Male Gen-Z Opps: DoorDash promotes first-ever CMO amid increases in spend (Score 56)
DoorDash recently promoted Kofi Amoo-Gottfried to the newly-created CMO role. Amoo-Gottfried joined the company as marketing VP in May 2019; in this prior position, he handled brand, partner and product marketing, along with creative, insights, integrated marketing strategy and ops, international marketing, growth marketing and retention marketing. He led DoorDash's first integrated in 2019 and led its first Super Bowl in 2019. Since then, Amoo-Gottfried has played a key role in shaping how the company has reached to things such as immigration, racial equity and helping restaurants stay open during pandemic-related stay-at-home orders. He will now continue leading DoorDash's marketing team across the globe; the company did not provide more specific details.
According to iSpot, DoorDash has spent approximately $71.2m on national TV commercials YTD, up 5% from the approximately $68m it spent in all of 2020. The approximately $68m it spent in 2020 was up 55% from the approximately $44m it spent in 2019. DoorDash's 2021 commercials have targeted men watching shows such as NFL Football, NBA Basketball, College Football, Friends and Family Guy.
Since the beginning of 2021, Pathmatics reports the food delivery service has allocated roughly $147m toward digital ads, up 64% from the roughly $89.4m it allocated in all of 2020. DoorDash's estimated full-year 2020 spend ($89.4m ) reached more than double that of $36m in 2019. The company has earned around 14.3m digital impressions YTD via Facebook (48%), Instagram (30%), desktop video (18%), Twitter (1%), mobile video (1%) and desktop display (1%) ads. Top site destinations for this year's desktop video ads have included youtube.com (70%), twitch.tv, espn.com, hulu.com and weather.com.
Additionally, Magellan shows DoorDash has aired more than 1.1k podcast ads YTD.
Right now, the company is primarily targeting Gen-Z men via TV, paid social, YouTube, Hulu and podcast ads. Sellers able to offer high-ROI strategies among this audience will have an advantage when it comes to securing ad dollars. Focus on differentiating DoorDash from competitors such as Uber Eats, Grubhub and Postmates. Per Kantar data, the company also invests in print, radio, OOH and local broadcast. DoorDash also targets companies that may need to outsource delivery.
Agency & martech readers - Even though promoted CMOs don't always conduct agency reviews as often as outside hires do, it wouldn't hurt to reach out to remain top-of-mind. Wavemaker handles media, and The Martin Agency picked up strategy and creative in August 2019. The Martin Agency's appointment followed Amoo-Gottfried's hire, further reinforcing my conclusion that his promotion could lead to roster shifts now that his responsibilities have expanded.