Gen-Z, Millennial Opps: Shopko Optical taps new CMO as spend declines (Score 71)

Eye care office chain and eyewear brand Shopko Optical named Jennifer Spaeth Nobui as CMO in January 2022. She now leads and oversees the development and execution of Shopko's marketing strategy. Spaeth Nobui replaces Cathleen Bald, who departed in May 2021 after having served as the company's CMO for over a year. Spaeth Nobui was most recently the senior marketing director and regional sector leader for Kimberly-Clark's family care business. Since she will shift Shopko's strategy around, keep the company on your radar.

In 2021, Pathmatics reports Shopko spent roughly $153.8k on digital ads, only around half of the roughly $297.9k it spent in 2020. The company earned ~16m digital impressions last year via Facebook (90%) and YouTube (10%) ads.

Hopefully, spend will pick back up now that Shopko has a new CMO and is starting to open back up after temporarily closing locations due to the pandemic. The company has a wide target demographic considering that everyone needs the eye care services it provides; however, the reliance on Facebook and YouTube advertising leads me to believe it's especially targeting Gen-Z and millennials.

Agency & martech readers - As you know, CMO hires often lead to agency reviews; get in touch soon to remain top-of-mind.