 2021. In his most recent position as the head of marketing communications for PepsiCo's Water+ portfolio, Smith's team led Water+'s marketing campaigns, national retail promotions, content production, digital marketing and experiential initiatives. Considering this background, I expect LP's strategy will shift notably under Smith's guidance. Specifically, his hire could lead to higher ad spend and/or agency reviews.

Additional recent hires include senior e-Commerce and digital marketing director Taylor Smith (March 2021), senior brand and content manager Epiphany Perez (June 2021) and social media and influencer marketing manager Kendel Siena Liggins (July 2021).

According to Pathmatics, the cold-pressed lemon water brand made its foray into digital advertising in 2020. LP ended up spending around $238k by the end of the year and has spent around $143.9k so far in 2021. The company has earned ~16.3m digital impressions YTD, 100% via Instagram ads.

Right now, LP is primarily targeting Gen-Z via paid social, specifically Instagram. Under a new CMO, the company may expand into other paid social (such as Facebook or Twitter), YouTube, OTT and/or podcast ads. It does also  work with influencers, considering the responsibilities of manager Siena Liggins. Sellers able to offer relevant ad space should do so soon.

Agency & martech readers - Since agency reviews often follow CMO hires, get in touch to secure potential work.